19th December 2011
Nothing feels like All Inclusive
THE BUSINESS PROBLEM
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.
THE IDEA
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.
THE RESULTS
The campaign broke on 19th December. Initial reactions have been very encouraging. Watch this space for more
