As of Monday 16 December, the campaign will adverts on Capital, Heart, Classic and Sunrise radio stations — with two executions involving a message to look for the ABTA logo when making a booking and another to reassure consumers in the run up to the 31 January Brexit deadline.
The Capital adverts target 18-34 year olds, Heart the family market and Classic the over 55s. ABTA is also working with Sunrise radio to reach the Asian market.
Social media activity will include running 15-second animated ‘stories’ across Facebook and Instagram and it will also involve influencers to promote ABTA and its Members. This will go live after the festive season, allowing time for people to engage with their content whilst ABTA’s successful “Trusted Travel Professional” video (above) will be advertised on Youtube.
ABTA’s director of brand and business development, Victoria Bacon, said: “The ABTA Travel with Confidence campaign will support Members’ businesses throughout the extremely important booking period during the festive period and into the New Year.
“Consumer confidence is essential to maintain healthy bookings, particularly in the run-up to the Brexit deadline at the end of January, and I strongly encourage Members to display the ABTA logo prominently, especially in any campaigns, to tap into its resonance with consumers”.
Independent research earlier this year found that 78% of people felt more confident when booking a holiday with an ABTA Member and the Travel with Confidence campaign aims to make best use of this equity.