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).


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