2. “Werealiseeveryoneisdifferent.
Andmakingspecialmemories
iswhatit’sallabout.”

3. Weunderstandholidays.
That’swhywe’re

4. Hithere.
We’reFirstChoice.
Thebrightyoungthingsoftravel,we’remodern,innovativeandupbeat.
Soitcomesasnosurprisetohearourcustomerssitattheyoungerend
ofthespectrum–generallyspeakingthey’recouplesagedbetween24
and44.
We’reabighitwithfamilies,too.Notsurprising,really.Justtakealook
atoneofourHolidayVillagesorSplashresorts.

6. SpecialMemories
Weknowspecialmemoriesarewhatholidaysareallabout.That’swhy
wemakesureeverylittlethingistakencareof,socustomerscanget
onwiththeimportantjobofhavingfun.Inshort,FirstChoicemakes
customersfeelspecial.
FirstChoicemakescustomersfeelspecial.
“Weunderstandyourholidayis
aboutspendingqualitytime
together.Andnothingbeats
throwingyourselfintoa
far-flungculture.”

8. It’sourjobtomakeourcustomerssitupandtakenoticeofus.Especially
thesedayswhentimeisprecious.Soweneedtobequickandtothepoint.
WehookcustomersviaTV,radio,press,shopsandmailerswithimaginative
andupbeatadcampaigns.Wehavetoinspireandinform–thinkofitas
info-tainment.
Attention
FirstFor…
Weknowthekeytosuccessishavingagreatrelationshipwithour
customers.Thatmeanswehavetobethereeverystepofthejourney.
Andthatdoesn’tjustmeanwhentheyarriveattheairport.Frombefore
they’reourcustomers,tothemomenttheyspotoneofourTVads,to
theminutetheyreturnhome,theFirstChoicebrandisthereatevery
touchpointinthecustomer’sjourney.
AttentionPlanning
Anticipation
TakeOffComing
Home
FollowUp
OnHoliday

9. Notonlyareourbrochuresandwebsiteseasytouse,
they’repackedwithlotsofuseful,honestinfo.Theylook
thepart,too–they’reeye-catchingandbright.Plus,we’ve
gotthehumantouch.Customerscanpopintoourshops
orcallustospeaktoreal,friendlypeoplewhoarein-the-
know.Thatwaythey’llgetthemostoutoftheirholiday.
Theholiday’sbooked.Nowit’sjustacaseofcountingdownthe
days.Togetcustomersevenmoreexcitedaboutgoingawaywe
sendcountdownemails.Plustheycanaddonextras,likeseats
togetherontheplane,andbookexcursionsupfront–thatway
theycansitbackandrelaxknowingeverything’stakencareof
beforetheygo.Acoupleofweeksbeforethey’reduetojetoff,
wesendouthandyticket-come-guidebooks.
Planning
Anticipation
“Werealisewhen
everything’staken
careof,youcan
reallyrelax.”

10. Airportscanbestressfulplaces.That’swhywehaveeasy-to-follow
signsandstaffwhogooutoftheirwaytomakecheck-inabreeze.
Upintheair,ourin-flightservicetakescareofeverything,withtop
onboardentertainmentandshopping.Pluscustomerscanhavea
flickthroughImagineandIndulgemagazinesforsomeadded
inspiration.Ofcourse,itgoeswithoutsaying,ourpeopleinthe
airportsandintheskygooutoftheirwaytomakesureflights
aresafe,relaxingandasmuchapartoftheholidayasthebeach.
Whentheplanetouchesdown,ourHolidayAdvisorsjumpinto
action.Whileourcustomersareaway,ourpeopleontheground
arewalking,talkinginformationbureaux,problemsolversand
friendlyfacesallrolledintoone.Plustheydishoutrandomacts
ofkindnesstoreallymakecustomersfeelspecial.Andthey’re
backedupbyaspecial24/7holidayline.
TakeOffOnHoliday

11. Whentheholidaycomestoaclose,HolidayAdvisorspassthebaton
backtocabincrew.Customersgetthesamegreatserviceontheway
backastheydidonthewayout,withslicktransfersandqualityin-
flightentertainment.Andtheflighthomeistheirchancetosharetheir
thoughtswithusbyfillingoutsatisfactionquestionnaires.Welistento
whattheyhavetosay,makingchangesasandwhen.Plus,weprintthe
feedbackinourbrochures.
Oncetheholidayisdoneanddusted,there’safreshdoseofmarketing.
Valuedcustomersgettailoredcampaigns,enticingthemtobookagain.
And,ifaholidayhasn’tgonetoplan,CustomerServicesstepin,speaking
tocustomersonthephoneandbyletter.Ofcourse,99.9%ofthetime,
customerssingourpraisesandpassonournametofriendsandfamily.
Afterall,there’snobetterwaytoadvertisethanwordofmouth.
ComingHome
FollowUp

