| Journal: TWUK | Section: |
| Title: | Issue Date: 17/07/00 |
| Author: | Page Number: 4 |
| Copyright: Other |
First Choice taps into no-frills market with Sunmed relaunch
The latest round of 2001 brochure launches has seen First Choice reinstate an old favourite and other operators head for new territory. Steve Jones and Lee Winter report
FIRST Choice is relaunching its Sunmed brand after a six-year absence, offering no-frills holidays to Greece.It will target customers looking to escape the mass-market resorts and be about £60 cheaper than a traditional package holiday.
Sunmed was dropped in 1994 when Owners Abroad rebranded to First Choice.
Product manager Adam Jones said: “Sunmed was one of the first operators to develop Greece and is still recognised by both agents and the public.
“We’re relaunching it because its principle of no-frills holidays to Greece is still in huge demand and there is still a gap in the market. We want to offer that product in a distinctive way.”
He said the growth of specialist operators, including Kosmar and Priceright, also prompted the move.
The product will be targeted at customers wanting to experience Greek culture but are not looking for five-star comfort.
“It will appeal to customers who don’t need hand-holding,” said Jones. “For example, reps will not be camped out in reception, although they will be available if needed.”
It will target a different market than the First Choice Greece brochure and willnot share properties with its parent, he stressed. The brochure, on sale from this week, offers 81 properties across 25 towns and villages in Corfu, Kefalonia, Zakynthos, Skiathos, Lesbos, Kos, Rhodes, Santorini, Crete, Aegina and mainland Greece.
Island-hopping itineraries are also included, with flights from 10 regional airports. “Accommodation is the driving factor and in the Sunmed tradition, brochures will offer frank advice with a sense of humour,” said Jones.
Prices lead in at £149 per person for seven nights’ self-catering at the Lambrinos and Alkyonis Studios in Kalymnos.
n See Columnists, page 13
Jones: said First Choice is relaunching Sunmed to tap into the demand forno-frills holidays. The old style brochure, left, and how it looks now, right
Jones: said First Choice is relaunching Sunmed to tap into the demand forno-frills holidays. The old style brochure, left, and how it looks now, right