Achieving differentiation in the holiday business isn't easy. And with two holiday businesses in their portfolio TUI finding a clear positioning for First Choice was vital.
Revamp the product offering and establish First Choice as the 'Home of All-Inclusive' holidays by depicting the joyous feeling of knowing everything on your holiday has been paid for.
Brand awareness rose 10% in the first 2 months of the campaign and delivered a short-term Return On Investment of £23. Results of Comms tracking confirm that our goal of being known for All Inclusive Holidays was established.