ABTA launches second phase of ‘confidence’ campaign
ABTA launches the second phase of its ‘Travel with confidence’ nationwide advertising campaign next week.
Running from Monday June 13 until the end of July, the campaign targets 18-24 year old holidaymakers, the group most likely to be late bookers.
It will run across digital media, including Spotify, Instagram, YouTube and Facebook, supported by a ‘Travel with confidence’ hub on its website and an online competition.
The first phase of the campaign ran earlier in the year, specifically aimed at families and older travellers who are more likely to book holidays further in advance.
Victoria Bacon, ABTA Head of Brand and Business Development, said: "We know from our own research* that one in five 18-24 year olds (21%) are planning to go on a summer holiday but haven’t yet booked it. This phase of our campaign will help us to engage with these younger travellers, encouraging them to book with an ABTA member and helping them to get the holiday they’ve paid for.
"We would encourage all members to get involved by using their ABTA logo and branding to take full advantage of ABTA’s powerful public brand recognition and the confidence this instills."
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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