The Civil Aviation Authority’s peaks Atol campaign is inviting people to check that their next trip is financially protected before taking “the holiday plunge”.
The campaign, which launched on December 18 and will run until the middle of February, will feature on a range of digital and broadcast platforms, including Spotify, Instagram and YouTube.
The aim is to raise awareness of the Atol brand and remind customers how important it is to make sure their package holiday bookings are financially protected by the scheme, which is overseen by the CAA.
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Andrew McConnell, the CAA’s head of media and external affairs, said: “We know from our research that people are already planning their next overseas trip, so before consumers take the holiday plunge, they should use our ‘check for Atol’ tool to see if their holiday provider holds an Atol licence.
“By booking an Atol-protected holiday, they know they can then relax, knowing they won’t be left out of pocket should anything happen to their travel firm.”
The campaign, created in partnership with AB Brand and Marketing Agency, is expected to generate more than 50 million impressions and encourage up to 400,000 people to visit the Atol website.
The two videos being used each show a couple and a young child jumping into the pool. They pause in mid-air before they make their big splash to remind people to check that their next holiday booking is protected by the Atol scheme.
McConnell said: “This year has seen growth in bookings, driving holiday reservations back to pre-pandemic levels, and while, unfortunately, we have seen several smaller organisations go out of business this year, Atol financial protection has provided reassurance by assisting people to get home if they are already abroad or allowing them to make a claim for a refund if they are yet to travel.”
Atol won an award for its 2022 peak-booking campaign promotion and was highly commended for another.
A survey of around 2,300 people by Atol this month found that nearly three in five (56%) are planning to go overseas on a summer holiday in 2024.
Those in Northern Ireland were the most likely to go abroad next year (67%), followed by those in Wales (57%). Around 55% of people in England plan a trip away in 2024, according to the survey, while Scots were the least likely of those surveyed to go overseas next year (53%).
Atol’s research also found that among those planning to go on an overseas summer holiday in 2024, a total of 17% have already booked, while 23% plan to book this winter and more than two-thirds (38%) plan to book in the spring. A total of 17% plan to leave it until the last minute and book between June and August, the survey suggested.
Photo: Atol/CAA