Be smart. Always book with an ABTA travel company.
Designhouse was commissioned by ABTA, the UK’s largest travel trade association, to create a national campaign to promote its ‘Travel with confidence’ message.
The aim was to deepen understanding of the benefits people receive when they book a holiday with an ABTA Member. Putting travel fraud at the heart of the campaign, we developed a series of print advertorials, radio ads and newsfeed videos urging holidaymakers to “Be Smart. Always book through an ABTA travel company.”
The campaign ran in two phases: a wave of activity aimed at families and older travellers booking their summer trips early, followed by a second wave reaching younger ‘last-minute’ holidaymakers.
We’re proud of the results
Online visits to the ABTA website increased by 33% following our “Be Smart” Sunday Times insert. The video campaign on YouTube showed significantly improved results year on year, with CTR increasing by 40%.
Shelly Beresford ABTA Senior Brand Manager
“We are really pleased with the new ‘Be Smart’ creative from Designhouse, which builds on the ‘Travel with confidence’ campaigns of previous years. It’s a simple and direct message that fraudulent sites and holiday companies without financial protection are on the rise, and people need to stop and think about who they are booking their holiday with.”
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