ABTA to launch post-Christmas advertising campaign
ABTA will launch of a nationwide advertising campaign on December 27 to try to steer consumers to book with a member travel agency.
Running throughout January, the ‘look for the logo’ campaign will promote ABTA’s ‘Travel with Confidence’ message.
It 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, with 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 run 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, now in its third year, will also be supported by targeted online advertising.
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."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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