NEWS 1
Thomson shops will all carry the new First Choice branding this month, while Miles the Bear will return in Thomson’s TV ads
YOU NEED TO KNOW
Miles the Bear back for turn-of-year ads
THEN NOW TURN
Miles the Bear will return to TV screens this month in Thomson’s turn-of-year campaign. The teddy, with a face depicting the Tui logo and the ‘Discover Your Smile’ strapline, were so “well received”, according to Tui marketing director Jeremy Ellis, that last winter’s ads are to be re-run from December 21 for four weeks. From January 18,
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CAMPAIGN 2016
they will be replaced by an ad focusing on Thomson’s long-haul
Tui rebrands First Choice for first time in 21 years
Lucy Huxley
lucy.huxley@
travelweekly.co.uk
Tui has unveiled a new look and feel for its First Choice brand for the first time since 1994.
The jade-coloured logo with beach, palm tree and sun has been replaced by pink lettering and ‘solaris’ symbol. The ‘The Home of All Inclusive’ strapline has been retained. Tui marketing director Jeremy
Ellis said: “We felt it was time to give new life to the First Choice brand, as it hasn’t changed for more than 20 years. “It’s been so successful since
we repositioned it as an all- inclusive-only brand for 2012. We now sell over a million First Choice holidays, which makes us the UK’s
third-largest tour operating brand after Thomson and Thomas Cook,” he said.
“Going all-inclusive gave the
brand real distinction, so this year, we felt it also needed a new look.” The new logo has evolved from the original pink palm tree. Ellis said it represented the sun,
which people go on holiday to find, and through its “never-ending design”, the all-inclusive product, as customers “can have as much as they want”. The First Choice website
was rebranded on Tuesday and all the Thomson shops in the group’s retail estate will be updated over the next couple of weeks. They will all receive First Choice point-of-sale material, promoting the new brand with Christmas baubles.
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travelweekly.co.uk 10 December 2015
“Going all-inclusive gave the brand real distinction, so we felt it needed a new look”
A new TV ad will air from December 19, with the strapline ‘Life’s too Short to Say No’. Featuring The Seeker by The Who, the ad depicts a woman going to “any length to get what her heart desires”. She is shown frustrated in a shopping queue, before enjoying whatever she wants in a First Choice resort. Ellis said the use of a young
woman, rather than a family, was a move to appeal to a younger and more affluent demographic. “First Choice is so well known
product that will feature Miles in Mauritius, travelling in a backpack with a couple. The new ad will be inter- changed with shorter versions of Thomson’s Dreamliner and Sensatory ads, referencing more long-haul destinations. The campaign will run until the end of March. Ellis stressed that while ‘World
of Tui’ would feature far more strongly than in the past, there would be “no less Thomson”.
for its family holidays, we didn’t feel we needed to reinforce that,” he said. “Tui’s ambition is to grow long-haul for both brands, and if you advertise the more aspirational end of what you do, you bring the bulk of your audience along with you.” The rebrand and TV advert will be supported by a #justsayyes social media campaign. “People spend 50 weeks of
the year saying no to their kids when asked for an ice cream or a drink, so we’re saying: ‘Life’s too short to say no. Just say yes, and book a First Choice holiday,’” said Ellis. Commercial offers are still being
devised, but a First Choice sale will start on December 26. Ellis said the campaign was First Choice’s largest-ever.
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