Atol is launching a campaign to remind consumers of the importance of booking a financially-protected package holiday, in its “biggest-ever” peaks booking campaign.
The ‘holiday booking boogie’ campaign, which encourages consumers to do a dance when organising their next overseas holiday, runs until the end of January to raise awareness of the Atol brand.
Run by the Civil Aviation Authority, which oversees the Atol financial protection scheme, the campaign is predicted to reach up to 25 million people during the traditional peak booking period.
Created by AB Brand and Marketing Agency, it will feature three videos, each with people dancing in their own homes to celebrate having just booked their next holiday and knowing their break is protected by the Atol scheme.
For the first time, advertising will run on AdSmart from Sky to get access to millions of Sky and Virgin homes in a bid to target the right audience for the campaign’s key messages.
The campaign will also run on digital channels including YouTube, Facebook, Instagram and Spotify and content will run across Atol’s own social media channels.
Michael Budge, head of Atol at the CAA, said: “Our consumer research shows that planning and booking holidays is an exciting process and we wanted our campaign to reflect that feeling.
“People are positive and optimistic as they look forward to their overseas trip next year, but we know holidays can be a significant financial outlay, especially in the current economic climate.
“This makes it doubly important to book your package holiday with an Atol licensed operator. We want people to have peace of mind knowing they will not be left out of pocket if the worse were to happen between booking and travelling.”
He added: “The campaign is designed to be a fun way of conveyed a serious message that consumers should check their holiday is financially protected by the Atol scheme, before they book.”