ABTA members urged to use their logo to benefit most from new bookings campaign

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ABTA members are being urged to prominently display their logo to get the maximum benefit from the association’s new Travel with confidence campaign.

The latest campaign was launched in mid-November, almost a month earlier than usual to capitalise on the fact that winter had drawn in, the summer holidays felt like a million years ago, and people were ready to start dreaming about their next trip. 

As ever, the main objective of the campaign is to drive people towards an ABTA member, once they’re ready to book.

The Dream it! phase of the campaign ran as a warm-up to peaks, tapping into that dreaming mindset and showcasing the variety of trips that ABTA members offer. 

This phase promoted ABTA members as the people who can make dream holidays come true, no matter where people want to go or what experiences they want to enjoy.  

Dream it! targeted two important markets – families and 16–24-year-olds since ABTA’s research shows this age group plans to take more holidays next year than any other. It provided inspiration on potential destinations, encouraging people to think about their 2024 holidays.

Following the Dream it! activity across social media, radio advertising went live in early December on Heart Digital UK and will run until January. 

ABTA Director of Communications Graeme Buck said: “The first phase of the campaign was seen over three million times and resulted in a significant uplift in consumer searching for ABTA members on abta.com.  

“We encourage all members to use their ABTA logo all year round, but particularly now during the campaign as we are signposting consumers to it when they are booking their holiday. 

“Last year’s campaign saw a 50% increase in hits on the member search in abta.com – that’s thousands and thousands of people checking if a travel business is a member.”

If you’re an ABTA member, you can download the ABTA logo and other assets from the campaign here.

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