For a long time First Choice has been a household name, but it had lost relevance, and with an ageing customer base, we needed to tap into new blood.

We needed to create a brand campaign to appeal to a younger audience who are spoilt for choice, when it comes to their holidays. They travel frequently and are confident in organising and navigating their own trips, but they can often feel overwhelmed at the range of options out there.

‘Get Picky’ is all about encouraging travel lovers to be proudly picky when making holiday choices, so that they choose the trips they really want. The launch campaign follows our main character, Holly, as she manifests her perfect holiday through a series of affirmations.

In the digital film for VOD and across social and OOH, Holly picks between relaxing by the pool without a kid in sight, having breakfast at the buffet or hiking up a mountain top, a night that finishes at 5am, and a yoga class that starts at the same time. The message - “The power to pick the holiday you seek is within you”.