UK holiday giant First Choice has hired Sandpiper Communications to
launch a high street chain of shops offering a new brand of travel
Work started this week on the consumer brief and fees are expected to be
at least pounds 100,000. The account was won after a three-way pitch
against the Grayling Group and the Media Foundry.
The move comes as First Choice merges with Swiss holiday firm Kuoni to
form one of the largest pan-European travel firms. The merged company is
to be called Kuoni Holdings.
First Choice, which currently does not have an own brand high street
presence, has kept details of its new retail offering under wraps. Since
October last year the company has bought 60 shops and has gone into
partnerships with two regional travel chains. The name of the new shops
will be Travel Choice. The first store is scheduled to open in May.
First Choice will open 50 retail outlets throughout May and June and
then another 100 will be rolled out throughout the year.
Sandpiper Communications managing director Pippa Sands said: ’Our brief
is to provide a very strong local launch as each outlet opens, reflect
the difference of what will be the new offering and really draw people
Last year the company reviewed its PR and hired BGB and Associates to
handle core brand First Choice, direct sell operation Eclipse and
upmarket company Sovereign.
Hudson Sandler handles the company’s corporate and financial PR. Kuoni
employed Gavin Anderson to handle its merger PR.