This week ABTA has launched the latest phase of its Travel with Confidence campaign – targeting 18-35 year olds. The campaign runs from on 1 May-30 June 2018, to coincide with a busy sales period for late bookings for holidays over the summer.
Adverts will appear across social media channels including Facebook, Instagram and YouTube, encouraging people to look for the ABTA logo. The ‘we’re with you every step of the way’ message highlights that booking with an ABTA Member provides support, expertise and protection.
This is the third phase of the campaign, and builds on the success of the advertising to families and over 55s from earlier this year, which had 4.9 million impressions and reached 1.3 million people. The second phase, in April, supported our business travel Members and engaged almost half a million people who book business travel arrangements.
Demonstrating to consumers and business travellers the importance of booking with an ABTA Member is a big priority for ABTA – and we know from the Member survey that it is a the top priority for Members too, which is why we continue to invest in this campaign each year. The national advertising helps to drive recognition of the ABTA brand, which currently stands at 74% and 73% of people say ABTA membership is essential when booking a holiday. It also supports our position as a business and consumer superbrand.
We’re really keen for Members to get involved and support the Travel with Confidence campaign to help promote and support your business. There are materials available on the Member Zone which Members can share across their social media channels using the hashtag #beABTAsmart.
Mark Tanzer, Chief Executive