ABTA is spending £250,000 on a new campaign and logo to
highlight the financial protection of booking through an ABTA agent.
An advert with the new logo – a tick forming the words ‘ABTA
Assured’ – appeared in national newspapers at the weekend carrying the
strapline ‘Bring the highest protection factor on holiday’.
Head of marketing for the campaign Keith Betton said: “An
average of 87% of people recognise the ABTA name, but not a lot of people know
what we do. We want to link knowledge of the name with safety and assurance.”