19 December 2017 – Taking more than one million customers away on an All Inclusive holiday every year, First Choice’s bold, confident character will be exploding from cinema and TV screens this Christmas with a fast paced rap music ad and a catchy soundtrack guaranteed to stick in the mind.
The larger than life treatment was brought to life by multi award winning director, Emil Nava, who has worked with an encyclopaedic who’s who of music talent, from Calvin Harris and Rihanna to Ed Sheeran and Beyonce. Unequivocally positioning First Choice as the undisputed experts in All Inclusive the ad presents the Turner Family as they embrace every aspect of a First Choice All Inclusive holiday quite literally singing – or rapping – its praises.
Jeremy Ellis, TUI UK and Ireland Marketing and Customer Experience Director, commented: “We are the only UK travel company which is exclusively All Inclusive. That makes us experts in the field and why we lay claim to the title ‘The Home of All Inclusive’. As the ad lyrics say, people can trust when they holiday with First Choice that they will really ‘go with the know.’ The ad does a fantastic job of highlighting some of our key benefits – a trusted brand, value, flexibility and fabulous food – in a truly entertaining and memorable way.”
He continues “We are ‘The Grand Maestros of all inclusive’ and we are shouting – or rather rapping – our credentials loudly and proudly. We provide amazing value, serving quality food and drink in amazing properties in stunning locations with no sneaky bills or hidden extras. We offer maximum flexibility, flying out of 22 UK airports and offering a variety of length of stays. Some people don’t want to stay for seven or 14 nights so why should they have to? First Choice is all about fun and embracing life to the full and this ad captures the euphoria we want our customers to experience on our holidays.”
First Choice has always been a bold, confident, innovator with a swagger and sense of humour and fun. The new ad embodies all of those qualities and aims to bring to life the essence of what a great All Inclusive holiday should be about, urging holidaymakers to ‘Go Mahoosive with the All Inclusive’. With all the bravado of a rap star, the hard to ignore ad, will hit cinemas from 22nd December and make its TV debut during Christmas Day’s Great British Bake Off.
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