Finance PR Case Study

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Launching an ethical forex broker

Launching an ethical forex broker
Client: Ethical Currency

Their Brief

Ethical Currency is a financial services social enterprise, offering charities, NGOs, businesses and individuals a direct, cost-saving alternative to using the banks when it comes to receiving, exchanging and paying currency.

The company was launching and wanted to engage with the media and defined target audiences to raise its profile as the only foreign exchange broker to donate part of its turnover to charity. Other objectives were to drive traffic to the site to encourage people to conduct currency transactions through Ethical Currency, and to start the process of lobbying Whitehall (as well as international governments) to impose a Currency Transaction Levy (CTL). 

What We Did

TopLine launched a targeted print, broadcast and digital PR launch campaign that tied in with the news that Lord Turner, Chairman of the Financial Services Authority (FSA), backed the idea of a Currency Transaction Levy. The news broke quickly, and the launch project was turned around in two days instead of the original six weeks. TopLine’s B2B PR team responded with a targeted news release and set up interviews and meetings with key national and international media. 


In just two days the PR campaign resulted in 53 pieces of coverage, reinforcing the company's core messages. Ethical Currency reported a surge in hits to the website and was delighted with coverage in The Guardian, Reuters, Forbes, CNBC, ForexHound, Yahoo Finance and AOL. In addition, the launch generated interest and meeting requests from various journalists, including Thomson Reuters South Africa, The Financial Times, Citywire and

What They Said

The speed with which TopLine Comms identified the news angle, developed the story and contacted the media was remarkable. The calibre of journalist in TopLine’s network is impressive. I was particularly delighted to be speaking to senior national and international finance correspondents at such short notice on our launch day.

Alistair Constance
Founder and Managing Director, Ethical Currency

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