ABTA will tap into the social media trend of taking feet selfies for its 2018 ‘Travel with Confidence’ national advertising campaign.
Launching on Boxing Day, and designed to encourage people to book with an ABTA member, the campaign will initially target families and over 55s across the peak booking season, and then 18-35 year olds and business travellers later in the year.
Images of feet selfies in different destinations will feature in the campaign with the strapline ‘we’re with you every step of the way’.
Victoria Bacon, ABTA’s director of brand and business development, said: "As thousands of travellers start to plan and book their holidays for 2018 we’re reminding people of the importance of booking with an ABTA member, to ensure they travel with confidence and have access to expertise, support and protection.
"Being with you every step of the way links to the benefits that booking with an ABTA member provides before, during and after a holiday, through a range of services from ensuring customers get the holiday they book under ABTA’s code of conduct, through to supporting complaints handling if something goes wrong."
She encouraged members to get behind the campaign by using the logo in their advertising and to make use of social media content.
ABTA will target families through Facebook advertising and a partnership with Made for Mums, a parenting website.
It will run a dedicated campaign with The Telegraph to reach the over 55s and a social media campaign across Facebook, Instagram and YouTube to reach 18-35-year-olds.
