Happy memories power personalised First Choice holiday campaign

First Choice Holidays has turned to a "precisely targeted direct marketing campaign, which speaks directly to each individual consumer" using details of the recipients' previous holidays, to compete with rivals in the aggressive January travel market.

The multi-channel approach is part of a new CRM strategy devised by creative agency Billington Cartmell that combines direct mail, email, online and point-of-sale to communicate with previous customers.

Around 60,000 printed packs were sent to clients, containing an eight-page brochure with pictures of the destination they last visited and information on that resort, along with recommendations on similar locations.

Billington Cartmell head of digital and direct Ian Cruickshank said: "The thinking behind the campaign is to engage consumers with thoughts and memories of their own holidays, rather than talk generically about First Choice.

"TV does a great job in terms of awareness but direct mail and e-mail are critical in terms of driving sales in this harsh environment."

Cruickshank added this was the first time First Choice had embarked on a campaign of this nature.

He said the targeted approach was used to cut through the melee of New Year offers from competitors.

"By connecting emotionally and rationally with customers, we believe we will stand out from the generic sales onslaught that January brings," he claimed.

The campaign was launched at the end of December, with a series of follow-ups throughout January. The packs were printed by Howard Hunt with email developed with specialist Creatormail.