Case Studies - MoneyGram

Client: MoneyGram and Thomas Cook

Campaign: Thomas Cook - Task Forces Activities

Brief:

Provision of high calibre MoneyGram brand ambassadors to promote the transfer services available with selected Going Places travel agents.

Target Audience:

• Families
• Ethnic Groups

Campaign Description:

PHASE ONE - TRAVEL AGENT MERCHANDISING

• Link Communication field teams visited Thomas Cook travel agents throughout the UK to run through the benefits of the MoneyGram system and ensure an efficient transition from the previous Western Union (WU) service.
• Teams introduced themselves as the MoneyGram representatives to the shop manager and explained to them a summary of the new roll out, new staff incentives and the promotional activities lined up for the following two days.
• The team completed the supplied checklist to confirm that all WU literature had been removed from the store or destroyed and to check all new MoneyGram marketing material has been received and properly displayed.
• A variety of stock was delivered to store to help launch the Moneygram product, this included:
  • Leaflets (DL)
  • Baseball caps
  • Key rings
  • Pens

PHASE TWO - LOCAL AREA PROMOTIONAL MARKETING

• After completion of the above activity, the teams pro-actively promoted the MoneyGram service, in the most relevant business and retail areas within close proximity to the selected travel agent.
• The promotion staff visited a wide range of religious buildings, community centres, ethnic owned businesses, international supermarkets (Chinese, Polish, Asian, etc).
• The teams explained the details and benefits of the new MoneyGram service, and handed out marketing collateral (leaflets, branded promotional items, etc) to all interested recipients.
• Local populations of ethnic origin were prioritised as the core / primary targets.

PHASE THREE - HAND TO HAND LEAFLET DISTRIBUTION

• On the following Saturday daytime the promotional teams pro-actively promoted the MoneyGram service, on the high streets, within immediate proximity to the selected travel agent.
• The promotion staff explained the details / benefits of the MoneyGram service, and handed out marketing collateral (leaflets, branded promotional items, etc) to all interested recipients and their families.
• Local populations / shoppers of ethnic origin were prioritised as the core / primary targets.

Results:

• All travel agents targeted were very receptive to the Link Communication / MoneyGram brand ambassadors - and showed a good level of interest in MoneyGram.
• The flyers were regarded as the most useful promotional materials for this day, with the pens and key rings a good extra incentive to allow the leaflet distribution to be distributed or left within the relevant venues.
• The client recorded exceptionally high levels of service use in the areas targeted during the activity.