First Choice Ups the Family Holiday Ante
Festive family fun is on the agenda for First Choice Holidays during the yuletide season.The tour operator's new advertising campaign – making its first appearance on Christmas Day - has families firmly in its sights.
Focusing on the importance of quality time spent together, the "arms full" ad charts the range of emotions experienced by a father as his son runs into his arms, giving way to the fun provided by a family holiday.
Andrew Laurillard, the operator's head of brand strategy, explained: "Families are a very important segment of the inclusive holiday market and First Choice has 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."
As well as the commercial, full-page travel adverts will pop up in various women's magazines.
First Choice recently carried out a survey which revealed that families spend more quality time together during a one-week holiday than they do at home in everyday life.
Travel Industry news posted on 20 December 2007
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