Diffusion called in by foreign exchange company Caxton FX

Diffusion has been appointed by foreign exchange company Caxton FX to raise awareness of its foreign currency offering to young couples, business professionals, travellers and families.

Ivan Ristic: Diffusion co-founder
Ivan Ristic: Diffusion co-founder

The 12-month, six-figure campaign will focus on educating consumers on how to achieve the best value for money when exchanging their money for a trip abroad, or trying to access additional funds while in another country.

Caxton FX CEO Rupert Lee-Browne said: ‘We needed a new agency with a fresh approach that really understood how to reach consumers using both traditional and social media channels.’

The campaign will focus on promoting Caxton FX’s three foreign currency cards: Europe Traveller, Dollar Traveller and Global Traveller.

Diffusion will use traditional media to focus on building awareness and advocacy among travel and personal finance sections of national and broadcast media.

Meanwhile, social media will be used to engage personal finance and travel bloggers while also developing and building Caxton FX’s social media communities on Facebook and Twitter in the run up to the Christmas travel period and next year’s summer holiday season.

Diffusion co-founder Ivan Ristic said: ‘The current economic climate has rightly made consumers even more conscious of getting value for money, especially when going abroad.

‘Our campaign across traditional and social media will position Caxton FX Cards as the smart way to take your money abroad. It will encourage holidaymakers to think more carefully about exchanging their currency and avoid the last-minute dash to M&S or the airport bureau de change where so many of us have been stung by shocking exchange rates in the past.’

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