Moneycorp, the currency specialist, has taken over the North and South terminals of London Gatwick Airport during April as it launched its largest ever retail marketing campaign with airport media specialist, EYE. The campaign coincided with the start of the spring bank holiday bonanza and the anticipated exodus of UK holidaymakers, and will run until 8 May 2011.
Moneycorp unveiled new creative that will appear throughout Gatwick Airport – home to ten of Moneycorp’s 27 bureaux de change. The campaign takes a completely fresh approach to foreign exchange, informing outbound passengers of the potential pitfalls of buying currency at their destinations.
Research from Moneycorp reveals that 20% of holidaymakers rely on purchasing their currency from overseas bureaux de change and ATMs, running the risk of not having access to cash, not being able to pay by card, or being charged excessive amounts for access to cash.
The campaign uses Digital Eyelites and 6 sheet posters, and promotions are also appearing on Ryanair boarding passes, encouraging customers to consider overseas exchange rates before they fly.
Gary Pitt, Retail Marketing Manager at Moneycorp, comments:
“This campaign is different to anything that Moneycorp – or any airport bureaux de change – has done before, and it is really exciting for us to launch it at Gatwick airport. Our research shows that purchasing currency from an overseas currency bureau can cost consumers almost £60 more than it might at one of Moneycorp’s Gatwick Airport branches. We are hopeful that with this campaign we can encourage people to think before they fly.”
Mark Kaye, Client Sales Manager, EYE says:
“Moneycorp’s advertising campaign is a fantastic way of promoting the opportunity to flyers of saving on currency exchange within the airport. This allows passengers to make an instant decision about their potential saving. It’s a key moment within the passenger’s journey and, as travelling is one of the most expensive personal outlays across the year, I’m sure it will generate a lot of interest.”