Client
FIRST CHOICE
First Choice Flex
Services
Earned Media Relations
Creative / Studio
First Choice relaunched at the end of 2023, offering next-gen travel options tailored for Gen Z customers. The relaunch focused on better options that the rest of the category ignores; more sustainable travel options, fresh destinations popular with young travellers, and the convenience of package bookings with the customisation this generation demands. But what about the ability to cancel plans when life gets in the way?
Overview
Our mission was to create standout for First Choice in a sea of travel sameness.
The brief
The campaign leaned into the character of Dame Joan Collins as a diva—armed with intergenerational wisdom—telling next-gen travellers they should uphold personal standards and that no holiday is worth taking if they need to flake.
It’s a bold stance for a travel company to promote cancelling holidays, but we set out to make an impact—and we delivered.
We showcased Dame Joan Collins in a dynamic digital content suite, presenting her as never before—swilling champagne and swearing—to captivate the TikTok generation.
The solution
Draped in vibrant First Choice pink, Dame Joan gave a masterclass in assertiveness, addressing the struggles of over 80% of young Brits who find it hard to say ‘no’ to unwanted travel plans. Through striking visuals, motion graphics, and engaging content, Dame Joan encouraged the younger generation to take control and prioritise their wellbeing.
The campaign garnered significant media coverage across national and lifestyle outlets, including MailOnline, Hello!, Mirror Online, and Tyla. Featuring Dame Joan Collins, we attracted widespread attention and ignited a conversation about the importance of setting personal boundaries.
The impact
The campaign successfully positioned First Choice as a flexible and responsive travel brand, meeting the evolving needs of modern travellers.
