ABTA campaign to inform and reassure holidaymakers about foreign travel this year

Published on : Friday, May 21, 2021

ABTA has a new campaign – #ReadySteadyTravel – to help travellers feel informed, reassured, confident and excited to book foreign travel this year. The campaign will also emphasise the benefit of booking travel through an ABTA Member.

Through the campaign ABTA will be sharing content across online and social media channels and working with national media to help people feel equipped and confident to travel this year. ABTA will also revisit and rerun its Book with Confidence advertising, planned to be a later stage of the campaign with adverts running when they are likely to have the greatest impact.

The campaign will be delivered through a number of phases and will flex and respond to the needs of customers and Members, as well as what is happening in the UK and further afield around the reopening of travel.

The first phase of the campaign saw the publication of a new website hub which has content about travelling during the pandemic. The hub launched in early May to coincide with the announcement of the destinations in each traffic light list.

Content in the website hub includes:

Get ready for travel – your essential guide
Government requirements for travel
COVID-19 – your holiday questions answered
Top tips for booking with confidence this year

ABTA has been promoting the messages and content from the hub across its social media channels and with national media. There are also assets available for ABTA Members to download, which will be added to as the campaign progresses.

ABTA will also continue to promote the value of booking a package holiday and has a new video on the top benefits of a package, which is also available for Members to use.

The assets for ABTA Members can be found in the marketing toolkit on the Member Zone

Graeme Buck, Director of Communications at ABTA – The Travel Association, said:

“There is a really important role for ABTA to play in helping people feel confident to travel abroad this year, as well as continuing to put forward the industry’s case on the recovery.

“This week is a shining example of the confusion around the return to international travel. Through our #ReadySteadyTravel campaign we’re working to inform, reassure and excite people about planning and booking a foreign holiday, and help to make things clear. We’ll also be reminding people about the benefits of booking through an ABTA Member and the extra protections provided by a package holiday.

“Given how changeable things are at the moment, the campaign will be agile – making sure it responds to the latest developments. Our big focus right now is helping people feel informed about what they need to do, both from a Government requirement point of view and checking FCDO advice, but also making sure they have everything else in place, from an up-to-date passport to understanding social distancing measures when travelling. And, of course, we’re also celebrating the return to travel and helping people feel excited about the great experiences you get with an overseas holiday.”

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