ABTA travel agency body launches first digital campaign

by Alex Brownsell, marketingmagazine.co.uk 19-Dec-08, 14:43

LONDON - The Association of British Travel Agents (ABTA) is to launch its first ever digital campaign to encourage consumers to book with ABTA Members. The integrated campaign, also incorporating radio and print activity, will break in January.

Ads will direct consumers toward the ABTA website, www.abta.com, where they can find a travel company which fits their needs. In preparation for the campaign, ABTA is requesting that its members update their websites to flag up ABTA membership, as well as any particular specialities.

The last ABTA marketing campaign, promoting the benefits of package holidays, broke in October in the wake high-profile collapse of travel company XL Leisure Group.

This month TUI is to also launch campaigns for its tour operation brands, Thomson and First Choice, promoting the fact that its holiday packages are protected by the Air Travel Organisers' Licensing (ATOL) group.