MoneyGram International, a joint venture between Thomas Cook and
Travellers Group, is targeting Asian people living in the UK with a
campaign focusing on its range of money-transfer services.
Specialist ethnic advertising agency, Media Reach, has devised a
campaign strategy to target several national and ethnic groups,
including Indians, Pakistanis and Sri Lankans, throughout the UK.
A TV, press, and radio campaign will roll out this week to highlight the
benefits of using MoneyGram to send money back home to friends and
The campaign is the first attempt by MoneyGram to actively target Asians
living in the UK. Previously, it has focused on building awareness among
the UK’s Latin American and African communities.
MoneyGram is backing the campaign with a helpline in several Asian
languages run by a Thomas Cook call centre, which will provide details
of services and arrange money transfers.
Advertising will run on Asian satellite and cable TV stations, and on
local radio stations in areas with large Asian populations. Press ads
will run in specialist Asian titles.
MoneyGram’s service allows money to be wired to, and collected from, any
one of Thomas Cook’s 22,000 outlets around the world.
Formed in early 1997, MoneyGram International also specialises in
transferring money to tourists in emergencies.
Before this latest campaign, MoneyGram spent pounds 223,000 a year on
press and outdoor work (Nielsen/Meal).