ABTA will launch its latest national advertising campaign on Christmas Day, to support the industry’s busiest sales period of the year.
The campaign – entitled Travel with Confidence – will launch with a series of four different radio adverts, aiming to encourage people to book with an ABTA member while also increasing understanding of the organisation’s offer of support, protection and expertise.
The radio adverts are expected to reach more than six million listeners and each one has been developed specifically to target a different audience; one for families on Heart DAB, one for young people on Capital DAB and one for the over 55s on Classic DAB.
The fourth brand advert will be broadcast across all three radio stations, and will provide an overview of the benefits of booking with an ABTA member.
All four adverts will also include a new ‘sonic identity’ developed for ABTA by Global; a short piece of music for people to identify the association by.
The radio campaign will be followed by an online targeted advertising campaign on YouTube and via programmatic, which will run between January and February.
Holidaymakers can also visit ABTA’s website, for tips on how to travel with confidence.
Victoria Bacon, ABTA director of brand and business development, said: “As we move into 2019 people’s thoughts are turning to booking holidays for the year ahead and we want to remind them of the importance of booking with an ABTA member, to ensure they travel with confidence.
“This year’s advertising campaign uses a multi-channel approach to reach holidaymakers right at the time of making their holiday decisions and also reflects the diverse range of holidays our members offer for people across all demographics.
“I would encourage all ABTA members to get behind the campaign by using the Travel with Confidence logo in their advertising.”
ABTA is the UK’s largest travel association, representing travel agents and tour operators that sell £37 billion of holidays and other travel arrangements each year.