BRIEF

Relaunch a much loved holiday brand for the next generation of travellers 

INSIGHT

Overwhelming choice has resulted in a 'fear of better options', leaving travellers anxious about their holiday choices

APPROACH

Development of the new creative platform GET PICKY which shows travellers that that can finally get the holiday they want without the stuff they don’t. Launched through a campaign that dramatised the benefit of Get Picky using manifestation [the only way you could get the holiday you wanted before First Choice came along]. The campaign showed the benefits of being proudly picky to find the holiday that’s a little more you.

RESULTS

Campaign reached 93% of 18-35 travellers