ENGLEWOOD, CO—Global money transfer giant Western Union is launching the first comprehensive global brand initiative in its 150 year history, a campaign that will include advertising, online customer engagement, and a cause marketing promotion tied to the Western Union Foundation and led by Boston-based Omnicom-owned public relations firm Cone.
The yes! campaign, the result of extensive consumer research from around the world, targets the 200 million people who live outside their country of origin —and who sent nearly $400 billion in remittances to their friends and family last year—and seeks to embrace their hopes and dreams.
“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 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 and will be translated into 40 languages. Elements include print, broadcast and online advertising; online consumer engagement via a dedicated campaign microsite; a cause marketing promotion; Street art, billboards and other out-of-home creative; and point-of sale materials for more than 320,000 Western Union agents around the world.
Cone has been working with Western Union on its cause branding efforts since 2006, when it helped the company develop the Our World, Our Family program, a five-year, $50 million initiative to equip migrants and the communities they leave behind with the skills, knowledge and resources essential to breaking the cycle of poverty, which too often makes migration an economic necessity.
As part of the global branding effort, Cone will serve as strategic counsel to Western Union and its digital marketing agency, Profero, on the development of the campaign microsite and developed the interactive cause-marketing promotion that will be featured on the microsite. The PR firm also created a media outreach toolkit for regional spokespersons around the world to ensure consistent messaging.