CASE STUDY – FIRST CHOICE ‘All-Inclusive Family Cinema Ticket’ Background Two years ago First Choice Holidays repositioned itself as ‘the home of all- inclusive holidays’. At the same time, all First Choice stores were rebranded as Thomson, erasing its high street presence overnight. First Choice needed a permanent high street presence again, while allowing consumers to sample the benefits of all-inclusive without having to go on holiday. Idea First Choice wanted to find a way to make the cinema more affordable for families while demonstrating the benefits of all-inclusive and showing them what First Choice stood for. The UK’s first ever all-inclusive cinema ticket was launched. A ticket which enabled families to enjoy films with drinks and popcorn at a reduced price. This solved both business problems: providing the brand with a renewed high street presence, while giving meaning to all-inclusive Plan To introduce the all-inclusive cinema ticket at 82 Vue cinemas nationwide: One all-inclusive price for a family, including cinema tickets, drinks and popcorn, saving a family 20% on standard prices. This created a simple, high-profile demonstration of the benefits of all-inclusive. First Choice secured significantly more promotional value than it paid for: the offer was advertised on-screen, in foyers and online. Campaign Details Sector Travel Media Agency MediaCom Target Audience Families Creative Agency BMB Package First Choice – Vue All Inclusive Ticket Sponsorship Duration 40” in reel, plus foyer, magazine, newsletters, online assets and e-comms

CASE STUDY – FIRST CHOICE ‘All-Inclusive Family Cinema Ticket’ Results First Choice’s blockbuster idea had an immediate business impact for both partners – as 25% of families who go to Vue now upgrade to the family pack. Brand preference is up 26% Families are 33% more likely to go on an all-inclusive holiday 21% say First Choice provides a better service The campaign has significantly grown trust, brand differentiation from competitors and recommendation. A media idea that changed both a cinema chain and a holiday company’s business, the idea has been so successful that it is now a permanent fixture at all Vue Cinemas. Testimonial ‘The First Choice All-Inclusive Family Package is the first time a partnership of this kind has been introduced in UK cinemas. It’s a ground-breaking example of how brands can align themselves with the cinema experience, providing added value to families as part of a special day out.’ Davina Barker, Sales Director, Digital Cinema Media