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First Choice changes track from Tui to offer low-cost holiday packages


By Imogen Watson, Senior reporter

December 17, 2019 | 3 min read

First Choice is positioning itself as a low-cost holiday provider, as it sets up measures to stop it following in similar footsteps to Thomas Cook.

First Choice repositions as low cost package holiday provider

First Choice repositions as low cost package holiday provider

Shifting away from its parent brand, Tui, First Choice has moved away from expensive all-inclusive packages in favour of cheaper self-catering deals.

To let the world know about its new lower-costs venture, First Choice tasked VMLY&R with creating an ad with equal measures of weird and wonderful.

Set to the catchy tune 'In the Jungle' by Tight Fit, a couple lie sunbathing, basking in the glory of their well-priced holiday. "To think it was just £299 each for our First Choice holiday," the husband tells his wife.

As a young boy blows a conch like a battle horn, the ad then spirals into a vortex of madness. A tiki bar drummer bursts from the pool playing a watermelon drumkit, as a hairy creature drives by on a jetski with a go-go dancer attached. Next a quirky ventriloquist feeds her doll, as a merman shoots from a canon, being marked by a table of judges. The ad ends with the voiceover ‘Ridiculous deals need ridiculous adverts.’

On its new brand positioning, Katie McAlister, Tui UK and Ireland chief marketing officer, commented: “I'm really excited about the changes to First Choice to modernise the proposition. We know that our customers really value having lots of options when it comes to choosing their holiday which is why for the first time, First Choice will now be offering more holidays than ever before. We’ve seen an increase in customer demand for both value and flexibility, including the trend for different holiday durations."

The ad will air for the first time on Boxing Day during Skyfall. The multi-channel media plan developed and executed by Mediacom, and consists of TV, broadcaster video-on-demand, radio, digital out-of-home and print. It will also have a strong emphasis on social.

First Choice: Ridiculously Good Prices by VML

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