We'll Call You - First Choice

The high-street stores of First Choice and Thomson are being merged. Does that mean Mole's holiday is going to be invaded by other people's children?

First Choice: Morning, (name) speaking, how can I help?

Mktg: Hi, I have a question. My boyfriend has booked a surprise holiday with First Choice, and I'm trying to find out where we're going so I know what to pack. I was going to go to one of the First Choice shops to ask, but now you're merging with Thomson, can I still do that?

First Choice: We're all the same company, yes.

Mktg: Does that mean I won't be able to go into a First Choice shop any more?

First Choice: You will be able to go into a First Choice shop, but if the holiday is booked in your partner's name, they won't give you any details as they only deal with the lead passenger.

Mktg: OK. So if my boyfriend wanted to, he could go into a Thomson Holiday shop as well as First Choice?

First Choice: He can, yes.

Mktg: Is that going to be confusing when we get to the airport?

First Choice: No, it's always under the same code as it's always a Thomson flight, but we have two brands. First Choice is the home of all-inclusive and with Thomson you can make things more personal.

Mktg: I know we're booked on one of those couples' holidays, so does that mean we're going to be in the same hotel as the Thomson family holidays with lots of kids running around?

First Choice: No, not if it's a First Choice couples' holiday.

Mktg: So this just means that I can go into a Thomson shop and talk about a First Choice holiday and it doesn't make a difference?

First Choice: No it doesn't. Whichever company your holiday is with, a rep will be there for you. It means your hotel is just a First Choice hotel and just a couples' hotel, it won't have any families there. There will just be TUI reps there. The two companies together are classed as TUI.

Mktg: I didn't know they were owned by the same company. And that's called TUI?

First Choice: Yes.

Mktg: Thanks for the help.

First Choice: Thank you.


The call-handler was patient and clear about the two brands merging into the same shop presence, was able to explain how they operate in tandem, and emphasised that the change would not affect the customer's experience.

SCORE: 9/10


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers