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