First Choice unveils new brand identity

The new First Choice logo
The new First Choice logo

First Choice has unveiled a new look as part of a major new marketing drive for the all-inclusive operator and its sister brand, Thomson.

In the first major overhaul of the First Choice brand since 1994, the new logo gives the company a new “hot pink” colour scheme and a new looping logo that First Choice says is designed to reflect the sun, the starfish element of its previous logo, and its position as an all-inclusive brand.

The branding has been launched in tandem with new marketing campaigns for both First Choice and Thomson, which will now be rolled out across the UK, with TV ads starting on 19 December.

“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,” said Jeremy Ellis, marketing director for Thomson and First Choice. “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.

The old First Choice logo
The old First Choice logo

“We wanted to really draw out the feeling you get when you are on one of our First Choice all-inclusive holidays – it’s all about being able to follow your heart and say ‘yes’,” he added.

The new First Choice marketing campaign is set to The Who song, ‘The Seeker’ and features the new strapline “Life’s too short to say no”. The Thomson campaign re-introduces ‘Miles the Bear’ and will focus on promoting the company’s long-haul destinations.

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