Walsh Trott Chick Smith seizes First Choice account

First Choice Holidays has moved outside its original shortlist to award its pounds 3 million advertising account to Walsh Trott Chick Smith.

First Choice Holidays has moved outside its original shortlist to

award its pounds 3 million advertising account to Walsh Trott Chick

Smith.



Walsh Trott beat the incumbent, Ogilvy & Mather, and Leagas Shaffron to

the business, after arriving late on to the final shortlist following J.

Walter Thompson’s decision to pull out three weeks ago. DMB&B also

withdrew last Friday, citing a ’lack of communication’ between itself

and the company.



The tour operator’s marketing and communications manager, Virginia Dick,

explained her decision to appoint Walsh Trott. ’We were looking for

branding and communications and Walsh Trott presented the strongest

communications strategy,’ she said.



Walsh Trott will roll out a branding campaign for First Choice

immediately after Christmas, focusing on TV and posters. ’It is very

easy to sell holidays, but quite different selling brands,’ Dragana

Hartley, the senior account director at Walsh Trott, said.



’The tour operators’ market is characteristically driven by price

adjusting.



We are producing a branding idea that will mark out First Choice from

the TV ads to the travel agencies’ windows - long enough for the

customer to go to the rack and pick up a brochure.’



The campaign marks First Choice’s return to above-the-line advertising,

although it has kept in the public eye with its sponsorship of LWT and

Granada weather forecasts, which will continue until next summer. Media

continues to be handled by Media Insight.



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