The national ad campaign will debut across social media on Boxing Day (26 December) with a lead video for Facebook and Instagram featuring several members representing the length and breadth of the UK travel sector.
Together, they will highlight the expertise, personal service and reassurance inherent when booking with an Abta member, and the value of this during the pandemic.
Among them is Delmar World and Perfect Cruises’ Ann Anglesea, Premier Travel’s Nicola Rolph, Flight Centre’s Nikki Metcalfe and Charlotte Lawn from lastminute.com. Suppliers, meanwhile, are represented by Sherrie May-Reeves from Nomadic Tours and Azamara’s David Duff.
The videos also feature testimony from customers of Jet2holidays, Not Just Travel and Norwegian Cruise Line, highlighting the service they have received, the quality of their holidays, and their enthusiasm to travel despite the challenges posed by Covid-19.
Over the coming weeks, Abta will turn the customer testimonials into a series of shorter videos members will be able to share across their own social channels, as well as gifs reiterating the benefits of booking with an Abta member.
All the campaign materials will in January be added to Abta’s marketing toolkit, and Abta will itself be promoting the new assets on the Abta members Facebook page.
Beyond social media, Abta has taken out 30-second slots on Heart Radio nationwide from 27 December until mid-January; the ads will urge listeners to look out for the Abta logo when they book.
Graeme Buck, Abta director of communications, said: “After another difficult year, many people are desperate to get away on an overseas break and increasingly want the expertise and reassurance that comes from booking with a trusted travel professional.
“This year’s Travel with Confidence campaign celebrates the hugely important role that Abta members play in helping people navigate the unexpected changes caused by the pandemic, so they can book and travel with confidence.
“Importantly, this year we also hear from customers who have travelled, and are looking forward to travelling, with an Abta member. It will be a powerful reminder to people that they can book with confidence when they see the Abta logo.”
