Travel with confidence campaign reaches record numbers
ABTA’s strong brand is one of our greatest assets, and something I know members value enormously as it helps bring in business. The brand’s main strength comes, of course, from the high quality experiences people have when they book with you, our members.
Our annual Travel with confidence campaign is one of the ways we celebrate the great service and peace of mind provided by ABTA members, and this year’s campaign – which has just finished - reached more consumers than ever.
It was designed to help people feel confident to travel as we came out of the pandemic and faced cost of living challenges. It reminded people of the great things they get from going on holiday, the benefits of booking with an ABTA member and the need to look for the logo when they start holiday shopping.
Timed to coincide with the peak booking period, our advertising was viewed or heard 32.4 million times. Visitor numbers to the ‘find an ABTA member’ tool on abta.com were up 50% on the same time last year. These figures beat any previous Travel with confidence campaign, resulting from a mix of radio advertising on Heart Digital UK, a consumer competition on social media, and a new series of videos.
Within these films, we were pleased to once again include ABTA members’ customers in our campaign. There’s no better way to convey the quality and value of a brand than by hearing directly from happy customers. The videos were advertised on Facebook, Instagram, Reddit and Pinterest.
The Reddit video advertising was supported by a blog - ‘Need a money saving expert? Try your local travel agent - which is also available on abta.com here.
Although this campaign is now over, there is further ABTA marketing activity happening throughout the year – and there are assets available for members to help you capitalise on the strength of the brand. Read on in this week’s ABTA Today to find out how you can get involved in our current #CelebrateHolidays campaign.
Mark Tanzer, Chief Executive