TUI chooses NixonMcInnes for First Choice campaign

TUI Travel has chosen social media specialist agency NixonMcInnes to run a First Choice campaign aimed at the family market.

The move underlines the travel giant’s intention to tap into social media as part of its online marketing strategy.

NixonMcInnes, which has previously worked with Coca-Cola, Barclaycard, Channel 4, Cisco, and the Department of Health, won the contract after a competitive pitch. 

Its specialist team will work alongside First Choice’s marketing and public relations departments to devise a strategy targeted towards families for its Holiday Villages resorts.

Nathan Timmins, head of online marketing, TUI Travel, said: "First Choice’s initial experiments with social media have already proved its value and we’re keen to get even closer to our customers through this channel.

"NixonMcInnes’ holistic approach to social media means that we’re working with a partner that can provide strategic insight, technical skills and tightly integrated online marketing and PR."

Will McInnes, managing director of NixonMcInnes, added: "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. By doing so we believe First Choice will break valuable new ground in the travel business."