The TUI UK owned brand’s “Big on frills, low on price” campaign stresses the added value its holidays offer customers and the confidence a package holiday provides.
In an ad in free newspaper Metro the copy lists what First Choice offers compared to easyJet and its new holiday’s business, easyJet Holidays.
The easyJet list bullets points include “Boarding-time scrum” and “Holidays with run-of-the-mill hotels”.
First Choice lists “Action packed hotels such as Holiday Villages and Splash World.”
The competition for customers in the holiday market is becoming fiercer as household budget are squeezed and the fuels costs impact on travel prices.
Head of marketing at TUI UK & Ireland says: “Customers are looking for certainty and reassurance and our brand tracking is showing significant growth in consumer confidence for package holidays where everything’s taken care of.
“We see a great opportunity to capitalise on this trend by demonstrating the advantages of going with First Choice rather than trying to cut corners with low cost carriers.”
The campaign will take in national press advertising and online activity.
Earlier this year First Choice said that it was returning to an all-inclusive product offering.
Sister brand Thomson Holidays has just launched a campaign stressing its differences to other holiday companies.