“We realise everyo

ne is different.

And

making

special m

emo

riesis w

hat it’s all abo

ut.”

We und

erstand ho

lidays.

That’s w

hy we’re

Hi there.

We’re F

irst Cho

ice. T

he brig

ht young

things o

f travel, we’re m

od

ern, innovative and up

beat.

So

it com

es as no surp

rise to hear o

ur custom

ers sit at the young

er endo

f the spectrum

– generally sp

eaking they’re co

uples ag

ed b

etween 24

and

44

.

We’re a b

ig hit w

ith families, to

o. No

t surprising

, really. Just take a loo

kat o

ne of o

ur Ho

liday V

illages o

r Sp

lash resorts.

Sp

ecial Mem

ories

We know

special m

emo

ries are what ho

lidays are all ab

out. T

hat’s why

we m

ake sure every little thing is taken care o

f, so custo

mers can g

eto

n with the im

po

rtant job

of having

fun. In short, F

irst Cho

ice makes

custom

ers feel special.

First Choice makes customers feel special.

“We understand your holiday is

about spending quality time

together. And nothing beats

throwing yourself into a

far-flung culture.”

It’s our jo

b to

make o

ur custom

ers sit up and

take notice o

f us. Esp

ecially these d

ays when tim

e is precio

us. So

we need

to b

e quick and

to the p

oint.

We ho

ok custo

mers via T

V, radio, p

ress, shop

s and m

ailers with im

aginative

and up

beat ad

camp

aigns. W

e have to insp

ire and info

rm – think o

f it as info

-tainment.

Attentio

nF

irst Fo

r…

We know

the key to success is having

a great relatio

nship w

ith our

custom

ers. That m

eans we have to

be there every step

of the jo

urney. A

nd that d

oesn’t just m

ean when they arrive at the airp

ort. F

rom

befo

re they’re o

ur custom

ers, to the m

om

ent they spo

t one o

f our T

V ad

s, to

the minute they return ho

me, the F

irst Cho

ice brand

is there at every to

uch po

int in the custom

er’s journey.

Attentio

nP

lanning

Anticip

ation

Take Off

Co

ming

Ho

me

Fo

llow U

p

On H

olid

ay

No

t only are o

ur bro

chures and w

ebsites easy to

use, they’re p

acked w

ith lots o

f useful, honest info. T

hey loo

k the p

art, too

– they’re eye-catching and

brig

ht. Plus, w

e’ve g

ot the hum

an touch. C

ustom

ers can po

p into

our sho

ps

or call us to

speak to

real, friendly p

eop

le who

are in-the-know

. That w

ay they’ll get the m

ost o

ut of their ho

liday.

The ho

liday’s b

oo

ked. N

ow it’s just a case o

f counting

dow

n the d

ays. To g

et custom

ers even mo

re excited ab

out g

oing

away w

e send

countd

own em

ails. Plus they can ad

d o

n extras, like seatsto

gether o

n the plane, and

bo

ok excursio

ns upfro

nt – that way

they can sit back and

relax knowing

everything’s taken care o

fb

efore they g

o. A co

uple o

f weeks b

efore they’re d

ue to jet o

ff, w

e send o

ut handy ticket-co

me-g

uideb

oo

ks.

Planning

Anticip

ation

“We realise w

heneverything’s taken care of, you can

really relax.”

Airp

orts can b

e stressful places. T

hat’s why w

e have easy-to-fo

llow

signs and

staff who

go

out o

f their way to

make check-in a b

reeze. U

p in the air, o

ur in-flig

ht service takes care of everything

, with to

po

nbo

ard entertainm

ent and sho

pp

ing. P

lus custom

ers can have afl

ick throug

h Imag

ine and Ind

ulge m

agazines fo

r som

e add

ed

inspiratio

n. Of co

urse, it go

es witho

ut saying, o

ur peo

ple in the

airpo

rts and in the sky g

o o

ut of their w

ay to m

ake sure flights

are safe, relaxing and

as much a p

art of the ho

liday as the b

each.

When the p

lane touches d

own, o

ur Ho

liday A

dviso

rs jump

into

action. W

hile our custo

mers are aw

ay, our p

eop

le on the g

round

are w

alking, talking

inform

ation b

ureaux, pro

blem

solvers and

friend

ly faces all rolled

into o

ne. Plus they d

ish out rand

om

acts o

f kindness to

really make custo

mers feel sp

ecial. And

they’re b

acked up

by a sp

ecial 24/7 ho

lidayline.

Take Off

On H

olid

ay

When the ho

liday co

mes to

a close, H

olid

ay Ad

visors p

ass the bato

nb

ack to cab

in crew. C

ustom

ers get the sam

e great service o

n the way

back as they d

id o

n the way o

ut, with slick transfers and

quality in-

flight entertainm

ent. And

the flight ho

me is their chance to

share their tho

ughts w

ith us by fi

lling o

ut satisfaction q

uestionnaires. W

e listen to

what they have to

say, making

changes as and

when. P

lus, we p

rint the feed

back in o

ur bro

chures.

Once the ho

liday is d

one and

dusted

, there’s a fresh do

se of m

arketing.

