Millions in consumer marketing for industry.
The Australian Federation of Travel Agents has confirmed details of travel industry advertising campaigns, with AFTA ceo Jayson Westbury also revealing that the federation has shot a TV commercial promoting the value of booking through travel agents.
Speaking to TD after the AFTA annual general meeting at the Travel Industry Exhibition in Sydney this morning, Westbury said that the TVC had been produced using some of the grant money received to establish the ATAS accreditation program, with $500,000 of the remaining funds earmarked for consumer marketing.
What’s more, a separate campaign, to the tune of $2m-$3m and featuring ATAS, is also set to launch under the auspices of the various state and territory governments, comprising mainstream radio, print and social media and rolling out during August and September.
AFTA will make a further application from the TCF reserves for $4 million in funding for its own campaigns once all of the necessary travel agent act repeal legislation has been enacted, with the WA law expected to be changed next month.
The new TVC is expected to be shown to the industry for the first time at tomorrow night’s National Travel Industry Awards.
The AFTA agm also formally adopted the Federation’s new constitution which replaces licensing requirements with ATAS accreditation, with just one dissenting vote, from Victorian agency Wow! Travel.
More information in today’s Travel Daily.