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Thomson and First Choice ‘ATOL Protected’

Agency: BMB

Client: Thomson and First Choice Holidays

Thomson and First Choice have unveiled the second phase of their turn of year advertising campaign, reassuring holidaymakers and explaining that ATOL protected holidays are financially guaranteed under a Government backed scheme.

The campaign comes as the holiday companies estimate that their travel arrangement provider ceasing trading in 2009 could impact more than one million holidaymakers.

The print campaign draws attention to the fact that scheduled and budget airlines are not ATOL protected.

There are two versions of the creative with different headlines: “Do-It-Yourself holidays”, and “No frills, No Guarantees. Budget airlines don’t ATOL protect their flights. We do”

In both cases the ads then invite customers into a Thomson or First Choice shop for advice. The ad will appear in national press and women’s weeklies.

The TV ad strengthens the messages, offering reassurance to potential bookers and explaining the benefits of ATOL protection.

The creative is a follow up to an ad launched just one week after the collapse of XL and is set in a high street shop with a First Choice and Thomson travel agent talking to camera.

Tim Williamson, customer director at Thomson and First Choice, said, “It was important to us to take a more aggressive stance on this issue, so that people understand the risks. While there is some awareness of ATOL 20 million British holidaymakers will make unprotected travel arrangements this year.

“If they know the facts and choose to do so, that is their prerogative. Our aim is not to scare consumers, but to reassure them that they can still get value for money and a wide range of holidays without having to worry whether their money is safe”.

The creative for the campaign was produced by Beattie McGuinness Bungay, with media purchased by Mediacom.

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.


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