High street agents star in new Abta confidence campaign
James ChappleSeveral high street agents, as well as a host of their industry colleagues, will front Abta’s new Travel with Confidence campaign, launched on Monday (4 January).
Westoe Travel’s Graeme Brett and Liphook Travel’s Andrew Meech are among those starring in the national advertising campaign, highlighting why consumers can book with confidence via Abta members.
A full video advert airing on Facebook, as well as a shorter Instagram version, have been created from a number of selfie videos shot by a broad range of Abta members.
They feature retail travel agents, homeworkers and tour operators discussing – in their own words – the support, expertise and protection that comes via booking with an Abta member.
The launch videos, which will run until the end of February, will be supported by a number of six-second bumper ads and social media gifs that will also run across other platforms, such as Twitter and YouTube.
These will highlight the additional benefits, added value and peace of mind that comes as a benefit of booking through a travel professional.
The videos are the second phase of the Abta campaign, complementing a series of 30-second radio adverts that have been running on streaming services and commercial radio stations since 14 December.
A new #MakeMoreMemories campaign, meanwhile, was launched on 1 January, encouraging consumers to comment on Abta’s social media posts with details of where they plan to holiday in 2021 to be in with the chance of winning a set of Apple AirPods Pro.
Graeme Buck, Abta director of communications, said: “After a tough 2020, many people are really looking forward to taking a break. Those thinking about their holiday plans for the year ahead will be keen to turn to travel professionals they can trust to help them find the best holiday for them."
Buck continued: “We wanted to invite our fantastic members to explain in their own words why their personal service, incredible breadth of knowledge and tireless support means their customers return to them each year to book their holidays.
“We’ll be reminding the public they can book with confidence when they see the Abta logo, knowing they will have access to the support and expertise provided by Abta members.”
Abta’s full Travel with Confidence video advert also features: Byway’s Cat Jones; Courtney Travel World’s Stephanie Jepson; Matt Pink from easyJet Holidays; Jay Clements from English Holiday Cruises; Flight Centre’s Lucy Clifton; Laura McCann of Laura Meets World; Mark Gardner from MSG Tours; Pole Travel’s Jill Waite; Kevin O’Regan from Ramblers Walking Holidays; and Jamie Harto-White of Walt Disney Travel Company.
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