12. ChoiceWords
Toneofvoiceisaboutusing
languagetohelpusbedistinctive
andtogetacrosswhatwebelieve
in.Itsays‘thisiswhoweare’and
‘thisiswhatwethinkofyou’.It’s
ourpersonalityonapage,ifyou
like.Anditstopsussoundinglike
everyoneelseinthemarketplace.
UPBEAT&PLAYFUL
“Wegetthatnotalltummiesare
designedforroller-coasters.Andnotall
dadsaredesignedforroller-blades.”
Weare…
IN-THE-KNOW
“Weknowkidswantendlessice-creams
onholiday.Sobeingabletobudget
isabighelp.”
UNDERSTANDING
“Weunderstandtravellingwithlittle
onescanmakegettingfromAtoB
feelmorelikeAtoZ.”

13. UpbeatholidaycompanyWLTMcouples
aged24-44andfamilieslookingforfun
timesinthesun.08712004455.

14. It’sAFamilyAffair
HolidayVillages.Splashresorts.TripstoseeSantaandMickey.We
coverallthebaseswhenitcomestofamilygetaways.
Butthat’snottosayit’sjustaboutmumsanddadswith2.4children.
Weknowthesedays‘families’comeinallshapesandsizes.Whether
that’ssingleparents,step-families,livingwithgranandgrandpa.
Everyone’sdifferent.
Tohelpgetthejobdone,FirstChoice’sfun,can-doattitudehasto
becommunicatedateverystepofthecustomer’sjourney.
“Weknowkidswantfun
clubs,whetherthey’retots
orteens,whilemumsdream
ofputtingtheirfeetupfor
achange.”

15. Child’sPlay
Santa
TripstoseeSanta
Gingerbreadworkshops
Huskysleighs
Reindeersledrides
Elfschool
Snowballfights
Hotberryjuice
Florida
HolidaystotheSunshineState
MickeyMouse
Cinderella’sCastle
Shamu
Roller-blading
Roller-coasters
Filmsets
Kids’Clubs
TwinkleStarsfortots
LittleStarsforpint-sizedguests
SuperStarsforolderkids
Wavelengthforteens
HolidayVillages
Megafamilyresorts
BobtheBuilder
Monsterpools
Highropes
FootballAcademies
StageSchool
Yogafortots
DJ-ing
Film-making
Cheerleading
Circusskills
Pirateships
Splash
Hotelswithwaterparks
Kamikazeslides
Wavepools
Rubberrings
Rapids

16. FirstChoicedoesitbetter

17. AllGrownUp
Sure,whenitcomestofamilyholidays,we’retheexperts.Butwe’renot
someselect,kids-onlyclub.Couplesandgroupscomeawaywithus,too.
Lotsofthem.
Infact,withnameslikePremier,TropicalandWeddings,we’vegotjustas
manychoicesforadultsaswehaveforfamilies.
“Weknownoindulgenttreatis
completewithoutexceptional
comfortwithspecialtouches
youwon’tforget.”

18. AdultsOnly
Premier
Luxuryhotels
Spas
Specialtouches
Finedining
Handpickedhotels
Romance
Tablesfortwo
Metime
VIPtreatment
Upgrades
Seclusion
Ski
Chalets
Spas
Apres-ski
Couloirs
Logfires
Fondue
Snow
Mountains
Alpineslopes
Weddings
‘Ido’
Dreamlocation
Sunset
Stress-free
Whitesands
Handinhand
Bouquets
Candle-litpiers
Tropical
Hammocks
Cocktails
Palmtrees
Coralreefs
Pureshores
Hawaiianshirts
Coconuts
Footprintsinsand
Waterfalls
Waterbungalows
Safaris
Binoculars
Lodges
Savannahs
“Weknowescapingthe9-5
routineiswhatit’sallabout.
Andluxurymeansonlythe
finesthotelswilldo.”

19. Ourpeopleare
whatmakesustick.
Theymakecustomersfeel
SPECIAL.