Holiday company First Choice has unveiled a campaign aimed at empowering travel lovers to ‘get picky’, as part of its new platform and brand relaunch.
Produced in partnership with creative agency Impero following its appointment as a creative lead earlier this year, the campaign brings together all the holiday options travellers may want, in one place.
Showcased across video on demand, out-of-home (OOH), social and digital, the ‘Get Picky’ features a woman manifesting her perfect holiday through a series of affirmations.
The film follows the story of Holly, the main character, who picks between holiday options such as relaxing by the pool without kids, 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.
Directed by MrMr and produced by Stink Films, the film concludes with the message: “The power to pick the holiday you seek is within you.”
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The advert, which saw media handling by EssenceMediacom, comes as the first campaign for the holiday company in three years.
“We’ve been working hard to reimagine First Choice as a place where this new group of travellers can pick trips that are right for them, and Impero has played a crucial role in communicating our vision,” said First Choice managing director Bart Quinton Smith.
“Our customers have very different needs when it comes to their holiday choices, we hope our campaign will inspire people to be picky and not settle for anything other than the best.”
Impero founder and executive creative director, Michael Scantlebury, added: “First Choice is at a point of change and it couldn’t have been a better time for us to start working together.”
“It’s an iconic brand with a new challenge, to engage with an audience whose holiday needs are changing. And with First Choice’s appetite to do things differently and inject a new point of view into the category we’re thrilled to be on this journey with them.”
