First Choice has launched a summer marketing campaign highlighting value-for-money holidays offering 'frills' not offered by low cost carriers.
The 'big on frills, low on price' campaign launches in the Metro and Daily Star newspapers and will run in national newspapers this weekend.
First Choice hopes to differentiate its holidays from those on offer through low cost carriers and make the case for competitively-priced product that includes the added extras of a package holiday.
The campaign launches ahead of the peak summer season and focuses on First Choice's differentiated Holiday Villages and SplashWorld products.
It will emphasise that First Choice holidays include allocated seating on flights and holiday advisors in resort, backed up by a 24/7 helpline. It will also highlight the company's thousands of free child places and 40 years of experience.
Tui UK & Ireland head of marketing Jeremy Ellis said: "Customers are looking for certainty and reassurance, and our brand tracking is showing significant growth in consumer confidence for package holidays where everything is taken care of.
"We see a great opportunity to capitalise on this trend by demonstrating the advantages of going with First Choice rather than trying to cut corners with low cost carriers."
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