Rebranding Announcement

RNS Number:5619Q
First Choice Holidays PLC
06 October 2003


                                                                  6 October 2003

                         FIRST CHOICE HOLIDAYS PLC
           FIRST CHOICE BRAND FOR AIRLINE AND RETAIL BUSINESSES IN UK

First Choice announces that the airline and retail businesses within its UK
Mainstream tour operation will be promoted using the same brand.  As a result,
Air 2000, Travel Choice, Travel Choice Express and Bakers Dolphin will all be
branded "First Choice" and Holiday Hypermarkets will become "First Choice
Holiday Hypermarkets".  The costs of the re-branding are anticipated to be in
the region of #1 million.

Commenting on the one-brand launch, Peter Long, Chief Executive said:

"The First Choice name is instantly recognised by the British holidaying public.
Through one-brand, we will re-enforce this recognition and enable the public
to more easily differentiate First Choice.  In addition, the use of one brand
across the airline and retail businesses will be far more cost effective than
the current multi-stranded branding."


Enquiries:

Lesley Allan/Jessica Rouleau
Hudson Sandler                                          Tel: [phone]


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