Comms manager Emma Waddell said the firm had ‘seen the impact PR has had in promoting specialist products’, and has an increased marketing budget.
One press officer will be recruited to Rachel Aked’s team to work on web campaigns and promote First Choice’s franchised retail outlets. Ian Benjafield’s tour operators team will get two new press officers – one to focus on short and mid-haul destinations, and one on long-haul. A PR admin role will also be recruited for.
The increased legroom of First Choice’s Boeing 767’s had been promoted successfully through editorial, as had the company’s holiday villages, Waddell added.