07 Mar
2019

Helping holidaymakers to travel with confidence

We know how important it is to Members that we highlight the benefits of booking with an ABTA approved travel company to consumers and business travellers - our recent Member Survey highlighted the importance of this once again - so I wanted to provide an update with the results from our recent “Travel with confidence” advertising campaign.

The 2019 “Travel with confidence” national advertising campaign launched on 25 December 2018, comprising radio and digital advertising running from Christmas day until mid-February 2019. 

 

It included a series of different radio adverts aimed at encouraging people to book with an ABTA Member. Each one was developed specifically to target a different audience; one for families on Heart DAB, one for young people on Capital DAB and one for the over 55s on Classic DAB.  The radio adverts ran until mid-January, reaching more than six million listeners and supporting a record number of visitors in a single month to abta.com

 

The second part of the campaign saw digital advertising run on YouTube and via online adverts (targeting young people, families and business travellers) between mid-January and mid-February 2019. For the YouTube advertising, we used our 60 second Trusted Travel Expert animated video, which explains how booking with a trusted travel expert can take the hassle out of booking a holiday. More than 620,000 people watched the video in its entirety.

 

In total, the online advertising campaign delivered 3.8 million impressions across the three target audiences.   We further supported the campaign with a Travel with confidence hub on abta.com, including a quiz-based competition to win an iPad, which generated over 5,000 entries.

 

I’d also like to thank Members who got behind the campaign, in particular promoting the Trusted Travel Expert video, on their own social channels.  It’s a great way to demonstrate the value of a being a trusted travel expert to your customers.
 

Mark Tanzer, Chief Executive