Foreign exchange specialist, Travelex, is to launch a new ad campaign on travel money; the first above-the-line activity the currency giant has produced in over five years.
The ads, commencing on 2nd August and promoting the Cash Passport prepaid Mastercard® currency card, centres on the ‘Avoid getting stung on holiday’ theme supported by the strap line ‘The new way to carry currency’.The campaign is designed to drive awareness of the innovative product in the key London and South-East market, focussing on family holidaymakers and coinciding with the peak school holiday travel period.
Produced by creative agency LIDA, the ads feature a number of traditional holiday nasties such as scorpions, jellyfish and mosquitoes with fun, quirky supporting copy to highlight how the benefits of the card can ensure holidaymakers don’t get ‘stung’ when travelling.
An image of a vicious-looking scorpion is accompanied by copy noting that they are found everywhere except Antarctica, but so too are places that accept Cash Passport, highlighting the worldwide network of over 2 million locations which accept the prepaid Mastercard.
Director of Product Development & Marketing, Ana Ansell: ‘The prepaid card market is going from strength to strength at the moment meaning Cash Passport is an extremely important product for us. Year on year, we are seeing growth of over 60% in the number of units sold, but we believe there is still a huge opportunity as far as awareness goes.
‘This campaign allows us to drive awareness to our key audience at a peak travel period, meaning we can be top of mind as families head off on holidays. It also allows us to position the card as a travel essential, rather than just a financial service product.
‘Our key brand messages are around the safety and security, value and convenience the card provides and this campaign brings those to life in a fun and vibrant way.’
The two-week placement will see six sheet ads in high street locations across the capital and South-East with strong imagery and a simple call to action. A second version, containing more explanatory copy will be placed throughout the London Underground, where the audience has a greater dwell time to absorb messaging.
Online, the digital ads will focus on the ‘booked traveller’ by targeting Exit screens confirmation emails and weather sites.
The artwork will also feature in Travelex’s retail network of over 120 stores through the UK and a PR campaign targeting national travel, personal finance and trade press will support.
In total, the campaign aims to have over 100 million impacts in the fortnight period.
All elements of the campaign will direct traffic to a dedicated webpage, www.cashpassport.co.uk, which will also be integrated to reflect the campaign look and feel and messaging.
Ansell concludes: ‘Technology and the importance of budget control have changed the travel industry and foreign exchange in recent years. More than ever, customers are looking for clear costs and products that deliver abroad – it’s no good having a replacement card sent to your home address if you loose it on the first day of your holiday.’
Jonathan Goodman, Group Account Director, LIDA, comments: “Travelex wanted to make an immediate impact in the rapidly growing pre-pay currency card market. Our solution was to establish the brand’s Cash Passport™ as the way to avoid falling prey to holiday predators. With the help of giant scorpions we want to ensure holidaymakers don’t get stung this summer when it comes to currency.”
Travelex’s Cash Passport is available in seven currencies; Euros, US, Australian, New Zealand and Canadian Dollars, South African Rand and British Pounds, as well as the new Cash Passport Globe, a Sterling card designed for frequent travellers.
For further information please contact:
0207 895 4236
- First above-the-line campaign for the travel money giant in over five years
- Highlights prepaid cards as the safe, convenient way to carry currency
- Campaign includes, outdoor, tube, online, in-store and PR support
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