ABTA is planning a major marketing push this month to capitalise on the peak booking period. For the first time, it has enlisted the help of a digital agency, Five by Five, to carry out some online marketing, namely search and site specific activity. A PR agency, Paratus Communications, has been contracted to support the in-house press team, with a brief to expand consumer media targets.

A week-long campaign on Classic FM will take place during the week of January 20, reinforcing the 'Book With Confidence' messages to consumers who are likely to have a high level of awareness of the ABTA brand.

ABTA head of communications Casia Zajac said: "I have always believed that taking an integrated approach to marketing and PR not only gives you a better return, which is very important for a membership organisation such as ABTA but with such a wide ranging and diverse market, allows for a creative approach with which to reach our audience."