Paratus wins ABTA brief

Travel trade body ABTA has called in Paratus Communications as it tries to restore consumer confidence in booking holidays.

ABTA wants to reinforce its message that bookings made through an ABTA member are safe. Members include Thomson, Thomas Cook and Virgin Holidays.

The campaign kicks off this month to coincide with the busiest holiday booking period of the year. It comes just months after the UK’s third largest tour operator, XL Leisure Group, went bust leaving thousands of passengers stranded abroad.

Paratus won the account after a three-way pitch. Activity will include a week-long promotion with Classic FM, kicking off on 20 January.

ABTA has also enlisted digital agency Five by Five to handle the online marketing element of the campaign.

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