New ad reminds travellers why they should book with an agent

The travel agent keeps tickets for the plane in the travel agency. She offers them to clients. She smiles. On the table she has a toy plane, a laptop.

Time to tune in folks: The Australian Federation of Travel Agents (AFTA)’s new TV commercial will be hitting screens this Sunday, October 28.

The month-long campaign, which is estimated to reach 1.97 million consumers, sings the praises of travel agents, reminding Australian travellers they can rely on the expertise of a travel agent to make their next holiday easier.

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.

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