The CAA’s ‘Pack Peace of Mind’ awareness campaign followed research showing 50% of holidaymakers were ‘fairly’ or ‘very’ ill-informed about ATOL protection.
The recent consumer campaign has tried to raise awareness of the new ATOL regulations so consumers understand the importance of holiday protection and the new ATOL certificate.
It has seen 60,000 people visit the www.packpeaceofmind.co.uk website, 500,000 watching YouTube videos and more than 100,000 seeing the campaign’s Twitter feed.
But the CAA has now published survey results from August 2012 which shows 49% of people with a basic awareness of ATOL were still unsure of the protection it offered.
The survey, carried out by Opinion Leader on their behalf, surveyed 1,000 people and conducted six focus groups.
87% of respondents also said they would like to receive a certificate confirming their protection and once ATOL protection was explained, 74% claimed they would be more likely to buy an ATOL protected holiday.
The CAA plans further research to access the campaign’s impact and feed into future awareness raising campaigns.
