Raising awareness with confident simplicity
ABTA is the UK’s most trusted travel brand – but, although ABTA is widely recognised for supporting travellers, few people know that ABTA also offers travel insurance. Launched a year ago, ABTA Travel Insurance needed a boost in visibility and awareness.
We were invited to respond to this challenge. After exploring several creative routes, we recommended a bold and confident approach: keep it simple. Rather than over-explaining, ABTA should lean into the trust they’ve already earned – and simply tell people they now offer holiday insurance.
Not every client is brave enough to do less rather than more, but after careful consideration and lively discussion, ABTA agreed.
We developed a suite of creative executions for outdoor and digital media, including 16-sheets, 4-sheets, and LEPs across the London Underground, as well as online display ads. The digital media plan also focused on three specific insurance products: holiday planning, medical (“Dr Please”), and cruise – with cruise cover included as standard across the ABTA Travel Insurance offering.
It’s still early days, but the initial results are very promising.
Date
May 2025
Client
ABTA
Category
Campaign concept, design, artwork, animation, print and digital.