The campaign builds on the theme of “more” first introduced last year with the strapline “The more holidays we have, the more fun you have”.
The campaign highlights the ’More’ baggage allowance, water parks and Dreamworks characters in its kids’ clubs that First Choice’s holidays offer. Photography is a key part of the campaign and First Choice has teamed up with photo-sharing and printing company Photobox, to provide all its customers an exclusive offer. All customers booking a First Choice holiday in January will receive a free holiday collage print.
Marketing activity includes direct response TV, retail, online and regional radio and focuses on the company’s differentiated products, Holiday Villages, Splash and long haul. The campaign’s photography will feature in retail shop windows, online, CRM and e-CRM all using photo collages.
The ads have been developed by Beattie McGuinness Bungay.
First Choice is a sister company of Thomson, which has also unveiled details of its New Year bookings campaign.