First Choice unveils ‘edgy’ rap-themed ad campaign
First Choice launches a rap-themed multi-million pound advertising campaign this week, billing itself as the ‘grand masters’ of all-inclusive holidays.
The ‘Go mahoosive with the all inclusive’ campaign launches in cinemas across the UK on December 22 and will make its TV debut during The Great British Bake Off on Christmas Day.
Jeremy Ellis, TUI UK and Ireland marketing and customer experience director, said it was one of the biggest campaigns by the First Choice brand.
"We’ve always worked hard to stand out among all the other brands and our campaigns have always been a bit tongue in cheek, but this takes it to another level," he told TravelMole.
He said the brief to the advertising agency, Y&R London, was to be ‘edgy’ with the creative and to make the brand stand out.
"We said to them, from a scale of one to five for bravery, make it a five," he added.
The advert was directed by multi award winning Emil Nava, who has worked with musicians such as Calvin Harris, Rihanna, Ed Sheeran and Beyonce.
Nava was told to bring the First Choice all-inclusive concept to life by creating a ‘lavish, hip hop style music video’ in one of its resorts.
An extended 120-second cut will air during the Christmas Day Great British Bake Off special and will be replaced by a 30-second edit to be broadcast through January and February.
A radio ad and print campaign will be joined by a social media campaign using bespoke video creatives.
"First Choice has always been a bold, confident, innovator with a swagger and sense of humour and fun," said Ellis.
"Our new ad embodies all of those qualities and effectively brings to life the essence of what a great all inclusive holiday should be about.
"First Choice holidaymakers already do this, but we want anyone who’s ever considered an all inclusive to take the leap and ‘Go mahoosive with the all inclusive’."
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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