Abta is going feet first into the turn of year peak sales period with its latest travel with confidence national advertising campaign breaking on Boxing Day.

The new push taps into the social media trend of taking ‘feet selfies’ – where people post photos of their feet while on their travels.

Images from different destinations will feature in the campaign in a bid to demonstrate the range of holidays and locations on offer from Abta members.

It carries a strapline saying ‘we’re with you every step of the way,’ highlighting how the benefits of booking with an Abta member span the customer’s holiday from start to finish.

Families and over 55s across the peak booking season will be targeted in the latest advertising blitz.

The campaign will shift to 18-35 year olds and business travellers later in 2018. The cost has not been disclosed.

The activity aims to raise awareness of Abta’s travel with confidence brand and encourage people to book with a member of the association.

National advertising will make sure the campaign messages reach target audiences including:

  •      Engaging families through Facebook advertising and a partnership with Made for Mums – a parenting website with 9.7 million page impressions a month.
  •      A dedicated campaign with The Telegraph to reach over 55s.
  •      A social media campaign across Facebook, Instagram and YouTube aimed at 18-35s.
  •      Targeted advertising to reach people who frequently book business travel arrangements.

Abta will support the campaign through a hub on its website providing holidaymakers with tips on how to travel with confidence.

There will also be social media activity with the hashtag #beABTAsmart and a competition.

Brand and business development director Victoria Bacon 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.

“Our members offer a diverse range of holidays from sunshine breaks in Sicily to historic trips to Malta, and we are keen to reflect that in this year’s campaign.

“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.”