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.
Walsh Trott Chick Smith
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
Philippa Harris, marketing director
First Choice House, London Road, Crawley, West Sussex RH10 2GX
Tel: 01293 560777
Fax: 01293 588680