Brief Description: First Choice package holidays launch campaign 1995-1996. Re-branding with a new name to try to compete against established companies like Airtours and Thomson. Millward Brown evaluated campaign and showed effective communication of the key points and an increase in a willingness to try. Share price showed a sharp upward move. Between £20m and £34m added to expected profits from first years costs of £5m. (Estimated) ;---(TAGS)--- Full Title: How advertising made First Choice the city's first choice ; Number: 1996/120 ; Brand Name: First Choice Holidays ; Client: First Choice Holidays ; IPA_ProductCoding: Travel & Transport (Travel agents/Tour operators/travel booking services) ; Agency: Ogilvy & Mather ; Author: Katrina Michel, Simeon Duckworth ;