New ABTA strapline launched
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ABTA has announced a new strapline as it aims to bring a more powerful message for members.
‘Travel with confidence’ is now part of its consumer branding and will replace ‘The Travel Association’ on marketing material from next week.
It aims to spread the message of the association’s support, protection and expertise although consumer research showed many already recognise its arbitration scheme, Code of Conducts and customer support.
Members will receive a toolkit explaining how they can use the new messages, which have been changed after an extensive brand review.
‘The Travel Association’ strapline will remain in trade communications.
“ABTA already has an extremely strong brand with 75% consumer recognition and we are always looking at ways to build on and deepen the understanding of what we do. ‘Travel with confidence’ is a powerful and dynamic message for our members to use on their frontline, in their marketing and on their digital channels. It will help to differentiate their business because it builds on consumers’ strong trust in ABTA and our members,” said chief executive Mark Tanzer.
He added: “We believe that our consumer offer is stronger than ever. Over the past few years we have made significant investment in our systems to enhance our handling of customer enquiries, we have developed greater consumer resources on our website and introduced new initiatives to raise industry standards, such as our work in health and safety and sustainability.”
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