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“Travel with


As the public face of the industry, ABTA plays a huge role in educating and advising travel companies’ customers


ABTA is the UK’s largest travel trade association with over 1,200 members, ranging from well-known holiday companies, to small, specialist travel agents. It has been a trusted travel brand for 65 years. ABTA’s purpose is to help its members to grow their businesses successfully and sustainably, and to help their customers travel with confidence. The ABTA brand stands for support,


protection and expertise. This means consumers have confidence in ABTA and a strong trust in ABTA members. These qualities are core to ABTA as they ensure that holidaymakers remain confident in the holidays that they buy from its members. ABTA helps its members and their


customers by raising standards in the industry; offering schemes of financial protection; providing an independent


complaints resolution service; giving guidance on issues from sustainability to health and safety; and presenting a united voice to government to ensure the industry and the public get a fair deal.


Campaigns For the past four years ABTA’s communications team has been running


ABTA’s ‘Travel with Confidence’ national advertising campaign. The overarching message calls for consumers to look for the ABTA logo and to book their holidays through an ABTA member travel company. The 2017 campaign had a two-phased approach. The January campaign was aimed at families and older consumers looking to book their holidays in advance and take advantage of early-booking deals. It promoted the strapline “Be Smart. Always Book with an ABTA Travel Company” and ran across several channels including social media and radio. The June campaign was aimed at the late booker, predominately 18-35-year-olds and used the #beABTAsmart hashtag across social media channels. The ABTA logo does mean financial


protection to many consumers but ABTA also offers support, protection and expertise to holidaymakers. Shelly Beresford, ABTA’s senior manager for brand and digital communications,


46


with


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