Tui unveils new First Choice logo

Source: Marketing magazine

Its new advertising campaign will focus on its all-inclusive proposition, and will include the tagline: “Life’s too short to say no.”

Speaking to Marketing, Jeremy Ellis, marketing director of Tui, said: "I’ve sat in many research groups, and the first thing people say they like about all-inclusive is that they don’t have to worry about money. Holidays are a big investment for people.

“The all-inclusive value then translates – once I know I have paid for my holiday, I can have whatever I want and not pay for the extras. More than half the holidays we sell [across all Tui brands] are all-inclusive. With First Choice aimed at that market, it is clearly a highly targeted brand, but there is huge scale and it gives us a strong tool to target a large proportion of the market."

Tui told TTG more details about the new branding would be revealed on Friday.