ABTA will target the 18-35 leisure market as part of its 2018 Travel with confidence national advertising campaign covering May and June, to coincide with a busy sales period for late bookings for holidays over the summer.
The campaign aims to raise awareness of ABTA’s Travel with Confidence brand and encourage people to book with an ABTA member. It initially targeted families and over 55s and now it is targeting young families and people in the 18-35 year old age bracket.
This year’s campaign 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. This includes how ABTA’s code of conduct makes sure that when planning a trip customers have accurate information, and in the unlikely event something goes wrong with their holiday, they can access help to make a complaint. #beABTAsmart