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Travelex Sponsorship of World Cups on ITV

Travelex Sponsorship of World Cups on ITV. Using broadcast sponsorship to enhance global brand status. Background. Travelex is the world’s largest foreign exchange specialist and one of the fastest growing financial brands in the world

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Travelex Sponsorship of World Cups on ITV

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  1. Travelex Sponsorship of World Cups on ITV Using broadcast sponsorship to enhance global brand status

  2. Background • Travelex is the world’s largest foreign exchange specialist and one of the fastest growing financial brands in the world • Around 40% of the world’s airline passengers - over 1.3 billion people - pass through airports at which Travelex operates

  3. Objectives • To establish the Travelex brand • To identify Travelex irrevocably with foreign exchange • To confirm Travelex’s global proposition

  4. Association with socially cohesive TV • Exclusive broadcast and online sponsor of all ITV’s coverage of the Football World Cup 2002 • Exclusive broadcast and online sponsorship of ITV’s Rugby World Cup 2003 coverage • Branding on all ITV’s World Cup marketing including a full on-air promotional campaign • These two sponsorships along with 2003 Cricket World Cup on BSkyB provided Travelex with a hat-trick of world cup sponsorships

  5. Recognised as a major broadcast sponsor of global sporting events • The ITV sponsorships established Travelex as the major broadcast sponsor of global sporting events • Research showed that Travelex established itself as a trustworthy worldwide company with a breadth of offering unmatched by their competitors • Total spontaneous brand awareness for Travelex trebled over the course of the sponsorships

  6. Testimonial “We are very proud to have achieved what we refer to as The Travelex Triple. To be so inextricably associated with the first World Cup won by England for nearly 40 years was particularly gratifying, and fully justified the commitment we have shown to the ITV coverage of these events. Every measure we have taken reinforces our own findings that Travelex is now truly a recognised global brand, and the business uplift is a testament to this.” Anthony Wagerman, Head of Global Marketing, Travelex plc

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