Encouraging consumers to dream about ABTA members’ holidays
This week we launched ABTA’s latest Travel with confidence campaign to encourage people to start thinking about their next holiday, help ensure the ABTA logo is in people’s minds, and that they go to an ABTA member when they’re ready to book.
Our strong brand is one of our greatest assets, and I know many members value this enormously. The ABTA logo is synonymous with consumer confidence and trust, and – according to our latest research – we know that a third of consumers are willing to pay extra to book with an ABTA member.
This initial phase of the campaign, ‘Dream it’, is running for two weeks and we are using social media influencers to reach 16-24 year-olds and families, offering inspiration for their next trip. We are also running advertising on social media, together with a competition, to help get consumers dreaming about their next holiday with an ABTA member. Early in the new year we’ll move into the next stage of the campaign, ‘Book it’, where we will be promoting booking with ABTA members to make dreams come true, coinciding with the traditional peak booking period.
Please do use your ABTA logo in your marketing and promotions, and the marketing assets from the new campaign will be available in our online marketing toolkit for all members to download and use from next week: abta.com/marketingtoolkit.
Mark Tanzer, Chief Executive