ABTA to use feet selfies in peaks campaign
ABTA will tap into the social media trend of taking feet selfies for its 2018 ‘Travel with Confidence’ national advertising campaign.
Launching on Boxing Day, and designed to encourage people to book with an ABTA member, the campaign will initially target families and over 55s across the peak booking season, and then 18-35 year olds and business travellers later in the year.
Images of feet selfies in different destinations will feature in the campaign with the strapline ‘we’re with you every step of the way’.
Victoria Bacon, ABTA’s director of brand and business development, said: "As thousands of travellers start to plan and book their holidays for 2018 we’re reminding people of the importance of booking with an ABTA member, to ensure they travel with confidence and have access to expertise, support and protection.
"Being with you every step of the way links to the benefits that booking with an ABTA member provides before, during and after a holiday, through a range of services from ensuring customers get the holiday they book under ABTA’s code of conduct, through to supporting complaints handling if something goes wrong."
She encouraged members to get behind the campaign by using the logo in their advertising and to make use of social media content.
ABTA will target families through Facebook advertising and a partnership with Made for Mums, a parenting website.
It will run a dedicated campaign with The Telegraph to reach the over 55s and a social media campaign across Facebook, Instagram and YouTube to reach 18-35-year-olds.
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.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
France prepares for a massive strike across all transports on September 18
Turkish tourism stalls due to soaring prices for accommodation and food
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt