Abta is inviting members and their customers to submit videos to be part of its next Travel with Confidence national advertising campaign.
The campaign will go live across social media channels over the Christmas period and throughout the crucial early booking period at the start of 2022.
The video will feature Abta members sharing their professionalism, personal service, and passion for travel as well as their customers saying why they feel it is important to book through a trusted travel company.
The campaign follows the success of the hero video created for last Travel with Confidence campaign, which reached 10.4 million people across Abta’s social media channels.
This year Abta plans another hero video for Facebook and a shorter version for Instagram, created from ‘selfie’ videos submitted by members and their customers to highlight the expertise, support and protection of booking through an Abta company.
Abta is offering a £50 Amazon voucher to incentivise agents’ customers to share a testimonial video of themselves.
The videos of members should show them taking care of customers, using their knowledge to ensure clients have the best holiday and show real members explaining how important it is to book with travel experts.
Videos of Abta members and customer selfies should not be longer than 60 seconds and should be submitted by November 26. A ‘fresh, honest, chatty’ style is more important than a ‘polished, professional’ approach, according to Abta.
All video responses will feature as part of the campaign or during 2022 either on social media advertising or as content on Abta’s social media channels.
Graeme Buck, Abta’s director of communications, said: “There is an exceptional range of knowledge and passion for travel amongst the Abta membership and we want to once again offer members the opportunity to express this in a video, also allowing their customers, new and old, to show their appreciation.
“We had some great input last year from members which really brought the campaign to life and this year we feel that customers would also like to hear from members of the public about how much they appreciate and value the services of Abta members.”
He added that members’ expertise was “more important than ever” in the current climate with travel requirements still in place as travel opens up.
Abta is providing a full briefing to members on the kind of content that will work well on videos and details of where to send them.