The mobile set has been styled to look like an exotic tiki bar where students can find out more about ABTA, enter competitions and meet the association and ABTA Member representatives and is being managed by student marketing specialist Campus Group.
Over the next 14 days it will visit Edinburgh, Newcastle, Manchester, Sheffield, Warwick, Hertfordshire and Southampton universities, targeting around 17,000 students face to face and many more via social media.
The roadshow forms part of ABTA’s broader 'Look for the Logo' campaign, which aims to educate consumers about the benefits of booking with an ABTA Member and reminds them to look for the logo when they book.
It also builds on ABTA’s activities to raise brand awareness among younger audiences. Its summer tour last year reached more than 100,000 students on and offline via events at Portsmouth, Nottingham and Warwick universities.
Victoria Bacon, head of communications ABTA, said: "The roadshows are a great opportunity for both ABTA and our Members to meet students face-to-face and speak to them about who we are and what we have to offer. We know from our university events last year that there was strong appetite from the students to engage with us and we’re looking forward to building on that this year."
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