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First Choice in £6m long haul ad push
A £6 million TV and print advertising campaign for First Choice long haul holidays is to run from next week
The focus will be on the group’s long haul aircraft which offer 33-inch seat pitch in economy class, claimed to be better than the equivalent offered by British Airways and Virgin Atlantic.
Head of marketing Andy Laurillard said: “Our 767 aircraft demonstrate just the first stage of our long-haul strategy but are far enough ahead of the competition to allow us to differentiate ourselves.
“We have seen customers from the scheduled airlines coming to us and we are seeing them come back for more.”
First Choice is to operate new generation, long range Boeing 787s from 2009 with a range of seat pitches up to “the equivalent” of 37 inches, the company said.
“Our campaign is designed to start evolving the brand in a way that will allow us to continue to differentiate as our new planes and other products enter the market place,” said Laurillard.
First Choice is to use direct mail, web advertising and promotions, point of sale and in-store activities as well as its in-store radio station and 302 agency branches as part of the campaign.
Report by Phil Davies
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