Valued

custom

ers get tailo

red cam

paig

ns, enticing them

to b

oo

k again.

And

, if a holid

ay hasn’t go

ne to p

lan, Custo

mer S

ervices step in, sp

eaking

to custo

mers o

n the pho

ne and b

y letter. Of co

urse, 99

.9%

of the tim

e, custo

mers sing

our p

raises and p

ass on o

ur name to

friends and

family.

After all, there’s no

better w

ay to ad

vertise than wo

rd o

f mo

uth.

Co

ming

Ho

me

Fo

llow U

p

Cho

ice Wo

rds

Tone o

f voice is ab

out using

languag

e to help

us be d

istinctive and

to g

et across w

hat we b

elieve in. It says ‘this is w

ho w

e are’ and

‘this is what w

e think of yo

u’. It’s o

ur perso

nality on a p

age, if yo

u like. A

nd it sto

ps us so

unding

like everyo

ne else in the marketp

lace.

UP

BE

AT

& P

LAY

FU

L“W

e get that no

t all tumm

ies are d

esigned

for ro

ller-coasters. A

nd no

t all d

ads are d

esigned

for ro

ller-blad

es.”

We are…

IN-T

HE

-KN

OW

“We know

kids w

ant endless ice-cream

so

n holid

ay. So

being

able to

bud

get

is a big

help.”

UN

DE

RSTA

ND

ING

“We und

erstand travelling

with little

ones can m

ake getting

from

A to

B

feel mo

re like A to

Z.”

Upbeat holiday company W

LTM couples

aged 24-44 and families looking for fun

times in the sun. 0871 200 4455.

It’s A F

amily A

ffairH

olid

ay Villag

es. Sp

lash resorts. Trip

s to see S

anta and M

ickey. We

cover all the bases w

hen it com

es to fam

ily getaw

ays.

But that’s no

t to say it’s just ab

out m

ums and

dad

s with 2.4

children.

We know

these days ‘fam

ilies’ com

e in all shapes and

sizes. Whether

that’s single p

arents, step-fam

ilies, living w

ith gran and

grand

pa.

Everyo

ne’s different.

To help

get the jo

b d

one, F

irst Cho

ice’s fun, can-do

attitude has to

b

e com

municated

at every step o

f the custom

er’s journey.

“We know

kids w

ant funclub

s, whether they’re to

tso

r teens, while m

ums d

reamo

f putting

their feet up fo

ra chang

e.”

Chi

ld’s

Pla

yS

antaTrip

s to see S

anta G

ingerb

read w

orksho

ps

Husky sleig

hsR

eindeer sled

rides

Elf scho

ol

Snow

ball fi

ghts

Ho

t berry juice

Florida

Holid

ays to the Sunshine StateM

ickey Mouse

Cind

erella’s Castle

Shamu

Roller-b

lading

Roller-coasters

Film

sets

Kid

s’ Club

sTw

inkle Stars for to

tsLittle Stars fo

r pint-sized

guests

Super Stars fo

r old

er kids

W

avelength fo

r teens

Ho

liday V

illages

Meg

a family reso

rtsB

ob

the Build

erM

onster p

oo

lsH

igh ro

pes

Foo

tball A

cadem

iesStag

e Schoo

lYo

ga fo

r tots

DJ-ing

Film

-making

Cheerlead

ingC

ircus skillsP

irate ships

Splash

Hotels w

ith waterp

arksK

amikaze slid

esW

ave pools

Rub

ber ring

sR

apid

s

First C

hoice d

oes it b

etter

All G

rown U

pS

ure, when it co

mes to

family ho

lidays, w

e’re the experts. B

ut we’re no

t so

me select, kid

s-only club

. Co

uples and

gro

ups co

me aw

ay with us, to

o. Lo

ts of them

.

In fact, with nam

es like Prem

ier, Trop

ical and W

edd

ings, w

e’ve go

t just as m

any choices fo

r adults as w

e have for fam

ilies.

“We know

no ind

ulgent treat is

com

plete w

ithout excep

tional

com

fort w

ith special to

uchesyo

u wo

n’t forg

et.”

Ad

ults Only

Prem

ier

Luxury hotels

S

pas

Sp

ecial touches

F

ine dining

Hand

picked

hotels

Ro

mance

Tab

les for tw

oM

e time

VIP

treatment

Up

grad

esS

eclusion

Ski

Chalets

Sp

as

A

pres-ski

Co

uloirs

Log

firesF

ond

ueS

nowM

ountains

Alp

ine slop

es

Wed

ding

s‘I d

o’

Dream

locatio

nS

unsetS

tress-freeW

hite sands

Hand

in handB

ouq

uetsC

andle-lit p

iers

Trop

icalH

amm

ocks

Co

cktailsP

alm trees

Co

ral reefsP

ure shores

Haw

aiian shirtsC

oco

nutsF

oo

tprints in sand

Waterfalls

Water b

ungalow

sS

afarisB

inoculars

Lod

ges

Savannahs

“We know

escaping the 9-5 routine is w

hat it’s all about. A

nd luxury means only the

finest hotels will do.”

Our p

eop

le arew

hat makes us tick.

They make custo

mers feel

SP

EC

IAL.