First Choice’s ‘Go Mahoosive’ rapping TV advert is making a return on Boxing Day as part of a multi-million pound promotion.

The ad is being revived by the all-inclusive operator despite being ranked as one of the year’s most annoying.

Despite this, the campaign drove consideration to its highest level in three years, accordoing to the Tui-owned company

Last year’s original

The 30 second advert will be followed this Christmas by a 10 second execution in the same ad break, showcasing offers available in January.

A multi-channel integrated advertising plan will also include digital, social media, press and radio.

New content using a mix of unseen footage from last year’s shoot and new scenes, filmed on location at the Holiday Village resort in Sarigerme in
Turkey this summer, will be used on social and digital platforms.

Tui UK and Ireland chief marketing officer Katie McAlister said: “The ad performed strongly in focus groups before it went live last year so we had total confidence it would connect with our First Choice audience.

“We also knew it had the potential to divide popular opinion and it’s done both of those things extremely successfully.

“First Choice is a really important part of the overall Tui product offer, taking around one million customers on holiday every year.

“During the tough trading this summer the brand really held its own with people looking for the excellent value an all inclusive holiday offers with the reassurance of quality. The campaign more than met its objectives of increasing consideration and driving bookings so, love it or hate it, it worked.”

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