The campaign will encourage holidaymakers to look out for the Abta logo and will emphasise the support and expertise offered by members.
One aspect of the campaign will be a series of 30-second radio adverts across Capital and Heart stations reinforcing the value of the protection that come with booking a package holiday.
The ads will debut on Monday, but will ramp up from Christmas Day (25 December) ahead of the typical peaks selling window over the new year.
A second strand to the campaign will see several Abta members appear in videos discussing their professional and personal service, which will appear across a number of social media channels – including Facebook and Instagram.
More than 30 Abta members submitted videos for inclusion, with a full list of those used set to released in the new year.
However, content for all the videos submitted will be used in one way or another throughout 2021, said Abta, including in pieces for its own social media channels.
According to Abta, despite the effects of the coronavirus crisis on the sector, consumer confidence in the Abta brand remains strong; a national survey of 500 consumers carried out between August and November saw a quarter rank Abta as the most trust travel organisation, while 79% of respondents said they were aware of Abta.
Key associations with the Abta brand included protection, trust, reliability and security.
Additionally, Abta’s research found the pandemic has reinforced the value of booking with a travel professional, with two in five citing the security offered by packages and the trade’s up-to-date advice.
Graeme Buck, Abta’s director of communications, said: “2020 has been a year like no other for the travel industry.
“But after everything the industry has gone through, what is clear is the value placed upon travel professionals – their experience and expertise – which is what we’re celebrating in this year’s Travel with Confidence campaign.
“As more people start to think about planning and booking a holiday for next year, the Travel with Confidence campaign will remind people about the importance of looking for the Abta logo and the extra benefits and value of booking with an Abta member.”
