Abta targets youth market with next phase of campaign

The initiative aims to encourage 18-24 year-olds to “look for the logo” and purchase their summer getaways through its members to avoid falling foul of unlicensed travel companies.

Running from June 13 till the end of July, the drive will be visible across a host of websites and social media platforms including Spotify, Instagram, YouTube and Facebook.

It will be supported by a “travel with confidence” information hub which can be accessed at www.abta.com as well as an online competition.

Banner advertisements and a video promoting the campaign will also be available for the association’s members to share online.

The first phase of the campaign ran earlier in the year aiming itself at families and older travellers, who according to Abta are likelier to book further in advance.

Head of brand and business development, Victoria Bacon 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 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.”