First Choice gets ‘Picky’ with relaunch campaign by Impero


Holiday company First Choice today launched its first campaign in three years to relaunch the brand to the UK market.

First Choice’s new booking platform brings together all the holiday options customers could want in one place.

‘Get Picky’ is the first piece of work created in partnership with Impero after the agency was appointed as creative lead earlier this year, following a competitive pitch.

First Choice brief

Impero was briefed with creating a brand campaign that appeals to customers who value personal choice when it comes to their holidays.

They travel frequently and are confident in organising and navigating their own trips, but can often feel overwhelmed at the range of options out there.

‘Get Picky’ does just that, encouraging travel lovers to be proudly picky when making holiday choices, so that they choose the trips they really want.

The film follows main character, Holly, manifesting her perfect holiday through a series of affirmations.

During the film Holly picks between relaxing by the pool without a kid in sight, having breakfast at the buffet or hiking up a mountain top,  a night that finishes at 5am, and a yoga class that starts at the same time.

The film, directed by MrMr and produced by Stink Films, finishes by saying “The power to pick the holiday you seek is within you”.

Media was handled by EssenceMediacom, who took a fresh approach to the traditional channels favoured by the category, planning a stand-out social and online-video-first campaign.

The campaign will also feature OOH throughout the UK in a two-week burst once the video has been established on social and digital platforms.

Bart Quinton Smith, Managing Director at First Choice, said: “We’ve been working hard to reimagine First Choice as a place where this new group of travellers can pick trips that are right for them, and Impero has played a crucial role in communicating our vision.

“Our customers have very different needs when it comes to their holiday choices, and by combining our knowledge of our customers, with Impero’s expertise of their communication preferences, we hope our campaign will inspire people to be picky and not settle for anything other than the best.”

Michael Scantlebury, Founder & ECD of Impero, said: “First Choice is at a point of change and it couldn’t have been a better time for us to start working together.

“It’s an iconic brand with a new challenge, to engage with an audience whose holiday needs are changing.

“And with First Choice’s appetite to do things differently and inject a new point of view into the category we’re thrilled to be on this journey with them.”