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
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
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
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.