ABTA National Press and Poster Campaign

In developing a new nationwide campaign, to run from October 7th 2000, ABTA and their advertising agency, SWK, set out to achieve a number of important objectives.

Against a background of increasing Internet travel business, the primary aim is to warn the public against taking a risk by booking with companies which operate without regulation or industry supervision. At the same time a crucial part of the communication platform is to inform people that there is now an ABTA web site featuring companies who are exclusively Members of ABTA with all the benefits and safeguards that ABTA Membership guarantees.

Our aim is to encourage people with Internet access to make ABTA’s web site their first point of reference. We have also taken the opportunity to restate the benefits of ABTA Membership, emphasising the scope and quality of service provided by ABTA Members.

Given the weight of advertising against which we need to be heard, it was important for SWK to develop a campaign with a real creative edge to it; one which would stand out from the crowded advertising environment and demand attention.

As far as the creative executions are concerned, we also required an approach that could be implemented across a variety of media, from press to posters, and one which was flexible enough to work effectively in large and small space sizes.

The media planning and implementation will ensure that over 80% of the UK population taking holidays abroad will see the campaign repeatedly throughout the peak booking period during the coming months.

All of the major national press media are included on the schedule. We will also be running a 48-sheet poster campaign in the London Underground and on roadside sites in major conurbation's around the country.

In summary, this is the largest, most impactful ABTA campaign which has ever been mounted. The travelling public will be left in no doubt about the wisdom and benefits of relying on ABTA Members.

"I am delighted that we are undertaking this ambitious advertising campaign with SWK. It is an opportunity to remind holidaymakers

about the value and importance of looking for an ABTA Member."

"The Association’s own Internet site already directs customers to their local ABTA travel agency or relevant ABTA specialist. As the Internet continues to develop, many of our customers will want reassurance about the companies they might deal with online."

ABTA Corporate Affairs
Keith Betton or Jackie Gibson
Tel: 020 7307 1900 (Office hours)
www.abta.com