The blitz, which got under way on Monday (13 May), features radio adverts on Heart Digital, a multi-channel social media push and consumer competition, as well as a dedicated page on Abta’s website. Abta has set the radio adverts to the beat of Moloko’s hit song, The Time Is Now, as a call to action to consumers.

“We chose Moloko’s The Time Is Now to soundtrack our radio ads not only because the theme works well, but many of today’s holiday bookers and decision makers grew up with the song,” said communications director Graeme Buck. “It’s feel-good and will evoke positive feelings and happy memories.”

As part of the PR push, the organisation has urged members to make full use of its logo in their marketing, with new Abta data suggesting nearly nine in 10 Brits are more likely to book with an Abta member than a non-member.

Abta has also launched a holiday quiz across all of its social media platforms and is offering tips for late bookers on its website. “We’re confident that the campaign as a whole will help Abta member businesses to grow and thrive,” Buck added.