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Published on : Monday, December 7, 2015
ABTA announced the launch of a nationwide advertising campaign beginning on Sunday 27 December and running throughout January 2016. It will promote ABTA’s ‘Travel with confidence’ message, as well as highlighting why holidaymakers should ‘Look for the logo’ and book with an ABTA Member as they navigate the busiest holiday sales period of the year.
The campaign will target three key consumer groups: families, 18-24 year olds and the over-55s and will combine national media, including The Daily Telegraph and Mail on Sunday, as well as targeted online adverts and inserts. It will be supported by online competitions running on abta.com.
The messaging and creative design will build on last year’s campaign that launched ABTA’s new ‘Travel with confidence’ strapline and messaging by highlighting the specific benefits of looking for the logo and booking with an ABTA Member.
Later in January, ABTA will also be running its Earlybird campaign, encouraging holidaymakers to book their holiday early with an ABTA Member. The campaign will focus on an ‘Earlybird hub’ hosted on abta.com/earlybird which will feature new content, including the development of an interactive booking map for consumers. The Earlybird campaign will also be supported by targeted online advertising. This is the third year that ABTA Earlybird will tell consumers about the benefits of booking early and with an ABTA Member and all Members are encouraged to get involved.
Victoria Bacon, ABTA Head of Brand and Business Development, said: “Our travel with confidence message really underlines everything we do for consumers and this campaign will bring that to life at a pivotal time for holiday bookings. I would encourage all Members to ensure that they are using the new logos and branding, the ABTA brand enjoys excellent public recognition and this campaign aims to deepen understanding, reminding people why they should look for the logo when they book.”