Thomas Cook has placed backlit boards at Toronto’s Lester B. Pearson International Airport to encourage use of its new Foreign Exchange kiosks.
If successful, the company will consider rolling out the campaign to other North American airports.
The campaign is designed to increase traffic to the new kiosks at Terminal 3, and to help reinforce the image of Thomas Cook as an international company, with exchange bureaus in airports throughout the world.
‘We’re creating a consistent message for travelers as they go from airport to airport,’ says Leslie McCauley, marketing manager of Financial Services for Thomas Cook Foreign Exchange.
Vertical backlits and large format horizontal backlits are found on the departure level and feature imagery from destinations around the world. A smaller horizontal backlit will be in the baggage area to attract passengers arriving from abroad.
The backlits ask the question, ‘Where on Earth are you going without your foreign exchange?’
On the verticals in the departure areas the words ‘foreign exchange’ are replaced with the currency of a specific country.
The campaign was developed by AKA Communication Associates of Toronto.
