The travel money market was shrinking as holidaymakers were taking fewer holidays and spending less. This shrinking market was being divided further as the number of companies offering travel money grew and were directly benchmarking against the Post Office in their advertising. The Post Office found a new approach to advertising travel money, one which did not even mention the term ‘rate’. Weekly sales events, aimed at two key groups ‘Globe trotting greys’ and ‘Big break families’, were rolled out through newspapers, with support from radio and the internet. The campaign combated a sinking perception of competitiveness, generated more transactions and triggered growth. Advertising was inextricably linked to a marketing payback of £1:£5.71