A ‘travel with confidence’ consumer advertising push is being launched by Abta to coincide with the post-Christmas peak booking period.
The national print adverts, to appear from December 28, will highlight why holidaymakers should book with an Abta member.
The campaign will showcase a new creative for the association and will appear in national titles including The Sun, The Sunday Sun, The Daily Mail, The Sunday Mail and all regional Metro editions.
The adverts aim to educate holidaymakers about the benefits of booking with an Abta member and the package of support, protection and expertise the association offers consumers
Marketing materials including a new video and leaflet have been produced to support the consumer awareness campaign.
Abta will be supporting the new messaging in January with an ‘early-bird’ campaign, encouraging holidaymakers to book their holiday early with an Abta member.
This will run on social and digital channels with promotional support from Heart, across its FM and digital radio stations as well as being promoted to print media titles.
Abta chief executive Mark Tanzer said: “The Abta brand already enjoys excellent public recognition, with this campaign we want to deepen the understanding of the benefits of Abta, such as the high standards customers can expect from our members and the help Abtz offers customers, including travel advice and services such as independent complaints handling.
“Our customer offer is stronger than ever and this campaign will bring that to life at a pivotal time for bookings.”
Member Doreen McKenzie, of Knock Travel, said: “Abta membership is a very important part of my business as holidaymakers really look for the reassurance that the Abta logo offers.
“The new ‘Travel with confidence’ strapline is fantastic as it tells holidaymakers more about why we are members of Abta and I welcome Abta’s efforts to develop this understanding.
“We are proud to display the new logo and give our customers access to the benefits that membership provides.”