Western Union rolls out first initiative

Sue McCusker, general manager of Publicis Hong Kong, the creative agency of Western Union said: “The new campaign aims at raising the bar of Western Union and bringing the brand to the right level globally, especially after Gail Galuppo, Western Union’s new marketing head, came on board and the company went public one and a half years ago.”

The campaign includes more than 30 versions of print ads in various languages. Guerrilla animation projection on six building sites in New York has been deployed, as well as an art display and exhibition relevant to different ethnic communities in New York.

“Our customers - people on the move in pursuit of their dreams - served as the inspiration behind this campaign,” said Isabella Lau, regional vice-president, marketing, Asia-Pacific, Western Union.

The buying strategy of media partner Starcom is to focus on satellite and related ethnic channels across the world, as well as TVCs running on major channels such as CNN Global, CNBC and Bloomberg.

Western Union competes with MoneyGram.

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