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06 December 2012 09:23
The CAA will launch an online campaign on Boxing Day to publicise its Atol Certificate
The Civil Aviation Authority (CAA) is putting the finishing touches on its £250,000 publicity campaign to tell the public about its new Atol Certificate. The campaign will be kicked off on Boxing Day.
The tight CAA budget dictates the scope of the mainly online campaign, which will use banner ads, buttons, strips and videos tied to cookie-directed ads.
Google will also have pay-per-click ads. At first CAA will place ads on Tripadvisor and maybe a few online travel agent (OTA) websites. The CAA says online advertisements should reach a large public as "people research online even if they book on the high street".
The information campaign will be launched on December 26 and run through January.
It coincides with the big ad season for peak travel booking that both Thomas Cook and Tui Travel have previously announced.
A micro-site with an explanatory video on the Atol scheme and certificates will be set up by the CAA. It will include the most frequently asked questions and a link to CAA's own site.
Holidaymakers can maintain their peace of mind by taking out travel insurance.
The CAA has not yet finished the campaign slogans, though a spokesman said the objective is not to scare people. He said: "This has to be something the industry is happy to run with."
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