As part of ABTA’s 2013 “Look for the Logo” marketing campaign, a new leaflet and video describing the benefits of booking with an ABTA Member are now available to Members. The marketing tools will help Members to simply and effectively communicate to consumers what benefits they get when they book with an ABTA Member.
The ABTA logo already enjoys 78% consumer recognition and 7 in 10 consumers regard ABTA Membership as essential or important when booking their travel arrangements. The “Look for the Logo” campaign aims to build on this recognition and highlight the full range of ABTA’s work that benefits consumers: from the Code of Conduct and financial protection schemes to its complaints handling and arbitration service and its work in raising health and safety and sustainability standards at home and abroad.
ABTA’s new consumer leaflet “Why Book with an ABTA Member?” is already proving a hit among ABTA Members with 70,000 copies pre-ordered.
The DL leaflet, which is also available as a PDF online, gives consumers a concise and clear rundown of the services on offer and the benefits of booking with an ABTA Member. The leaflet describes the range of ABTA benefits, splitting them into six distinct categories:
ABTA has also produced a short and entertaining animated video explaining the benefits of booking with an ABTA Member. It is available to view on YouTube and also for ABTA Members and media outlets to embed on their websites.
Victoria Bacon, Head of Communications, ABTA said: “ABTA is well-recognised and well-trusted by the British public because of a reputation built up over many years for high service standards, expertise and protection. These new marketing materials set out very clearly what holidaymakers should expect when they book with an ABTA Member and, along with information on the new consumer zone of our website, abta.com, they provide useful advice on everything that a consumer needs to prepare for their holiday. I’d encourage all of our Members to promote the leaflet and video through their shops and online channels. The materials are particularly important not just to help consumers understand what protection they have if something goes wrong with their holiday, but also to highlight other benefits such as our work in health and safety and responsible tourism.”
To order copies of the leaflet Members should email: firstname.lastname@example.org with the number of copies they want (please note requests for copies will be subject to availability) and their Membership number.