First Choice to focus on families in advertising push

Friday, 20 Dec, 2007 0

First Choice Holidays is placing an emphasis on families with its peak booking period TV advertising which breaks on Christmas Day followed by advertising in women’s magazines.

The new campaign will focus on family bonds and the importance of quality time spent together.

The “Arms Full” commercial concentrates on the range of emotions experienced by a father as his son runs into his arms, providing an underlying message that ‘being together is brilliant.’

The TV presence promoting family holidays will be followed with an integrated campaign covering direct mail, web advertising and promotions. Full-page adverts will be placed in selected women’s magazines including Now, OK, Best and Bella from late January to March, and the new commercial will feature in cinemas during half term and Easter.

Display advertising online is planned for January through to March on parenting portals such as ‘mumsnet’ and ‘iVillage’, with the emphasis on communicating tailored family product messages.

The importance of being together as a family reflects the finding of a recent survey conducted by the operator which found that families spend more quality time together during a one-week holiday than they do at home in everyday life, see previous TravelMole story.

A 60-second version of the TV advert will first appear on Christmas Day with ongoing full and 30-second versions on terrestrial and satellite channels until March.

The operator’s head of brand strategy Andrew Laurillard said: “Families are a very important segment of the inclusive holiday market and First Choice have a very strong presence in this area.

“Our service, quality and product range are excellent, and we feel that this was something we should make more of in our communications.”

by Phil Davies

Phil Davies

It’s easy to find perfection in Santa Barbara, but what if there was even more of your favorite finds, activities,...

From the Tel Aviv beach scene to the shores of the Dead Sea, Israel layers diverse cultures, outdoor adventures, and...

Philippine Airlines (PR), also known as PAL, is the Filipino flag carrier. The company started their operations in February 1941,...

Our leadership is bold. Our agility thrives on open innovation and we embrace the new, whether it’s diversity, trends, challenges....

Discover Sarawak Revealing a side of Asia unlike anywhere else, Sarawak offers an alternative for those seeking humble authenticity far...

Intrepid Travel is a world leader in sustainable experience-rich travel that has been taking travellers to discover the world’s most amazing places...

River cruising is a treat for the senses, allowing you to see, touch, feel and experience the world like never...

ITB Asia, Asia’s Leading Travel Trade Show, is an annually held B2B trade show and convention for the travel industry; it is designed...

In 2019, Buffalo Tours and Olympus Tours joined the Flight Centre Travel Group (FCTG) family and formed Discova. With the...

Consisting of the three Maritime provinces of New Brunswick, Nova Scotia, and Prince Edward Island as well as Newfoundland and...

The superpower in bed banks for 30 years We are an award-winning and trusted accommodation wholesaler since 1991. We are...

The Mexico Tourism Board serves as the driving force behind Mexico’s global appeal, orchestrating targeted marketing campaigns to showcase the...

Virtuoso is the leading global network of agencies specializing in luxury and experiential travel, with more than 20,000 advisors. We...

Discover Punta Gorda/Englewood Beach, also known as the Charlotte Harbor Gulf Island Coast. This natural wonderland is nestled in the...

Global Hotel Alliance brings together a unique collection of independent hospitality brands for GHA DISCOVERY, a multi-brand loyalty programme. GHA...