ABTA will be launching a marketing campaign in January to encourage consumers to book with ABTA members.
An advert will be aired on Classic FM for a week from January 19 urging listeners to “book with confidence” by finding their local ABTA member.
ABTA is looking at advertising on online travel agency or tourist board sites for the first time. It will also use PR to gain coverage in national and regional press.
The ads will direct people to the ABTA website where there will be a new landing page with a ‘search for a member’ facility.
Head of communications Casia Zajac said: “We are emphasising the emotional and psychological value of a holiday and getting the message over that our members can offer reassurance and expertise.
“We are experimenting for the first time with online advertising and hope this will drive people to the ABTA website.”
Zajac is urging members to make sure their specialisations and special offers are updated on the site. A
gents who need assistance can call the members’ information line on 0845 177 2282 or email firstname.lastname@example.org.