MoneyGram ads target services at Asian groups

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.

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).


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer