Abta runs radio ads to help push summer lates market

The third and final stage of this year’s Abta travel with confidence campaign kicks-off today (Monday) to help encourage last minute summer bookings.

‘The Time is Now’ promotion features radio adverts broadcast on Heart Digital UK, a multi-channel social media campaign, a consumer competition and a dedicated page on the Abta website.

A #ABTAHolidayQuiz will be promoted across the travel trade association’s social media channels offering holiday-related prizes as part of the drive to encourage customer participation.

Members of the association are also being reminded to make full use of the Abta logo in their advertising and marketing.

Abta communications director Graeme Buck said: “Even though bookings have been very healthy for many in the industry this year, there are customers who still haven’t booked an overseas break, with some potentially feeling they’ve left it too late. 

“The latest phase of our travel with confidence campaign themed ’The Time is Now’ is intended to steer them towards Abta members and give a boost to the lates market.

“We chose Moloko’s ‘The Time Is Now’ to soundtrack our radio ads not only because the theme works well, but many of today’s holiday bookers and decision makers grew up with the song. It’s feel good and will evoke positive feelings and happy memories.

“We’re confident that the campaign as a whole will help Abta member businesses to grow and thrive.”

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