Abta is seeking to engage with young people this summer in an effort to raise awareness of the brand.
The association will be running different initiatives targeting various segments of the 18-34 year old age range, including students and young families.
Abta aims to focus on the inspirational and fun aspects of travel.
Consumers will be directed back to a new Love Travel Facebook page www.facebook.com/abtalovetravel, which will be supported by online advertising.
This aims to create an ongoing dialogue between Abta and the public by offering ideas, inspiration and travel tips.
The campaign kicks off at Portsmouth University on June 1 wwhre students will be invited to take part in fun experiences, such as a climbing wall, as well as meet representatives from Abta and its members to learn more about the brands.
The events, which aim to reach more than 15,000 students at three university summer festivals, will be supported by posters, flyers and on- and off-line peer-to-peer student promotion. Association members Real Gap, Tucan Travel, STA Travel and eufest are participating in the activity.
Further campaign activities are being planned for later in the summer to specifically target young families.
Abta head of communications Victoria Bacon said: “Abta stands for choice and expertise as well as protection, and this is a message that resonates particularly strongly with younger audiences.
“The aim of this campaign is to raise brand awareness of Abta’s offer to consumers, highlight the huge variety of our membership and encourage people to look for the Abta logo when they book.”
She added: “We hope as many members as possible will ‘like’ us on Facebook and get involved.”