New adverts across social media and radio highlight why people can book and travel with confidence through an ABTA member
ABTA’s latest Travel with Confidence national advertising campaign launched across social media on Boxing Day, with ABTA members and their customers describing the benefits of booking and travelling with an ABTA member.
Following the success of last year’s videos, which reached more than 10 million people, ABTA has again produced a lead video for Facebook and a shorter version for Instagram. The videos feature members from Premier Travel, Nomadic Tours and more talking about the service and reassurance that comes from booking with an ABTA member, especially during the pandemic.
This year, the video also features customers explaining why they choose to book with an ABTA member – from highlighting the trusted advice they receive to describing the holidays they’ve enjoyed.
Regular traveller, Lucy Barlow, says: “I always like to book with an ABTA-approved company because it just gives me peace of mind, especially at the moment with the way things are in the world. They have a really high standard for their members, so I would definitely recommend looking for the little ABTA sign whenever you’re booking.”
ABTA will turn the testimonials from customers into a series of shorter videos that members can share across their own social channels, as well as animated gifs. Campaign materials will be added to the marketing toolkit this January and ABTA will be promoting all new social media assets on the ABTA member Facebook page.
Listen out for 30-second radio adverts that will also air on Heart Radio until mid-January.
“After another difficult year, many people are desperate to get away on an overseas break and increasingly want the expertise and reassurance that comes from booking with a trusted travel professional,” said Graeme Buck, director of communications at ABTA.
“This year’s Travel with Confidence campaign celebrates the hugely important role that ABTA members play in helping people navigate the unexpected changes caused by the pandemic, so they can book and travel with confidence.”
For more information about the campaign, visit www.abta.com/travelwithconfidence.
ABTA’s one-day conference – held on January 26, 2022, virtually or in person at Deloitte, 2 New St Square, London, EC4A 3BZ – will provide guidance for travel businesses
Find out how your business can adapt to include sustainable practices at all levels and remain resilient in the future. Get practical guidance on how to allocate internal resources and learn how to engage stakeholders, investors and get buy-in. Discuss how to engage and communicate effectively with your customers and staff as well as how agents and operators can work together to set best practices.
This event will be a hybrid conference, allowing you to watch the live content stream and interact with speakers via a custom virtual platform, or in-person at Deloitte’s central London offices. Submit your questions in advance, or live during the conference, and network with colleagues both on and offline. View the agenda here.