Travelex pushes online service with UK ad campaign

Travelex: ad campaign urges travellers to order money online
Travelex: ad campaign urges travellers to order money online

Foreign exchange provider Travelex has unveiled a new above-the-line UK ad campaign, as the company seeks to push itself as a consumer brand.

It comes amid the sale of its Global Business Payments division to Western Union in an estimated £600m deal, as Travelex focuses on the consumer market.

The six-figure campaign, by LIDA, launches on 11 July and encourages travellers to order money online at and trial its Cash Passport MasterCard prepaid currency cards.

One execution features Travelex's Price Promise, guaranteeing the best price foreign currency online, while the second ad displays Euro Cash Passport, alongside key product benefits such as no-usage fees and free ATM withdrawals. Ads include a new brand tagline "Before you travel, Travelex".

The four-week push will be focused on London and the South East, with ads running at London Underground stations and appearing in regional print and iPad versions of The Times and the London Evening Standard.

The campaign is the first to be overseen by former HBOS marketing director Philip Hanson, who joined Travelex as marketing and ecommerce director in October last year.

Hanson said: "Many UK consumers are really savvy when it comes to holiday money, but the vast majority are still unaware of the benefits of ordering their currency online or using prepaid cards. This campaign demonstrates the value, convenience and choice Travelex offers."


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