ABTA has announced the launch of the second phase of its ‘Travel with confidence’ nationwide advertising campaign which runs until the end of July.
The campaign will specifically target 18-24 year old holidaymakers, the consumer group most likely to be late bookers, and will promote the association'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.
Victoria Bacon, ABTA head of brand and business development, said: “Our travel with confidence message really underpins everything we and ABTA members do for customers and is particularly important at the moment, given uncertainties around issues such as geopolitics, global terrorism and online holiday fraud.
“We know from our own research that one in five 18-24 year olds (21%) 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. We would encourage all members to get involved by using their ABTA logo and branding to take full advantage of ABTA’s powerful public brand recognition and the confidence this instils.”