ABTA is trying to grab the attention of young consumers by going to summer festivals and launching a Facebook page.
The association hopes it can raise awareness of its brand amongst 18-34 year olds.
Alongside members Real Gap, Tucan Travel, STA Travel and eufest, ABTA will be attending three university summer festival events.
It is inviting students to take part in "fun experiences", such as a climbing wall, and meet ABTA and ABTA member representatives.
The events will be supported by posters, flyers and on- and off-line peer-to-peer student promotion.
All activities will direct consumers back to ABTA’s new Love Travel Facebook page, www.facebook.com/abtalovetravel.
Further activities are planned for later in the summer to specifically target young families.
by Bev Fearis
