Abta sets out to provide reassurance with #ReadySteadyTravel campaign

Abta sets out to provide reassurance with #ReadySteadyTravel campaign

Trade association will use the web and social media to push out the message

Abta has launched a new campaign created to help travellers feel informed, reassured, confident and excited to book foreign travel this year.

The #ReadySteadyTravel campaign will emphasise the benefit of booking travel through an Abta member.

Abta will be sharing content across online and social media channels and working with national media to help people feel equipped and confident to travel abroad this year.

The association will also revisit and rerun its Book with Confidence advertising, planned to be a later stage of the campaign with adverts running when Abta feels they are likely to have the greatest impact.

The campaign has been designed to “flex and respond to the needs of customers and members”, keeping people up to date with developments in the UK and further afield around the reopening of travel.

The first phase included the publication of a new website hub earlier this month which has content about travelling during the pandemic. It includes government requirements for travel, a ‘your holiday questions answered’ section, and top tips for booking with confidence this year.

Abta has been promoting the messages and content from the hub across its social media channels and with national media. There are also assets available for members to download, which will be added to as the campaign progresses.

The association will also continue to promote the value of booking a package holiday and has a new video on the top benefits of a package, which is also available for members to use.

Director of communications, Graeme Buck, said: “There is a really important role for Abta to play in helping people feel confident to travel abroad this year, as well as continuing to put forward the industry’s case on the recovery.

“This week is a shining example of the confusion around the return to international travel. Through our #ReadySteadyTravel campaign we’re working to inform, reassure and excite people about planning and booking a foreign holiday, and help to make things clear. We’ll also be reminding people about the benefits of booking through an Abta member and the extra protections provided by a package holiday.

“Given how changeable things are at the moment, the campaign will be agile – making sure it responds to the latest developments.

“Our big focus right now is helping people feel informed about what they need to do, both from a government requirement point of view and checking FCDO advice, but also making sure they have everything else in place, from an up-to-date passport to understanding social distancing measures when travelling.

“And, of course, we’re also celebrating the return to travel and helping people feel excited about the great experiences you get with an overseas holiday.”

Abta is continuing with its Save Future Travel campaign, launched last year, which is aimed at lobbying government for support for the travel sector in its battle against the impact of Covid-19.