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12 December 2012 09:25
Abta will launch a promotional campaign in the new year to publicise the benefits of booking holidays with an Abta member
Abta is set to launch a promotional campaign in January designed to raise awareness among consumers of the benefits of booking holidays with an Abta member. The organisation said it will release a leaflet and supporting video, revamp the consumer section of its website and run promotions through social media and the wider media.
Abta said its research suggests there is already 78% consumer recognition of its brand and also claimed awareness levels of Atol have seen a 6% year-on-year decline. The organisation did, however, admit that another survey indicated that the benefits of Atol protection are rated slightly higher than those of Abta membership by the public.
The release of a leaflet entitled "Why book with an Abta member" will signal the launch of the publicity push in the new year. Abta will also be running a roadshow programme targeting students in the UK following on from its 2012 "Love Travel" university roadshow. "This initiative aims to further strengthen levels of awareness as well as promoting a better understanding of the full range of benefits of booking with an Abta member," an Abta spokesperson said. As well as being sure to book their holiday with a reputable travel company, consumers may also want to ensure they are taking out their
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