First Choice puts account up for grabs

The tour operator, First Choice Holidays, is reviewing its advertising arrangements as part of a wider review of its communications strategy.

The tour operator, First Choice Holidays, is reviewing its

advertising arrangements as part of a wider review of its communications

strategy.



First Choice, which emerged from the ashes of Owners Abroad three years

ago, is considering a number of agencies, including its incumbent,

Ogilvy & Mather.



The review is being led by Virginia Dick, who joined as the marketing

and communications manager last week.



Dick said: ’We are looking at who we work with as part of a general

review.



O&M has done some very good work, but there are lots of choices

available at the moment for First Choice as a brand.



’We need to find out if O&M is the right agency or if anyone else is

better suited to meet those challenges. We want to move the brand

forward and to firm up its position in the industry.’



Last year, First Choice spent pounds 2.2 million on above-the-line

advertising, according to AC Nielsen-MEAL. However, a further pounds 1

million of the company’s promotional budget was diverted into sponsoring

the weather forecasts on LWT and Granada.



The review also involves Hill & Knowlton, which is responsible for First

Choice’s PR, and Media Insight, O&M’s poster specialist, which handles

media buying for the tour operator.



Dick is expected to make a decision within the next six weeks.



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