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First Choice to bring back ‘love it or hate it’ TV advert
First Choice is bringing back its ‘Go Mahoosive’ rapping TV ad this Christmas despite it being voted one of the year’s most annoying adverts.
Despite getting a mixed response from consumers, the operator said the campaign successfully drove consideration to its highest level in three years.
Katie McAlister, chief marketing officer for parent TUI UK and Ireland, said: "The ad performed strongly in focus groups before it went live last year so we had total confidence it would connect with our First Choice audience. We also knew it had the potential to divide popular opinion and it’s done both of those things extremely successfully!
"During the tough trading this summer the brand really held its own with people looking for the excellent value an all inclusive holiday offers with the reassurance of quality. The campaign more than met its objectives of increasing consideration and driving bookings so, love it or hate it, it worked."
A 30-second version of the ad, featuring the same family, will air on Boxing Day followed by a 10-second execution showcasing a choice of offers available across January.
New content using unseen footage from last year’s shoot and new scenes, filmed on location at the Holiday Village resort in Sarigerme this summer, will be used on social and digital platforms.
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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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