First Choice: Making First Choice the City's first choice

First Choice package holidays launch campaign 1995-1996. Re-branding with a new name to try to compete against established companies like Airtours and Thomson. Millward Brown evaluated campaign and showed effective communication of the key points and an increase in a willingness to try. Share price showed a sharp upward move. Between £20m and £34m added to expected profits from first years costs of £5m. (Estimated)