JN Money Transfer recently began a 1year city-wide integrated marketing campaign with Highbrid Outdoor. The vans are gorgeous and the brass at the company are already receiving Kudos from the likes of competitors such as Money Gram and Western Union. Background by Juan Perez:

Jamaica National Overseas a wire transfer service, has chosen to use Highbrid’s Integrated Marketing Communications Model to penetrate the very elusive Caribbean American market in New York City. Jamaica National Overseas (USA) Inc., doing business as JN International Money Transfer, is a wholly owned subsidiary of Jamaica National Building Society and is licensed and regulated by the State Banking Department of New York as a money transmitter.

As with all Immigrant populations here in the U.S. being able to communicate and help ones family “back home” is extremely important and a major part of the motivation for coming to America. Realizing this fact JNO has positioned itself as reliable, efficient service to help facilitate Caribbean Americans needs, offering a wide range of services including international and domestic money transfer, bill payments, money orders and credit card payments.

The challenge that JNO faced is that same challenge that any company targeting an immigrant population here in the U.S. faces: “How do we effectively communicate with a largely elusive audience who is extremely skeptical of traditional media messages?” The answer: We use Highbrid Outdoor and their IMC on wheels model. The Caribbean American population is just one of many immigrant populations were Highbrid has a strong presence and the Commuter vans are the perfect way to penetrate this audience and deliver a potent message.

Besides the fact that the concept of Commuter vans was born in the Caribbean and Latin America and brought here to this country, it has proven to be very effective in delivering messages to a target audience in a very efficient but non obtrusive way. Recognizing this fact Jamaica National Overseas has signed on with Highbrid Outdoor for one year and will incorporate several elements of the IMC on wheels model including customized retail marketing, and audio visual presentation on the interior for the passengers who ride these vehicles on a daily basis. JNO’s goals are to make the target audience aware of their brand highlighting their money transfer and mortgage lending services. The audio visual and customized retail marketing elements that are exclusive to the commuter vans will help drive traffic to specific JNO locations throughout the city and help with tracking as well.