First Choice has been a British holiday icon for 30 years. But with younger travel lovers demanding increasingly more from their time off, it was time to move beyond the brand’s all-inclusive past. Our challenge was to redefine First Choice for a new generation. And reposition the brand to stand out amongst the overwhelming options online.
Our strategy takes a giant leap forward: from choice paralysis to choice positivity.
No more Fear Of Better Options (FOBO) elsewhere. No more penalisation for picking what you really want from your holiday. No more lack of protection because you’ve booked eight things across eight sites, and none of them are responsible if anything goes wrong. Instead, start with your interests or preferred destinations, and tailor a complete experience that’s built just for you. It’s time to be proudly picky.