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.

/t/s/v/FirstChoice.jpg

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.

Recommended

/p/u/t/xfactor160.jpg

M&S named as X-Factor ad winner

Rosie Baker

M&S’s sponsorship of the X-Factor appears to have paid off as its Christmas ad rated highest out of all the brands advertising during the final on Sunday (11 December) when Little Mix (pictured) were named winners, according to research that measures emotional responses to ads.

/o/o/k/money160.jpg

Ad spend forecast for 2012 cut

Russell Parsons

UK advertising spend will grow at a slower rate in 2012 than previously forecast, according to a report, as concern over the impact of the Eurozone crisis on consumer confidence offsets some of the uplift the Olympics and European Championships will provide.

Comments

    Leave a comment