News & Analysis

First Choice reviews “I’m A Celebrity” deal

(06 April 2006)

FIRST Choice is weighing up whether to ditch its sponsorship with ITV’s I’m A Celebrity ...Get Me Out Of Here!

Marketing director Tim Williamson revealed the company's whole marketing strategy is under review. He questioned whether previous marketing teams had understood the complexity of the travel industry.

“Previous marketeers [at First Choice] have not got to grips with tour operating or travel retailing. They have come from selling brands such as Whiskas or Tropicana.”

Under the terms of its deal, First Choice has first refusal on the I’m a Celebrity sponsorship. The company has run successful in-store promotions on the back of the tie-up.

by Paul Nelson (About this Author)