Marketing campaign will focus on educating consumers about the benefits of booking with an ABTA Member
With the peak booking season approaching ABTA is launching a new marketing campaign with the aim of educating consumers about the benefits of booking with an ABTA Member and reminding them to look for the logo when they book.
The ABTA logo already enjoys 78% consumer recognition and 7 in 10 consumers regard ABTA Membership as essential or important when booking their travel arrangements. This campaign aims to build on this recognition and highlight the full range of ABTA’s work that benefits consumers: from the Code of Conduct and financial protection schemes to its complaints handling and arbitration service and its work in raising health and safety and sustainability standards at home and abroad.
To kick off the campaign, in January ABTA is launching a new leaflet “Why book with an ABTA Member” for Members to provide to consumers. To order copies. Members should email: membersinfo@abta.co.uk with the number of copies they want (please note requests for copies will be subject to availability) and their Membership number.
The campaign will include a series of initiatives including: a new video to support the consumer leaflet called “Why book with an ABTA Member” that will be promoted across a range of digital channels; a completely revamped consumer section on abta.com that will include a range of travel advice for before, during and after a holiday; plus social media promotion and media campaigns in the New Year to inform consumers about the benefits of booking with an ABTA Member. Additionally, following the success of the 2012 “Love Travel” university road show, which reached over 100,000 students on and offline, ABTA will step up promotional activity among UK students with another road show programme in 2013.
To help Members ensure they get the most marketing value out of their Membership, ABTA has also today launched new guidance for Members on how to promote their ABTA Membership.
