Although known for its financial services for travellers around the world, Thomas Cook, an international travel and leisure group, was for the last three years unable to provide currency-related services in Canada. This changed last month with a new store at Yonge and Eglinton streets in Toronto that will dispense and convert dollars to foreign cash (including a four-currency ATM).
Working with Toronto-based The Brainstorm Group, Thomas Cook launched a print ad campaign to make consumers aware of the change, as well as attract a younger demo, explains Kevin McAdam, director, financial services at Thomas Cook North America. The goal is to re-engage consumers, especially the under-35 crowd that is not as aware of the brand and its heritage as the 35- to 54-year-old business travellers are, says McAdam.
The media strategy (with a buy handled by Brainstorm and the brand itself) is to target commuters with transit shelter ads, billboards and newspaper placements. ‘Metro certainly gives us increased scope to that young audience. And that’s been noticed actually in the first few weeks of sales that we’ve had quite a good cross-section,’ McAdam tells MiC. Other newspaper buys include community papers in the city and the Toronto Star.
