Post Office: Travel Money

The UK Post Office needed a new approach to stand out in the UK's travel money market, which was shrinking as holidaymakers were taking fewer holidays and spending less.

Post Office: Travel Money

Principal author: James Calvert, Draftfcb

Introduction

The travel money market was shrinking, as holidaymakers were taking fewer holidays, and spending less too. This shrinking market was being divided into smaller and smaller pieces as the number of companies offering travel money continued to grow. What's more, the competition was hostile, undercutting and directly benchmarking in advertising against the Post Office.

This is the story of a market leader marching forward into dismal market conditions to battle against destructive competitors, with its head held high. Brave enough to try something different; and expect a different result....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands