Thomas Cook has hired Le Fevre Communications to manage
business-to-business PR for its foreign exchange service.
The agency, which won the account earlier this month after a three-way
pitch, will promote the service to small and medium-sized businesses
paying suppliers or being paid in foreign currency.
Le Fevre director Richard Townsend, NatWest’s group media relations head
until 1996, will head the account, reporting to Thomas Cook Financial
Services marketing manager Caroline Harbord.
Thomas Cook last year launched an internet trading service allowing
customers to buy and sell currency over the net. ’It’s an area new to
They felt they needed external expertise to do the initial promotional
programme,’ said Townsend.
The company’s 2,000-plus foreign exchange customer base is growing at
the rate of 100 per month.