British-owned foreign exchange company Travelex yesterday launched its first U.S.-focused integrated advertising and promotion campaign, featuring tennis champion and Travelex brand ambassador John McEnroe.
The multi-million dollar, multiyear campaign for Toronto-based Travelex Americas is tied to this year's U.S. Open Tennis Championship in New York from Aug. 29 through Sept. 11. M & C Saatchi, New York, handles the account.
The campaign’s goal is to raise Travelex's profile in the Americas, which is a significant growth market for the company.
Half-page advertisements started running in publications like The Wall Street Journal, Financial Times, Investors Business Daily and the Daily Deal yesterday. An ad will also run in The New York Times tomorrow.
The campaign will ultimately feature a mix of print, online, outdoor and direct mail promotion, with the potential for television and video later this year.
The creative explores John McEnroe’s varied roles, including that of tennis champion, expert commentator, art collector and world traveler.
As part of the campaign, Travelex retail locations will also feature McEnroe imagery and McEnroe will participate in a series of activities, including client hospitality.
Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
