First Choice is promoting family holidays in a Christmas TV advert and poster campaign.

The commercial, which emphasises the importance of families spending time together, airs for the first time on Christmas Day and runs until March. It will be accompanied by full page ads in women’s magazines and online parenting portals.

Head of brand strategy Andrew Laurillard said: “Families are a very important segment of the all inclusive holiday market and First Choice has a strong presence in this area.”

First Choice is also revamping its Cut the Cost promotion which ran last year. It offers free child places, £100 off First Choice Summer 2008 departures, low deposits and a lowest price guarantee.

First Choice retail shops will receive pink posters and colourful point of sale material as well matching T-shirts for staff, pens and lanyards from December 22.

Imagery from the promotion will also be featured in customer emails and mail shots, on the website and in the sales brochures.

Sales and operations director Rad Sofronijevic said: “The campaign is bold and colourful and the feedback we received from our staff and customers was really positive so we are looking forward to a bright and busy start to the new year.”