You can count on us: First Choice plays on dependability for new campaign

First Choice kicks off its summer marketing campaign today, underlining its dependability as an operator in a year when hundreds of holidaymakers have had to be repatriated due to civil unrest.

It will also zone in on customers’ concerns about sticking to a budget, which has prompted its move to all-inclusive holidays next year.

The operator’s “Big on Frills, Low on Price” campaign will emphasise that customers still get the extras, such as allocated seating, holiday advisors in resort and free child places, while paying a reasonable price. It will contrast this with the everything’s-extra, no-frills approach of  low-cost carriers.

The campaign starts just ahead of the key peak summer booking period and will focus on the tour operator’s key differentiated products, Holiday Villages and SpashWorld.

Head of Marketing at TUI UK and Ireland Jeremy Ellis said: “First Choice holidays provide terrific value for money, and will continue to do so with the move to all inclusive next year.  Our flagship properties – Holiday Villages and SplashWorld resorts – provide a huge array of activities to suit all tastes and come at prices you wouldn’t expect.

“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.

“This is First Choice’s heartland. 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.”