Abta has started the first phase of its latest ‘Travel with confidence’ advertising campaign, on one of the UK’s the biggest commercial radio stations, Heart Digital UK, on Monday (December 12).
The association said the annual campaign is a “key part” of its marketing activity, aiming to generate business for members and maintain “high public favourability” for the Abta brand.
Radio adverts will run for four weeks, highlighting the importance of holidays in creating memories and spending quality time with friends and family – and encouraging consumers look for the Abta logo “to bring peace of mind when booking”.
Heart has been chosen because of its reach among family audiences, which Abta’s research shows is one of the demographics most likely to carry on taking holidays despite the cost-of-living crisis.
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The second phase of the campaign will go live on Boxing Day and run until the end of February through a video on social media.
The video shows a montage of Abta members’ customers explaining why they are loyal bookers, and why their holidays are important to them.
Last year’s campaign reached 12.5 million people on radio and more than 16 million people across Abta’s social media channels. It is expected that this year’s will reach similar figures.
It is timed to support the traditional peak holiday booking period and when many Abta members are also running their own advertising campaigns.
Abta is urging members to back the campaign with the hashtag #WeAreABTAMembers.
The association has updated its marketing toolkit with social media posts and assets which members can use.
Graeme Buck, Abta’s director of communications, said: “Effective advertising campaigns tap into people’s emotions. With the current economic backdrop, some people who haven’t yet booked a holiday might be wavering, so our focus this year is to remind people how precious holidays are and that they’ll be in safe hands if they book one with an Abta Member.
“Once again, our campaign is projected to reach millions and it’s exciting to support our members by reminding people why they should book with them.”