confidence”
and understanding of ABTA and its role, as well as promoting booking with ABTA members.
Find out more ABTA has 14 education partners (12 universities and two colleges). It is also represented on the Travel Apprenticeship Board and we worked with our members to develop the new apprenticeship professional standards. If you would like to find out more about ABTA’s campaigns and education partners, go to
abta.com. ABTA runs many campaigns, such as
worked on the campaign with her team. Shelly says: “We are really pleased with the results of this year’s campaign. The #beABTAsmart message seems to have resonated with consumers. The second phase of the campaign saw us using purely digital channels for the first time and the engagement was really good. We also partnered with a social influencer network and held our first Twitter chat. We found this a great way to get the wider ABTA message across to key audiences.” ABTA also ran a very successful ‘Stop
Sickness Scams’ campaign in 2017. This was in response to a massive increase in fraudulent sickness claims over the past decade. Since 2013, there has been more
than a 500% increase in the number of compensation claims for holiday sickness, with tens of thousands of claims in the past year. Yet, during the same period, reported sickness levels in resorts remained stable. Evidence suggests many of these claims may be exaggerated or fraudulent. The integrated campaign was launched
in June 2017, using PR, social and lobbying channels and had an immediate impact. In July, the government announced it would be taking action to tackle fraudulent claims. Working in marketing for ABTA is very
different to working in marketing for a travel company. ABTA’s marketing and communications activity includes both B2C and B2B, and focuses on brand awareness
balcony safety, advice on gap years and swimming safety. You can find ABTA on Facebook page
facebook.com/ABTAlovetravel and follow ABTA on Twitter @ABTATravel.
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