ABTA’s 2018 Travel with Confidence national advertising campaign coincides with the industry’s busiest sales period of the year.

The campaign aims to raise awareness of ABTA’s Travel with confidence brand and encourage people to book with an ABTA member. It initially targets families and over 55s across the peak booking season, and then 18-35 year olds and business travel audiences later in the year.

This year’s campaign creatives tap into the social media trend of taking ‘feet selfies’ – where people post photos of their feet while on their travels.  Images from different destinations will feature in the campaign – demonstrating the wide range of holidays and locations on offer from ABTA members.


It carries a strapline saying ‘we’re with you every step of the way,’ highlighting how the benefits of booking with an ABTA member span the customer’s holiday from start to finish.