Abta poised for peaks via ‘travel with confidence’ advertising push

Abta is preparing its annual ‘travel with confidence’ campaign to support members through the peak booking period against a backdrop of a possible Brexit in January.

Adverts on national radio will feature alongside animations and videos on social media and online sites.

The activity kicks off on December 16 – the Monday after the general election – and runs until the end of January.

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Brand and business development director Victoria Bacon said: “The Abta travel with confidence campaign will support members’ businesses throughout the extremely important booking period during the festive period and into the new year. 

“Consumer confidence is essential to maintain healthy bookings, particularly in the run up to the Brexit deadline at the end of January, and I strongly encourage members to display the Abta logo prominently, especially in any campaigns, to tap into its resonance with consumers.”

Radio adverts will appear on Capital, Heart, Classic and Sunrise with one involving a message to look for the association’s logo when making a booking and another to reassure consumers in the run up to the proposed January 31 Brexit deadline.

The Capital adverts target 18-34 year olds, Heart the family market and Classic the over 55s. Abta is also working with Sunrise radio to reach the Asian market.

Social media activity will include running 15 second animated ‘stories’ across Facebook and Instagram. it will also involve socoal media influencers to promote Abta and its members.

This will go live after the festive season, allowing time for people to engage with their content whilst Abta’ ‘Trusted Travel Professional video will be advertised on Youtube. 

Tailored online adverts on major booking platforms throughout January will support members selling business travel. 

Independent research earlier this year found that 78% of people felt more confident when booking a holiday with an Abta member and the campaign aims to make best use of this.

MoreAbta urges members to back Travel With Confidence campaign [Dec 18]

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