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....