The campaign will specifically target families to communicate the benefits of First Choice's Holiday Villages and increase customer engagement online to raise brand awareness.
The appointment of the agency forms part of TUI Travel UK's wider strategy to utilise online marketing.
Will McInnes, managing director, NixonMcInnes said: 'I know how influential conversations and other peoples' experiences are in helping my family inform where we go on holiday and who with. Our goal with First Choice is to tap into that further and unearth new ways to help people discover and enjoy better holidays.'
TUI Travel UK is part of the German TUI Travel PLC group and also owns the Thomson holiday brand.