Western Union Launches First-Ever Global Brand Campaign Can One Word Answer a Million Different Needs? Global Money-Transfer Company Says yes!
ENGLEWOOD, Colo. (February 2, 2009) Soon, the world will see global money transfer company Western Union through a new set of eyes. Today, for the first time in the company's 150-year history, Western Union launches its first-ever comprehensive global brand initiative.
Western Union's global yes! campaign — the result of extensive consumer research from around the world — is a burst of positive. The campaign targets the 200 million people who live outside their country of origin and embraces their hopes and dreams. It is estimated that these consumers sent nearly $400 billion in remittances to their loved ones in 2008.1
"This is a very exciting time for Western Union," said Gail Galuppo, Executive Vice President and Chief Marketing Officer, Western Union. "Western Union believes in people who are on the move in pursuit of their dreams. Even in these uncertain times, the optimism and positivity of our consumers is inspiring. This campaign reflects their can-do spirit. Can a mother send her love to her son from 6,000 miles away? The answer is yes! Western Union's services enable these connections between people around the globe."
The campaign features robust multi-channel elements that will broaden and align brand communications within each of the more than 200 countries and territories in which Western Union operates.
Western Union and global agency of record Publicis Hong Kong assembled prominent creative talent for the campaign. Artists include world-renowned film director Antoine Bardou-Jacquet, celebrated photojournalist Steve McCurry and famed typographer David Carson. The television commercial features music by Moroccan musician Hindi Zahra.
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