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TV discounting push starts Christmas Day
First Choice has broken cover with details of its 2005 discounting campaign with TV advertising starting on Christmas Day.
The operator claims to be offering “thousands” of cut price holidays, free child places and half price upgrades on long haul charter flights.
Other major operators are expected to follow suit with high profile promotional activity in preparation for the January peak booking period.
The First Choice promotion coincides with the launch of third edition brochures for next summer which sees Barbados and Kerala added to the company’s growing long haul programme.
Discounted holiday prices start at £119 for seven nights self-catering in Majorca.
Agents are to receive details of holiday offers today with point of sale material appearing from December 21.
A nationwide TV and press advertising campaign will run in December and January building on the company’s sponsorship of reality show ‘I’m a Celebrity…Get Me Out of Here’. The first TV adverts are to appear during Coronation Street on Christmas Day.
It is the first time in five years that First Choice has used TV advertising to support its turn of year activity and the first time ever the medium has been used to support the group’s retail network. Two commercials were filmed in a First Choice Travel Shop in Wimbledon.
Interactive TV is also being used with satellite and cable TV viewers encouraged to press the red button on their remote control sets to access offers during the adverts.
Seven regional airports will run joint advertising together with support for First Choice Holiday Hypermarkets.
Offers include two weeks for the price of one with Island Cruises and savings of £500 per couple on fly-cruises with the line, jointly owned by First Choice.
Report by Phil Davies
Phil Davies
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