The programme uses direct mail and email to communicate to people who have bought First Choice holidays in the past.
The creative is designed to provoke memories of a consumer's last First Choice holiday, with the outer of the direct mail packs carrying an image of the destination they visited.
The pack inside features images of the actual resort the customer stayed in, and uses this information to put forward relevant cross-sell and up-sell recommendations for the customer to consider.
It also lists the address of the customer's local First Choice shop and the range of destinations available from their nearest airport.
To encourage immediate response, tiered value holiday vouchers have been included.
Ian Cruikshank, head of digital and direct at Billington Cartmell, said: "This campaign enables us to connect with individuals on a very personal level.
"At a time when all consumers are tightening their belts, this sort of direct and personal engagement will be critical for brands that want to stay at the top of people's shopping lists."
The email marketing programme has been developed in conjunction with email specialist Creatormail.