Thomson Holidays, First Choice to focus on customer service

Thomson Holidays and First Choice have reportedly overhauled their annual marketing campaigns to focus on customer service and digital CRM.

According to a report filed by MarketingWeek, Thomson is working on a television ad campaign that will show how the customer is at the heart of the company’s operations. The TV ad, which features staff of the company, will showcase how company’s staff attends to the finer details and personal touches of people’s holidays. The Thomson ad, created by Beattie McGuinness Bungay (BMB), builds on its previous campaign and the strapline ‘Built with you in mind'. This campaign will also feature print, online and direct marketing activity.

Thomson will also launch a series of CRM initiatives including its most personalised series of emails so far, which will draw on information supplied by customers’ web searches. In January, the company will launch “My Holiday Alerts”, an email service that allows customers to state their holiday preferences and decide the frequency of alerts, added the same report. 

First Choice will continue to promote its “Splash” resorts, hotels with children’s pools. As per the information available, press, direct mail, eCRM and retail activity will focus on a “More” message, with themes such as more baggage allowance. The new First Choice ad campaign has also been created by BMB.

According to another report, filed by computerworlduk.com, First Choice has moved onto Thomson’s in-house reservation platform, contributing to £93 million annual savings after the merger of the two holiday companies.