Abta will launch its 2019 Travel with Confidence national advertising campaign on Christmas Day, as the industry approaches its busiest sales period.
Four different radio adverts will encourage people to book with an Abta member and outline the association’s offer of support, protection and expertise.
The radio adverts are expected to reach more than six million listeners and will target different audiences – one for families on Heart, one for young people on Capital and one for the over-55s on Classic FM.
The fourth advert will be broadcast across all three radio stations, providing an overview of the benefits of booking with an Abta member.
All four adverts will include a new ‘sonic identity’ – a short piece of music – developed for Abta by media and entertainment group Global.
The radio campaign will be followed by an online advertising campaign on Youtube in January and February.
Victoria Bacon, Abta’s brand and business development director, said: “As we move into 2019 people’s thoughts are turning to booking holidays for the year ahead and we want to remind them of the importance of booking with an Abta member, to ensure they travel with confidence.
“This year’s advertising campaign uses a multi-channel approach to reach holidaymakers right at the time of making their holiday decisions and also reflects the diverse range of holidays our members offer for people across all demographics.
“I would encourage all Abta members to get behind the campaign by using the Travel with Confidence logo in their advertising.”