Foreign exchange company Travelex has launched its first consumer advertising campaign for more than five years.
The promotion is designed to drive awareness of the Cash Passport pre-paid MasterCard currency card in London and South-East, focussing on family holidaymakers to coincide with the peak school holiday travel period.
The two-week campaign will cover high street locations and the London Underground. Travelex pre-paid cash cards are sold in participating travel retailers including The Co-operative Travel Group, Thomas Cook and Advantage Travel Centres.
Online digital adverts will focus on travellers who have booked to travel by targeting exit screens, confirmation emails and weather sites.
The ads carry a theme of ‘avoiding getting stung on holiday’ supported by the strap line: ‘The new way to carry currency’. The artwork will also feature in Travelex’s retail network of more than 120 UK outlets.
Product development and marketing director Ana Ansell: “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.”
She added: “The pre-paid 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.”