Travelex print drive to explain relations with its former rival

Travelex, the global travel money provider, is reinforcing its

recent expansion with new advertising featuring images with important

pieces missing and carrying the line "You'd notice us if we weren't

there".



The initiative - the first through M&C Saatchi since it won the business

in March - follows the company's pounds 440 million acquisition of

Thomas Cook's financial services unit.



The campaign, which breaks next month in leading international

publications and in-flight magazines, aims to clarify the new

relationship between the former rivals in the retail and commercial

foreign exchange markets.



The merged company conducts 29 million foreign exchange transactions a

year.



M&C Saatchi is working on the campaign together with LIDA, its direct

marketing subsidiary, Smith & Milton, its brand identity associate, and

Walker Media. The ads were written by Nicky Bullard and art directed by

Ali Peaty.



Travelex is best known for its airport, port and railway station kiosks

on four continents, but is trying to expand its foreign payment services

to corporate customers.