This initiative marks the largest promotional campaign since the pandemic, aiming to inspire holidaymakers as they plan for the upcoming travel season.
- Abta engages influencers and utilises multi-channel advertising to increase awareness ahead of peak travel booking periods.
- Influencers @pavisfrancesca, @jayneytravels, and @travellingtuesdays contribute to the campaign through targeted TikTok and Instagram content.
- The campaign includes significant radio presence on Heart FM digital and extends to Abta’s social media platforms with inspiring travel content.
- Abta aims to significantly boost visits to their website and member bookings by utilising strategic social media hashtags and a powerful brand message.
In a strategic move to revitalise travel interest, Abta has launched its most extensive promotional campaign since the pandemic. Utilising a mix of influencer marketing and traditional media, the initiative seeks to captivate the attention of early holiday planners. The move signals a proactive approach to the upcoming travel season, as Abta aims to solidify its position in the market.
Abta has enrolled social media influencers to engage different audience segments through creative content. Influencer @pavisfrancesca, known for her engagement with millennial females, makes her debut on TikTok with Abta. Her content stresses the importance of booking with Abta-affiliated services. On Instagram, influencer @jayneytravels presents new travel destinations, particularly in less mainstream locations, targeting families. Meanwhile, @travellingtuesdays captivates younger audiences with ‘bucket list’ travel ideas.
The campaign extends beyond social media, incorporating a two-week radio advertising push on Heart FM digital. This approach ensures a wide reach, maintaining the visibility of Abta’s message across different platforms. This alignment of digital and radio marketing aims to remind travellers of the benefits of booking through trusted Abta member services, especially during the critical November planning period.
By integrating the hashtags #DreamItWithABTA and #TravelWithConfidence, the campaign reinforces its message across all platforms, encouraging consumers to associate their travel plans with Abta’s trusted network. In December, Abta plans an additional marketing surge to align with the peak booking season, ensuring the campaign’s momentum continues into the new year.
Abta’s communications director, Graeme Buck, underscores the importance of November for travel planning, with the association’s proactive calendar positioning designed to foster early bookings. Initial results from previous campaigns indicate a substantial increase in web traffic and booking searches, highlighting the campaign’s potential effectiveness. This year, by enhancing digital presence and utilising influencers, Abta aims to exceed past achievements.
The campaign stands as an ambitious effort to elevate brand visibility and drive early travel bookings.
