Team behind Love Island jingle produces signature tune for ABTA
ABTA is considering acquiring a piece of signature music to use in its own advertising and for members to use in their own adverts.
Working with A-Mnemonic, which devised the Love Island signature tune, it has come up with a score that could be adapted to all the different holiday markets, from business travellers to families to millennials to the over-50s.
A second or two of the music could also be added as a jingle to the end of its members’ own adverts.
ABTA director of brand Victoria Bacon said the music could possibly be used in the association’s own advertising, such as its annual Travel with Confidence campaign, and that tour operators might also want to add it as ‘a reassuring arm round your shoulder’ at the end of their TV or online adverts to let customers know that they’re booking with a company that is ABTA-protected.
Members will be asked for their feedback on the music, which was unveiled at the ABTA Travel Convention.<
Media and entertainment group Global approached ABTA with the idea, but Bacon said they had not discussed how much it would cost if the association decided to buy the music.
Global’s creative director Jo McCrostie told the Travel Convention audience that research from the University of Leicester found that brands with music that fit their brand identity are 96% more likely to be recalled than those with music that jarred with the brand or those with no music at all.
Bacon said she had given A-Mnemonic a brief to create a ‘warm’ tune that ‘inspired confidence’.
"We did this as an experiment with Jo and the team I am really pleased with the results," she said. "We do a lot with the brand and we do use sound but we don’t have a sound brand identity. We would like to get feedback from our members to know where we will go with it from here."
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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