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Travel industry news

17 Dec 2018

BY Olivia Rook

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First Choice 'Go Mahoosive' campaign returns to TV screens

First Choice’s controversial “Go Mahoosive” advert will be revived on Boxing Day as part of a multi-million-pound media spend.

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First Choice says “annoying” Go Mahoosive ad drove consideration to its highest level in three years

The ad features the Turner family embracing all parts of a First Choice all-inclusive holiday package. The family is shown rapping and dancing in a music video-style campaign.

 

The ad first aired on Christmas Day in 2017 and just weeks into 2018, it was voted one of the year’s most annoying. Despite this, the operator said it drove consideration to its highest level in three years.

 

A 30-second version of the ad will return on Boxing Day. This will be followed by a 10-second execution in the same break, which will showcase a choice of offers available across January 2019.

 

New content using unseen footage from last year’s shoot and some new scenes will be used on social and digital platforms. The new footage was filmed on location at the Holiday Village resort in Sarigerme, Turkey, this summer.

 

Katie McAlister, Tui UK and Ireland chief marketing officer, said: “The ad performed strongly in focus groups before it went live last year so we had total confidence it would connect with our First Choice audience.

 

“We also knew it had the potential to divide popular opinion and it’s done both of those things extremely successfully.”

 

McAlister added: “During the tough trading this summer the brand really held its own with people looking for the excellent value an all-inclusive holiday offers with the reassurance of quality.

 

“The campaign more than met its objectives of increasing consideration and driving bookings so, love it or hate it, it worked.”

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