M&S has launched a high profile new TV campaign to promote its market-leading Travel Money, in time for the busy holiday season. The ad, created by RKCR/Y&R, features Myleene Klass in a solus role as she prepares for her beach holiday.
Set to the eternally sunny ‘Bamboleo’ by the Gypsy Kings, and with a voice-over by Mariella Frostrup, the 30” ad reflects the breezy style of the current M&S spring/summer 08 fashion campaign, with Myleene animatedly preparing for her summer holiday: packing her suitcase, searching for her passport and – naturally – buying her Travel Money from one of M&S’ in-store Bureaux de Change.
The ad aims to show that buying travel money at M&S is one holiday preparation that’s pain- and stress-free, and can be picked up with other last-minute holiday essentials.
M&S is making it even easier for holidaymakers to get their travel money with the launch of cash machines which dispense both euros and dollars in M&S stores.
Head of Marketing for M&S Money, Amanda Newman, says, “Extending the M&S summer fashion idea to our Travel Money offering creates a seamless brand offer, and Myleene helps bring the proposition to life in a very fresh and believeable way.”
The campaign also features an innovative digital campaign created by Saint at RKCR/Y&R offering consumers a new M&S branded iGoogle quick currency converter application and Travel Money locator bureau locator, together with a series of banner ads and a new look web presence.