The tour operator has briefed the agency, which won the business following a pitch, to develop a customer relationship marketing strategy for the run-up to Christmas and the new year. The agency will aim to increase bookings during one of the travel industry's most lucrative periods.
Direct marketing will involve holiday recommendations based on recipients' demographic and other data.
'This is an important time in our customers' mindset,' said Jeremy Gidley, head of direct marketing at First Choice. 'From testing carried out earlier in the year, we are confident we can drive an improved ROI using data-driven customisation.'
The review was called in April and coincided with the news that First Choice was to merge with TUI, the owner of Thomson, to create TUI Travel.
WDMP, which already worked for Thomson, beat an undisclosed agency to the business.
Earlier this month, TUI Travel announced the structure of its merged marketing department after the arrival of marketing and product director Tim Williamson.
Andrew Laurillard, formerly head of marketing at First Choice, was made head of brand strategy in the combined team.
Andrew Rayner, Thomson's head of marketing and brand development, left the company as a result of Williamson's appointment.
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