First Choice to focus on families in advertising push
First Choice Holidays is placing an emphasis on families with its peak booking period TV advertising which breaks on Christmas Day followed by advertising in women’s magazines.
The new campaign will focus on family bonds and the importance of quality time spent together.
The “Arms Full” commercial concentrates on the range of emotions experienced by a father as his son runs into his arms, providing an underlying message that ‘being together is brilliant.’
The TV presence promoting family holidays will be followed with an integrated campaign covering direct mail, web advertising and promotions. Full-page adverts will be placed in selected women’s magazines including Now, OK, Best and Bella from late January to March, and the new commercial will feature in cinemas during half term and Easter.
Display advertising online is planned for January through to March on parenting portals such as ‘mumsnet’ and ‘iVillage’, with the emphasis on communicating tailored family product messages.
The importance of being together as a family reflects the finding of a recent survey conducted by the operator which found that families spend more quality time together during a one-week holiday than they do at home in everyday life, see previous TravelMole story.
A 60-second version of the TV advert will first appear on Christmas Day with ongoing full and 30-second versions on terrestrial and satellite channels until March.
The operator’s head of brand strategy Andrew Laurillard said: “Families are a very important segment of the inclusive holiday market and First Choice have a very strong presence in this area.
“Our service, quality and product range are excellent, and we feel that this was something we should make more of in our communications.”
by Phil Davies
Phil Davies
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