Friday 1 July 2016

ABTA to reboot ‘Travel with Confidence’ campaign

THE ASSOCIATION OF BRITISH TRAVEL AGENTS (ABTA) has launched the second phase of its ‘Travel with confidence’ nationwide advertising campaign, Running until the end of July, it will specifically target 18-24 year-old holidaymakers, the consumer group most likely to be late bookers.

The campaign will promote ABTA’s ‘Travel with confidence’ message, and highlight why customers should ‘Look for the logo’ and book with an ABTA member as they navigate the late holiday booking period.

The first phase of ABTA’s ‘Travel with confidence’ campaign ran earlier in the year and was specifically aimed at families and older travellers who are more likely to book holidays further in advance.

Victoria Bacon, ABTA head of Brand and Business Development, said: ‘Our travel with confidence message underpins everything we and ABTA members do for customers and is particularly important at the moment, given uncertainties around issues such as geo-politics, global terrorism, and online holiday fraud.

‘We know from our own research that one in five 18-24 year olds are planning to go on a summer holiday, but haven’t yet booked it. This phase of our campaign will help us to engage with these younger travellers, encouraging them to book with an ABTA member and helping them to get the holiday they’ve paid for.’

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