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“We realise everyo
ne is different.
And
making
special m
emo
riesis w
hat it’s all abo
ut.”
We und
erstand ho
lidays.
That’s w
hy we’re
Hi there.
We’re F
irst Cho
ice. T
he brig
ht young
things o
f travel, we’re m
od
ern, innovative and up
beat.
So
it com
es as no surp
rise to hear o
ur custom
ers sit at the young
er endo
f the spectrum
– generally sp
eaking they’re co
uples ag
ed b
etween 24
and
44
.
We’re a b
ig hit w
ith families, to
o. No
t surprising
, really. Just take a loo
kat o
ne of o
ur Ho
liday V
illages o
r Sp
lash resorts.
Sp
ecial Mem
ories
We know
special m
emo
ries are what ho
lidays are all ab
out. T
hat’s why
we m
ake sure every little thing is taken care o
f, so custo
mers can g
eto
n with the im
po
rtant job
of having
fun. In short, F
irst Cho
ice makes
custom
ers feel special.
First Choice makes customers feel special.
“We understand your holiday is
about spending quality time
together. And nothing beats
throwing yourself into a
far-flung culture.”
It’s our jo
b to
make o
ur custom
ers sit up and
take notice o
f us. Esp
ecially these d
ays when tim
e is precio
us. So
we need
to b
e quick and
to the p
oint.
We ho
ok custo
mers via T
V, radio, p
ress, shop
s and m
ailers with im
aginative
and up
beat ad
camp
aigns. W
e have to insp
ire and info
rm – think o
f it as info
-tainment.
Attentio
nF
irst Fo
r…
We know
the key to success is having
a great relatio
nship w
ith our
custom
ers. That m
eans we have to
be there every step
of the jo
urney. A
nd that d
oesn’t just m
ean when they arrive at the airp
ort. F
rom
befo
re they’re o
ur custom
ers, to the m
om
ent they spo
t one o
f our T
V ad
s, to
the minute they return ho
me, the F
irst Cho
ice brand
is there at every to
uch po
int in the custom
er’s journey.
Attentio
nP
lanning
Anticip
ation
Take Off
Co
ming
Ho
me
Fo
llow U
p
On H
olid
ay
No
t only are o
ur bro
chures and w
ebsites easy to
use, they’re p
acked w
ith lots o
f useful, honest info. T
hey loo
k the p
art, too
– they’re eye-catching and
brig
ht. Plus, w
e’ve g
ot the hum
an touch. C
ustom
ers can po
p into
our sho
ps
or call us to
speak to
real, friendly p
eop
le who
are in-the-know
. That w
ay they’ll get the m
ost o
ut of their ho
liday.
The ho
liday’s b
oo
ked. N
ow it’s just a case o
f counting
dow
n the d
ays. To g
et custom
ers even mo
re excited ab
out g
oing
away w
e send
countd
own em
ails. Plus they can ad
d o
n extras, like seatsto
gether o
n the plane, and
bo
ok excursio
ns upfro
nt – that way
they can sit back and
relax knowing
everything’s taken care o
fb
efore they g
o. A co
uple o
f weeks b
efore they’re d
ue to jet o
ff, w
e send o
ut handy ticket-co
me-g
uideb
oo
ks.
Planning
Anticip
ation
“We realise w
heneverything’s taken care of, you can
really relax.”
Airp
orts can b
e stressful places. T
hat’s why w
e have easy-to-fo
llow
signs and
staff who
go
out o
f their way to
make check-in a b
reeze. U
p in the air, o
ur in-flig
ht service takes care of everything
, with to
po
nbo
ard entertainm
ent and sho
pp
ing. P
lus custom
ers can have afl
ick throug
h Imag
ine and Ind
ulge m
agazines fo
r som
e add
ed
inspiratio
n. Of co
urse, it go
es witho
ut saying, o
ur peo
ple in the
airpo
rts and in the sky g
o o
ut of their w
ay to m
ake sure flights
are safe, relaxing and
as much a p
art of the ho
liday as the b
each.
When the p
lane touches d
own, o
ur Ho
liday A
dviso
rs jump
into
action. W
hile our custo
mers are aw
ay, our p
eop
le on the g
round
are w
alking, talking
inform
ation b
ureaux, pro
blem
solvers and
friend
ly faces all rolled
into o
ne. Plus they d
ish out rand
om
acts o
f kindness to
really make custo
mers feel sp
ecial. And
they’re b
acked up
by a sp
ecial 24/7 ho
lidayline.
Take Off
On H
olid
ay
When the ho
liday co
mes to
a close, H
olid
ay Ad
visors p
ass the bato
nb
ack to cab
in crew. C
ustom
ers get the sam
e great service o
n the way
back as they d
id o
n the way o
ut, with slick transfers and
quality in-
flight entertainm
ent. And
the flight ho
me is their chance to
share their tho
ughts w
ith us by fi
lling o
ut satisfaction q
uestionnaires. W
e listen to
what they have to
say, making
changes as and
when. P
lus, we p
rint the feed
back in o
ur bro
chures.
Once the ho
liday is d
one and
dusted
, there’s a fresh do
se of m
arketing.
