The body, which represents the interest of UK tour operators, is looking to communicate that if consumers book a holiday with an ABTA member, they will be protected in the event of any natural disasters or disruptions.
A series of regional print ads, created by Siren PR, carry the strapline: "When it comes to having a great holiday, don't leave anything to chance."
It adds: "ABTA members have been looking after British holidaymakers for the last 60 years, come rain or shine - or even the odd Icelandic volcano."
"Book with an ABTA member and you're guaranteed expert advice and unrivalled help in times of trouble. ABTA members helped thousands of customers get home during last month's travel chaos. It wasn't easy, but we did it together."
Previously, larger tour operators such as Thomson and Thomas Cook have rolled out campaigns promoting ATOL protection and the wider benefits of booking a package holiday, in particular in the wake of the collapse on XL Leisure in late 2008.
Thomson is currently running a radio ad, by Beattie, McGuinness and Bungay (BMB), stating: "With us, piece of mind is part of the package. We've got 18,000 staff dedicated to you, so whatever happens, we will never leave you stranded or out of pocket."
The volcanic ash cloud has proved costly for the travel industry, with Thomas Cook revealing today that the closure of European airspace has cost it £70m so far. TUI Travel estimates its losses from the disruption to be nearer £90m so far.
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