Abta will launch a major consumer campaign next week with a new strapline on its logo assuring holiday buyers they can ‘Travel with confidence’.
The association will unveil the strapline and logo at World Travel Market in London on Monday, having sent materials to members this week.
It will follow up with a marketing campaign in print and online in January. The new message to consumers follows extensive focus‑group research.
Chief executive Mark Tanzer said: “The brand is a key part of Abta. We’ve always seen building confidence as part of what we do. This makes it more explicit.”
The research found consumers have strong trust in the Abta logo and a good understanding of what Abta does.
Tanzer said: “The fact that we have standards, that our members are bona fide, was very strong – as was the fact consumers have recourse if something goes wrong. Financial protection was a part of this but not the main thing at all.”
He said: “Travel with confidence is a powerful message for members to use on the frontline. It builds on the strong trust in Abta and our members.”
Abta will retain its existing strapline ‘The Travel Association’ for corporate and trade communications.
Tanzer said: “We want to be seen as the voice of the industry.”
Members were due to receive a toolkit at the end of this week, including the revised logo, consumer leaflets, a video link and guidelines on using the materials.
Details of the ad campaign have yet to be finalised, but Tanzer said: “A significant budget has been earmarked. We’ll hit consumers in January and want members to be ready.”