IPA Effectiveness Awards 2005: Bronze Award - First Choice

FIRST CHOICE Campaign: Get me out of here: how sponsorship cuts through the jungle on to the high street Client: First Choice Agency: Walker Media Principal authors: Phil Georgiadis, Marie Robinson, Shabaz Shariff With contribution from: Oliver Croom-Johnson, SPP Media used: TV


First Choice sponsored the third series of ITV's I'm a Celebrity ... Get Me Out of Here!, transmitted in January and February 2004. The campaign made First Choice stand out in a cluttered market, established the brand as the first choice for all holiday needs and provided a unique in-store proposition. The sponsorship package comprised credits on ITV1, ITV2 and the show's online and SMS services, plus promotional DVDs and a competition offering prizes of trips to Australia. I'm a Celebrity was a TV hit, achieving average audiences of more than 11 million viewers. First Choice's pre-tax profits increased by 13 per cent year on year.


"Evaluating the effects of sponsorship is a difficult task but this paper demonstrated that it can be done well and that key learning can be drawn from this case. First Choice's campaign demonstrated a good fit between the brand and the programme and successfully differentiated First Choice from other retailers.

"The use of in-store activity at local branches helped to generate PR and also enhanced staff morale. The judges commended the paper for the use of these techniques."

- Robert Shaw, director, Value Based Marketing Forum.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus