ABTA’s latest campaign targets millennials
ABTA has launched a Travel with Confidence national advertising campaign aimed at 18 to 35-year-olds.
The campaign, which will run until June 30, aims to encourage millennials to book with an ABTA member.
It follows previous Travel with Confidence campaigns targeting families and the over 55s.
With the strapline ‘we’re with you every step of the way’, it highlights the benefits of booking with an ABTA member, including making sure that they have accurate information and help with making a complaint if something goes wrong.
It includes a social media campaign across Facebook, Instagram and YouTube.
ABTA will also support the campaign through a hub on its website providing holidaymakers with tips on how to travel with confidence and with social media activity with the hashtag #beABTAsmart, social media for members to use and a competition.
ABTA’s director of brand and business development Victoria Bacon said: "As thousands of younger travellers and young families start to plan and book their summer holidays or autumn travel plans, 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.
"I’d really encourage all ABTA members to get behind the campaign by using the Travel with confidence logo in their advertising, and we also have social media content members can download and use across their own channels."
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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