Tour operator First Choice has taken the offbeat step of laying open its lack of a social media strategy and saying it will now have one thanks to a tie-in with a specialist agency.
The TUI-owned operator has appointed Brighton, UK-based NixonMcInnes to develop and run its social media "as the company looks to increase customer engagement and brand consideration".
To some extent First Choice has mirrored sister brand Thomson until now, throwing videos into a YouTube channel and having internal buzz monitoring systems in place to track mentions, comments, posts et al on the web.
Head of TUI Travel online marketing, Nathan Timmins, says its previous efforts with social media have been experimental.
The operator also has a low-key presence on Facebook with a page attracting around 25 fans and has run competitions on the Mumsnet social network.
But while Thomson has been active (in terms of trying to engage) with users on Twitter through its @thomsonholidays account, First Choice has so far shied away.
NB: @firstchoice belongs to a non-travel individual user.
First Choice is NixonMcInnes second travel client, having previously worked with Thomas Cook brand Neilsen Holidays for a web design project.