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First Choice 'Arms Full'

Agency: Beattie McGuinness Bungay

Client: First Choice

First Choice Holidays has launched its most adventurous advert to date to highlight its family holidays proposition.

‘Arms Full’ focuses on family bonds and the importance of quality time spent together and will hit TV before screening in cinemas during half term and Easter

A range of executions will see the theme run through an integrated campaign covering direct mail, web advertising and promotions.

Full-page press adverts will also be placed in selected women’s magazines including Now, OK, Best and Bella from late January to March.

Display advertising online is planned for January through to March on parenting portals such as ‘mumsnet’ and ‘iVillage’, with the emphasis on communicating tailored family product messages.

Head of Brand Strategy for First Choice, Andrew Laurillard, said, “Families are a very important segment of the inclusive holiday market and First Choice have a very strong presence in this area.

“Our service, quality and product range are excellent, and we feel that this was something we should make more of in our communications.”

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