The Background
We've worked with First Choice, Thomson and TUI across many projects over the years — tactical campaigns, brand support, the lot. This one ran alongside a national TV and retail push First Choice were doing during August and September, built around their 'understanding families' concept and Holiday Villages offer.
The Brief
A tactical early booking campaign with a dual job to do: shift perception and shift bookings. The ask was to convince families to book next summer's holiday from their regional airport now, communicate the benefits of booking early, and feature destinations and prices across press and outdoor.
The benefits we needed to sell were clear: book early and you get the holiday you actually want, on the date you want. You get more time to plan, more time to pay, and access to some genuinely compelling offers — low deposits from just £30, with thousands of free kids' places available.
The Work
We started with the audience. Early bookers skew towards less affluent but organised families — price-sensitive, time-restricted, but planners by nature. They book ahead because they have to, and they respond to clarity and value, not clever creative.
The creative had to work across press, outdoor and radio, and position First Choice as the family holiday expert throughout.
We kept everything deliberately simple. The headline: "Get your towel down early." A nod to the classic holiday sun-lounger behaviour that every family would instantly recognise. Body copy that could be read and understood in under ten seconds. Three clear pricing examples to evidence the value.
The image followed the same logic — a child on a beautiful beach, wrapped in a towel. A direct visual callback to the headline, warm and reassuring, without anything to distract from the message.