The Association of British Travel Agents (ABTA) is encouraging holidaymakers to book through accredited members for reassurance during the credit crunch. It is launching a new campaign later this month to target consumers during the peak booking period.
The campaign aims to reinforce ABTA’s strapline, Book with Confidence, and it will run across radio, print and online. The radio work will include a week-long campaign on Classic FM, starting January 20, that will focus on the importance of travel cover.
ABTA has appointed digital agency Five by Five to handle its first online campaign, which will include paid search and site specific activity.
ABTA head of communications, Casia Zajac, says the integrated campaign will help it reach the wide ranging and diverse markets effectively.
Earlier in January, ABTA expressed concerns over the new Financial Services Authority regulations on travel insurance, which has led to a more complex system for travel agents. It fears people will book their holiday without travel cover.