ABTA has launched the latest phase of its Travel with Confidence campaign, aimed at the 48% of consumers who have not yet booked their summer holiday.
The campaign targets both families and young people booking their first holiday without their parents, encouraging them to book with an ABTA member.
Adverts will feature on the radio and social media, with ABTA collaborating with a Gen Z content creator Lily Hayzelden (@lilybakes_official) and using the hashtag #OutOfTheGroupChat.
There are opportunities for ABTA members to get involved, including a competition where members will be entered into a prize draw to win a £50 John Lewis voucher if they use the hashtags #WeAreABTAmembers and #TheTimeIsNow in their social content. Posts will also need to feature the ABTA logo, and ABTAlovetravel will also need to be tagged on Instagram.
Director of Communications Graeme Buck said: “We know many of our members are looking to the lates market to boost sales, recognising that there are still many people who are yet to book an overseas break.
“Recent data shows 48% of people who plan to go on a summer holiday have yet to book. So this latest phase of our Travel with Confidence campaign comes at that critical late booking period, together with materials so members can add to their own marketing efforts.”
