See the thinking behind the First Choice rebrand and ad campaign

It’s not the festive season without summer holiday ads and illustrations, and true to form Thomson and First Choice have revealed their new marketing campaigns this week, as well as unveiling a new look for the First Choice brand.

 The new First Choice branding will be rolled out across all UK channels this week, while the advertising has a colour scheme that seems to follow the trends in Pantone's colours of 2016 - a rose red hue and soft serene blue. 

These mugs are part of our selection for our Christmas Gift Guide for Creatives 2015

 In the first major overhaul of the First Choice brand since 1994, the new logo is designed to give a more contemporary feel to the brand. The company said it was ‘reflective of its product portfolio whilst paying homage to its heritage with the continued use of hot pink colour’. 

 The new ‘Solaris’ logo (lower image) is a continuous loop and represents First Choice’s approach to all-inclusive holidays. The Solaris, which apparently translates as ‘like the sun’, draws on the starfish element of First Choice’s original logo design (upper image), while also incorporating a fresh and distinctive twist.


Set to the song The Seeker by The Who, the accompanying First Choice holiday ad aims to captures that all-inclusive feeling, with a tones that closely match Pantone's colours of 2016 - 'rose quartz' and 'serenity'

The campaign, the first one for the brand from the company’s new advertising agency Rainey Kelly Campbell Roalfe/Y&R, is underpinned by the strapline ‘Life’s too short to say no’.

The ad for sister company Thomson sees the return of travelling teddy Miles the Bear, with an ad that appears to reference the logo of parent group TUI - or is that just us?


Jeremy Ellis, Marketing Director, Thomson and First Choice, said, “We’re really excited to unveil our new campaigns for the Thomson and First Choice brands, as well as the new look for First Choice, at what is a busy time of year for us as people book their next holiday. We turned First Choice in to the home of all inclusive back in 2011 and this latest activity is all about further differentiating the brand in line with this proposition. .

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