NEW YORK: Travelex, a London-based foreign exchange company, has begun a major integrated campaign in the Americas featuring John McEnroe as its spokesperson.
Planned spending on marketing, advertising, and PR is $10-15 million over the next three years.
The company in June hired Sloane PR in New York on the recommendation of its ad agency, M&C Saatchi. An ad campaign was unveiled last month at a New York press event.
Sloane will use McEnroe in personal appearances where he can mingle with major Travelex customers, said CEO Elliot Sloane. While consumers may recognize Travelex exchange booths from international airports, the company also has a major b-to-b focus handling foreign exchange for corporations, banks, and financial institutions. PR efforts will focus primarily on the b-to-b market.
Travelex felt McEnroe was a good brand ambassador because he is known for hard work, a commitment to excellence, and a dislike of losing, said Andrew Zimakas, VP marketing for Travelex Americas, the Toronto-based North American arm of Travelex.
McEnroe, because of his tennis career, also is known as a world traveler, Zimakas said.
"The Americas are an underdeveloped market for us. Part of what's holding us back is brand recognition," said Zimakas.