In a first for ATOL, advertising will run on AdSmart from Sky to help access millions of Sky and Virgin homes, selecting the campaign’s ideal audience and location; meaning the right households see the ad.
ATOL, the financial protection scheme run by the UK Civil Aviation Authority to protect consumers if their holiday firm ceases to trade, is launching its biggest ever peak booking campaign.
Launching yesterday (21 December) and running until the end of January, the annual campaign aims to support the travel industry, raise awareness of the ATOL brand and remind consumers of the importance of ensuring their package holiday bookings are financially protected by the scheme.
Created by AB Brand and Marketing Agency, the online and broadcast campaign theme is ‘the holiday booking boogie,’ and is timed to support the traditional peak holiday booking period. The campaign is anticipated to reach up to 25 million people.
It will feature three videos, each showing people dancing in their homes to celebrate having just booked their next holiday, knowing their booking is protected by the ATOL scheme.
In a first for ATOL, advertising will run on AdSmart from Sky to help access millions of Sky and Virgin homes, selecting the campaign’s ideal audience and location; meaning the right households see the ad.
Digital channels including YouTube, Facebook, Instagram and Spotify will also be used and content will run across ATOL’s own social media channels, which will encourage consumers to send in videos of themselves doing the holiday booking boogie when organising their next overseas trip.
Michael Budge, Head of ATOL at the UK Civil Aviation Authority said: “Our consumer research shows that planning and booking holidays is an exciting process and we wanted our campaign to reflect that feeling.
“People are positive and optimistic as they look forward to their overseas trip next year, but we know holidays can be a significant financial outlay, especially in the current economic climate.
“This makes it doubly important to book your package holiday with an ATOL licensed operator. We want people to have peace of mind knowing they will not be left out of pocket if the worse were to happen between booking and travelling. The campaign is designed to be a fun way of conveyed a serious message that consumers should check their holiday is financially protected by the ATOL scheme, before they book.”
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
