First Choice Holidays Works on New Integrated Marketing Campaign

First Choice Holidays is set to launch a new integrated marketing campaign, themed around its swimming pools and their appeal to children. The company is looking at increasing preference amongst the family audience. The campaign highlights First Choice’s swimming pools for kids.

Launching on 20 December and running throughout early 2009 to capitalize on the peak post-Christmas booking period, the campaign encompasses TV, press, direct mail, E-CRM, retail, internal communications and PR.

The TV ad, which was shot at the First Choice Holiday Village Costa del Sol, features a striking lagoon-style, pirate ship themed swimming pool, with slides and wave pool. Created by Beattie McGuinness and Bungay (BMB), the emphasis of this ad is on fun and adventure. The TV campaign is supported by a sponsorship of GMTV’s Travelogue due to be broadcast on three days around New Year and a rich media online campaign.

All print media carries the swimming pool theme, with advertising appearing in family niche publications throughout early 2009, and a program of third party tactical ads featuring at First Choice’s 23 regional airports in the UK. Print media will also communicate the key message regarding ATOL bonding, which guarantees First Choice customers’ financial protection.

A direct mail campaign features a personalized eight page brochure highlighting special offers for 2009, which will be targeted at both family and non-family sectors. The E-CRM campaign kicks off with a questionnaire to around three million people, followed up with personalized mail shots offering tailored recommendations for holidays for 2009.

The digital marketing activity will support the TV campaign by communicating both tactical and brand messages. Targeting young families in particular, digital activity will be rich media led, including pre-roll video advertisements. Also, First Choice’s 350 retail shops will also be carrying the swimming pool theme.

The campaign builds on the company’s 2008 campaign which focused on the tour operator’s Swim Kids program which taught over 7000 children to swim as part of their holiday experience.