TUI Travel UK, part of TUI Travel PLC is to launch an integrated social media strategy for its First Choice Brand.

The client has appointed social media agency NixonMcInnes to develop the strategy as a central aspect of TUI Travel UK’s online marketing strategy as the company looks to increase customer engagement.

The Brighton-based social media agency will work alongside the marketing and PR teams at First Choice to devise the strategy which will target families and position the brand as a caring company and also communications the benefits of First Choices’ Holiday Villages.

Nathan Timmins, head of online marketing, TUI Travel UK, said: “First Choice’s initial experiments with social media have already proved its value and we’re keen to get even closer to our customers through this channel. NixonMcInnes’ holistic approach to social media means that we’re working with a partner that can provide strategic insight, technical skills and tightly integrated online marketing and PR.”

Will McInnes, managing director, NixonMcInnes, added: “"I know how influential conversations and other peoples' experiences are in helping my family inform where we go on holiday and who with. Our goal with First Choice is to tap into that further and unearth new ways to help people discover and enjoy better holidays. By doing so we believe First Choice will break valuable new ground in the travel business.”