What's new national campaign from MoneyGram?

MoneyGram International  has launched a national campaign targeting the ethnic groups of potential customers with the major focus on US-based Hispanic consumers who transfer large amount of money to their families Mexico, Latin America and the Caribbean and domestic customers including African-American consumers who send money within 50 states. The marketing department aims also to reach Chinese group of customers via out-of-home display ads.

As it was stated in the official press-release the company plans to invest a considerable marketing budget to expand its national presence and to increase the potential customer base positioning the company "as an accessible option for handling personal finances and money transfer needs".

"It's all about giving control and choice to the consumer," said Cary Pierce, group management director of  DraftFCB, the shop that developed the expertise of creative directors from 16 of the agency's offices worldwide. "Our consumers need some respect and we wanted to be able to give them options to make their lives easier and to give them choices and control of their money"- concluded Pierce.

Natalia, reporter of Ecommerce Journal