Valued
custom
ers get tailo
red cam
paig
ns, enticing them
to b
oo
k again.
And
, if a holid
ay hasn’t go
ne to p
lan, Custo
mer S
ervices step in, sp
eaking
to custo
mers o
n the pho
ne and b
y letter. Of co
urse, 99
.9%
of the tim
e, custo
mers sing
our p
raises and p
ass on o
ur name to
friends and
family.
After all, there’s no
better w
ay to ad
vertise than wo
rd o
f mo
uth.
Co
ming
Ho
me
Fo
llow U
p
Cho
ice Wo
rds
Tone o
f voice is ab
out using
languag
e to help
us be d
istinctive and
to g
et across w
hat we b
elieve in. It says ‘this is w
ho w
e are’ and
‘this is what w
e think of yo
u’. It’s o
ur perso
nality on a p
age, if yo
u like. A
nd it sto
ps us so
unding
like everyo
ne else in the marketp
lace.
UP
BE
AT
& P
LAY
FU
L“W
e get that no
t all tumm
ies are d
esigned
for ro
ller-coasters. A
nd no
t all d
ads are d
esigned
for ro
ller-blad
es.”
We are…
IN-T
HE
-KN
OW
“We know
kids w
ant endless ice-cream
so
n holid
ay. So
being
able to
bud
get
is a big
help.”
UN
DE
RSTA
ND
ING
“We und
erstand travelling
with little
ones can m
ake getting
from
A to
B
feel mo
re like A to
Z.”
Upbeat holiday company W
LTM couples
aged 24-44 and families looking for fun
times in the sun. 0871 200 4455.
It’s A F
amily A
ffairH
olid
ay Villag
es. Sp
lash resorts. Trip
s to see S
anta and M
ickey. We
cover all the bases w
hen it com
es to fam
ily getaw
ays.
But that’s no
t to say it’s just ab
out m
ums and
dad
s with 2.4
children.
We know
these days ‘fam
ilies’ com
e in all shapes and
sizes. Whether
that’s single p
arents, step-fam
ilies, living w
ith gran and
grand
pa.
Everyo
ne’s different.
To help
get the jo
b d
one, F
irst Cho
ice’s fun, can-do
attitude has to
b
e com
municated
at every step o
f the custom
er’s journey.
“We know
kids w
ant funclub
s, whether they’re to
tso
r teens, while m
ums d
reamo
f putting
their feet up fo
ra chang
e.”
Chi
ld’s
Pla
yS
antaTrip
s to see S
anta G
ingerb
read w
orksho
ps
Husky sleig
hsR
eindeer sled
rides
Elf scho
ol
Snow
ball fi
ghts
Ho
t berry juice
Florida
Holid
ays to the Sunshine StateM
ickey Mouse
Cind
erella’s Castle
Shamu
Roller-b
lading
Roller-coasters
Film
sets
Kid
s’ Club
sTw
inkle Stars for to
tsLittle Stars fo
r pint-sized
guests
Super Stars fo
r old
er kids
W
avelength fo
r teens
Ho
liday V
illages
Meg
a family reso
rtsB
ob
the Build
erM
onster p
oo
lsH
igh ro
pes
Foo
tball A
cadem
iesStag
e Schoo
lYo
ga fo
r tots
DJ-ing
Film
-making
Cheerlead
ingC
ircus skillsP
irate ships
Splash
Hotels w
ith waterp
arksK
amikaze slid
esW
ave pools
Rub
ber ring
sR
apid
s
First C
hoice d
oes it b
etter
All G
rown U
pS
ure, when it co
mes to
family ho
lidays, w
e’re the experts. B
ut we’re no
t so
me select, kid
s-only club
. Co
uples and
gro
ups co
me aw
ay with us, to
o. Lo
ts of them
.
In fact, with nam
es like Prem
ier, Trop
ical and W
edd
ings, w
e’ve go
t just as m
any choices fo
r adults as w
e have for fam
ilies.
“We know
no ind
ulgent treat is
com
plete w
ithout excep
tional
com
fort w
ith special to
uchesyo
u wo
n’t forg
et.”
Ad
ults Only
Prem
ier
Luxury hotels
S
pas
Sp
ecial touches
F
ine dining
Hand
picked
hotels
Ro
mance
Tab
les for tw
oM
e time
VIP
treatment
Up
grad
esS
eclusion
Ski
Chalets
Sp
as
A
pres-ski
Co
uloirs
Log
firesF
ond
ueS
nowM
ountains
Alp
ine slop
es
Wed
ding
s‘I d
o’
Dream
locatio
nS
unsetS
tress-freeW
hite sands
Hand
in handB
ouq
uetsC
andle-lit p
iers
Trop
icalH
amm
ocks
Co
cktailsP
alm trees
Co
ral reefsP
ure shores
Haw
aiian shirtsC
oco
nutsF
oo
tprints in sand
Waterfalls
Water b
ungalow
sS
afarisB
inoculars
Lod
ges
Savannahs
“We know
escaping the 9-5 routine is w
hat it’s all about. A
nd luxury means only the
finest hotels will do.”
Our p
eop
le arew
hat makes us tick.
They make custo
mers feel
SP
EC
IAL.