First Choice empowers travel lovers to ‘get picky’ with relaunch campaign by Impero

New multi-channel creative campaign focuses on helping travellers pick the trip they really want

Holiday company First Choice launches its first campaign in three years to relaunch the brand to the UK market. First Choice’s new booking platform brings together all the holiday options customers could want in one place.

Get Picky is the first piece of work created in partnership with Impero after the agency was appointed as creative lead earlier this year, following a competitive pitch.  

Impero were briefed with creating a brand campaign that appeals to customers who value personal choice when it comes to their holidays. They travel frequently and are confident in organising and navigating their own trips, but can often feel overwhelmed at the range of options out there. Get Picky does just that, encouraging travel lovers to be proudly picky when making holiday choices, so that they choose the trips they really want.

The film follows main character, Holly, manifesting her perfect holiday through a series of affirmations. During the film Holly picks between relaxing by the pool without a kid in sight, having breakfast at the buffet or hiking up a mountain top, a night that finishes at 5am, and a yoga class that starts at the same time. The film, directed by MrMr and produced by Stink Films, finishes by saying ‘The power to pick the holiday you seek is within you.

Media was handled by EssenceMediacom, who took a fresh approach to the traditional channels favoured by the category, planning a stand-out social and online-video-first campaign.

The campaign will also feature OOH throughout the UK in a two-week burst once the video has been established on social and digital platforms.

Featured image: Get Picky / First Choice

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