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Campaign highlights ABTA protection

02 March 2015 09:23

ABTA is celebrating the success of a new campaign

ABTA is celebrating the success of a new campaign

Holidaymakers are jetting off with renewed confidence, thanks to a new ABTA advertising campaign.

The travel association said it is reaching millions of people through its new awareness-raising scheme.

ABTA's Travel with Confidence initiative, which originally ran from December 28 to the beginning of this month, has explained the advantages of tourists booking through its members .

The campaign has also laid out the expertise and protection offered by the group.

Travelling with confidence is something that all globe-trotting consumers are looking for.

That is why trusted travel insurance is so key to the experience.

This can put minds at ease by providing cover for unexpected surprises such as cancellations and lost luggage.

What is ABTA?

ABTA is the biggest travel association in the country with about 1,200 members.

Customers taking out Flight-Plus and package trips through ABTA members are guaranteed financial protection should a business cease trading.

Marketing pays off

The latest campaign brought successful results, ABTA said.

For example, Find A Member, the association's call-to-action website page encouraging visitors to find a reputable firm, saw a 56% rise in hits on the previous timespan last year.

Travellers flocked to ABTA's overall web pages as a consequence of the campaign, with advertising through the Mail group proving particularly effective.

Its members, through their shops and offices, have enthusiastically adopted the body's new message by displaying the strap-line .

The campaign is set to extend throughout 2015, the group has now said.

ABTA said it has also boosted the chances of travellers seeing its website with special Search Engine Optimisation schemes raising the organisation's profile.

Chief executive of ABTA, Mark Tanzer, said it was "encouraging" that nine tenths of travellers seeing the Mail advertisement promised to take action as a result.

Mr Tanzer said the association was "delighted" with the campaign's effectiveness.