Launching in the UK, Romanian, Belgium, Germany, Italy, and Spain, the MoneyGram effort will feature across all primary media channels.
MoneyGram is rolling out a Europe-wide marketing campaign, for which the creative backbone rests on the concept of DOR, a distinct Romanian word for ‘positive nostalgia’. The advertising push celebrates Romanian workers abroad as well as their families back home.
Set to premiere in Romanian, the United Kingdom, Belgium, Germany, Italy, and Spain, the promotional effort expects to be visible across all primary media channels, with a particular focus on digital and out-of-home. Romania is a prime European market for MoneyGram.
To meet the increasing demand for reliable money transfer services, the brand has expanded its agent network to 3,500 locations across the country and opened a new flagship office in central Bucharest, according to Radu Pojoga, the global group’s Regional Director for the Balkans.
“It is more than just a word; DOR evokes emotions. We always work to connect family and friends and are proud to support this important part of Romanian culture and tradition through our new campaign,” said Pete Ohser, Chief Revenue Officer, Americas and Europe at MoneyGram.
Romania has seen significant growth in money transfers. The World Bank estimates there are more than 3.4 million migrant Romanians working throughout the world, with nearly one million of them living in Italy; 785,000 migrated to Spain; 355,000 to Germany; and 150,000 to Great Britain.
“In 2016, we launched cash-to-mobile and cash-to-account in cooperation with Earthport – our partner providing cross-border payments services to banks. Now Romanians can send money directly to mobile wallet or any bank account in local currency,” said Pojoga.
