Abta is launching the final phase of its campaign to boost last-minute summer holiday bookings.
- Titled ‘The Time is Now’, the campaign features radio broadcasts and social media initiatives.
- A #ABTAHolidayQuiz aims to engage consumers with exciting holiday prizes.
- Abta members are encouraged to leverage brand recognition via logo use in marketing.
- The campaign strives to bolster the lates market, according to Abta’s communications director.
Abta’s strategic initiative to accelerate last-minute summer holiday bookings ushers in its concluding phase today. With the tagline ‘The Time is Now’, this campaign is strategically crafted to leverage the peak of the holiday season and capture the interest of those yet to finalise their travel plans.
The initiative prominently features radio advertisements on Heart Digital UK, aimed at rekindling feelings of nostalgia and positivity among potential holidaymakers. The choice of Moloko’s song ‘The Time Is Now’ serves as a masterstroke in tapping into the emotional landscape of the target audience, reinforcing the timeliness of these last-minute bookings.
In parallel, a multi-channel social media campaign is underway, extending the reach and impact of the core message. A significant element of this engagement is the #ABTAHolidayQuiz, a cleverly designed interactive competition that offers holiday-related prizes, thus fostering active consumer participation.
Central to the campaign’s success is the brand’s reinforcement strategy, urging Abta members to prominently display the association’s logo in their marketing efforts. This tactic not only strengthens brand recognition but also assures consumers of a reliable and trusted holiday experience, encouraging them to book with confidence.
Graeme Buck, Abta’s communications director, highlights the importance of this campaign, noting that although booking volumes have been strong, there remains a substantial segment of potential travellers yet to book their overseas breaks. Buck emphasises that the current campaign is not just about boosting numbers but ensuring that Abta members remain at the forefront of the travel decisions of these last-minute bookers.
Abta’s campaign strategically aims to capture the late summer holiday market, ensuring continued growth for its members.
