First Choice has announced the launch of a new brand-building campaign as it seeks to move over to an all all-inclusive offering from May 2012.

Shot at the new First Choice Holiday Village Tenerife, the advertising campaign will appear on TV and in the national press. 

It will also be visible throughout the 800 plus retail shops.

The campaign celebrates the sense of “carefree indulgence” a First Choice customer can expect on an all-inclusive holiday. 

The messages will be rolled out through ECRM and a direct marketing campaign over the coming weeks into 2012.

Existing customers will receive personalised direct mail offering recommendations from First Choice based on their past holidays. 

 

Using QR (quick response) codes and their smart phones, they will be able to link direct to the suggested holiday page on the First Choice website.

From 2004-2009 the all-inclusive holiday market grew by 32 per cent and in April this year, First Choice announced it was to become the UK’s first mainstream holiday company to offer 100 per cent of its hotels and resorts on an all-inclusive basis. 

Jeremy Ellis, the newly appointed director of marketing said: “Our new campaign is a major celebration of our decision to become the UK’s first mainstream All Inclusive holiday company from summer 2012. 

“The new advert plays an important role in further differentiating the two leading TUI UK brands – First Choice and Thomson.”