New ATAS Television Commercial starts Today
The month long campaign will reach 1.97 million consumers in an effort to remind the Australian Traveller that they can rely on travel agents to advise, book and manage their travel.
The commercial will be shown across the Seven Network, TenPlay and YouTube reaching Australians in both metro and regional areas.
“There are ATAS accredited travel agents spotted in every corner of Australia and the placement of this TV commercial is in an effort to support suburban bricks and mortar travel agents wherever they may be located,” said Jayson Westbury, AFTA Chief Executive.
The commercial was carefully crafted using findings from consumer research commissioned by AFTA earlier in the year. FiftyFive5 was the independent and global research agency tasked with the responsibility of discovering what motivates the Australian Traveller to use a travel agent and find the marketing approach which will be the most powerful in influencing purchase behaviour and encouraging Australian’s to book their travel with an industry-accredited travel agency.
“The research has been used to understand the Australian Traveller and adopt the most powerful and effective marketing strategies going forward. The messaging used in the television commercial is the messaging that the research found to be most compelling for the consumer,” said Westbury.
“We hope that the commercial will also act as a reminder to ATAS accredited agents to use the ATAS logo in their selling narrative to the consumer. 82 per cent of overseas travellers will actively look to book with an ATAS accredited travel agent so it is important that consumers know that your business is accredited,” concluded Westbury.