• The First Choice ‘Go Mahoosive’ Campaign bursts back on TV screens this Christmas

    The First Choice ‘Go Mahoosive’ Campaign bursts back on TV screens this Christmas

    • Love it or hate it – the memorable rapping First Choice ad is back from Boxing Day
    • Bold, ‘larger than life’ creative asserts First Choice’s bright, confident, bold personality and has helped the brand to its highest consideration levels in three years
    • Part of multi-million pound spend across TV, print, radio, digital and social

    17th December 2018.    Love it or hate it, First Choice’s ‘Go Mahoosive’ rapping TV ad whipped up a storm of debate when it debuted during Bake Off last Christmas Day.    Voted one of the year’s most annoying ads just weeks into the New Year it certainly got people talking and, more importantly, thinking about First Choice.   So much so that the campaign successfully drove consideration to its highest level in three years

    Katie McAlister, Chief Marketing Officer for TUI UK and Ireland commented: “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!   First Choice is a really important part of the overall TUI product offer, taking around 1million customers on holiday every year.    During the tough trading this summer the brand really hold 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.”

    A 30 second version of the creative featuring the Turner Family as they embrace every aspect of a First Choice All Inclusive holiday quite literally singing – or rapping – its praises, will air on Boxing Day.   For the first time this year, the 30 second will be followed by a 10 second execution in the same ad break, showcasing a choice of offers available across January. A multi-channel integrated media plan developed and executed by Mediacom will also utilise digital, social,, press and radio.

    New content using a mix of unseen footage from last year’s shoot and new scenes, filmed on location at the Holiday Village resort in Sarigerme early in the summer, will be used on social and digital platforms.       The vibrant stills have also been given a refresh with more targeted treatments for couples and families.

    For more information contact the TUI Press Office on pressofficeuk@tui.co.uk


     Notes to Editors


    First Choice, part of TUI UK and Ireland and TUI Group, became the first major holiday brand to offer 100% all-inclusive holidays in 2012. The brand offers exclusive hotels designed specifically following customer feedback and gives families, couples and groups the peace of mind they need when budgeting for a holiday.

    Flagship hotels include; First Choice Holiday Villages, which deliver everything a family could want in one place – great entertainment, food, kids clubs and lots of activities such as swim academy and high ropes; and First Choice SplashWorld hotels, which have a water park either onsite or nearby that families have unlimited access to at no extra cost.

    First Choice is the sister company of TUI, both using TUI Airways which takes over six million people on holiday each year.