By Jessica Goodfellow, Media Reporter

December 23, 2015 | 1 min read

First Choice has paired with creative agency RKCR/Y&R to launch its latest campaign and brand identity - the travel outfit's first in over 20 years.

The campaign aims to encourage audiences to get in touch with their care-free side, with TV executions beginning today (23 December), which will feature who “follows her heart’s desire”, abandoning menial tasks to go on a holiday adventure.

RKCR/Y&R created a new brand identity for First Choice, as part of the strategy, with the rebrand its first in more than 20 years. The new identity builds on existing core elements of the brand, with the aim of the overhaul aimed at positioning First Choice as an industry-leader.

Earlier this year Pop star Alesha Dixon became the latest singer to turn to fans to power content, launching a fan-curated video as part of First Choice’s Summer of Music campaign.

Alesha Dixon First Choice

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