CAREERS: Company CV - First Choice

Company facts

Company facts

First Choice Holidays is the UK’s third largest package holiday company

after Thomson and Airtours,with a UK market share of about 15%. The

group has four main divisions: First Choice Holidays & Flights, Air 2000

(the group’s in-house airline), Signature Vacations and First Choice

Ski,Lakes and Mountains.

The future of First Choice looked uncertain earlier this year.

However, Swiss company Kuoni’s bid for the company lapsed in July after

a majority of the British company’s shareholders voted against the


A month prior to this, a pounds 950m hostile bid by rival Airtours

failed after the European Commission launched a competition inquiry.

In April First Choice launched a new shop format, Travel Choice. There

are plans to roll out 200 shops. Some will be located within Asda stores

and include a coffee bar and touch-screen terminals.

The First Choice holiday range received the lion’s share of the group’s

advertising spend. The company’s sponsorship of local weather on two ITV

regions is backed up by tactical price-focused advertising.


pounds 1.244bn

Pre-tax profits

pounds 50m



Advertising agencies

Walsh Trott Chick Smith

Media buyer

Walker Media

Annual advertising spend

TV        pounds 2,289,083

Press       pounds 467,275

Radio        pounds 30,995

Outdoor   pounds 2,319,113

Total     pounds 5,106,466

(Source: MMS)

Top marketer

Philippa Harris, marketing director

UK headquarters

First Choice House, London Road, Crawley, West Sussex RH10 2GX

Tel: 01293 560777

Fax: 01293 588680

Web site


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