First Choice launches branding campaign

First Choice, the TUI UK brand, is launching a £3m repositioning campaign to highlight it is now dedicated to all-inclusive holidays.


The brand began adopting the strategy earlier this year but this is the first sales period it has had the opportunity to tell the mass market about its offering.

The branding campaign emphasises that First Choice will offer all its holidays as all inclusive from next summer and is its first TV advertising since 2009.

The “Home of the All Inclusive” campaign breaks on Monday (19 December) and has been developed by BMB. It focuses on the “carefree” feeling that such a proposition can give and shows a man and his family setting off on their holiday and he is hailed as a hero for his wise choice by friends, fellow travellers and staff.

It will be supported by press and online activity.

First Choice is sister brand to Thomson Holidays and parent company TUI has just restructured its UK board, appointing Jeremy Ellis as marketing director.

He says: “The new ad plays an important role in further differentiating the two leading TUI brands, First Choice and Thomson. With continued rapid growth in All Inclusive and no other major tour operator owning this offering, we see this as an ideal opportunity to make First Choice stand out from all other major travel brands.”

Rival holiday company Thomas Cook has just published full year results showing operating profit falling 16% to £304m. It has just restructured its banking arrangements and is reviewing its overall strategy.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here