Western Union Launches First-Ever Global Brand Campaign

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.

Western Union selected these artists because of the humanity in their work and the contemporary fresh face their collaboration brings to the brand. Bardou-Jacquet and McCurry traveled the world to capture the striking images behind the campaign, including stops in Morocco, Singapore, Los Angeles and Cape Town, South Africa.

The creative behind Western Union's campaign centers on the optimism and hope inherent in the word "yes!" and highlights tangible acts that bring the brand to life. The yes! campaign clearly and emotionally communicates its optimistic point of view using real people in its advertisements. The campaign also reflects the truly global nature of Western Union, with elements in more than 40 languages.

Campaign Elements
The yes! brand campaign elements will be translated into 40 languages. They include:
Print, broadcast and online advertising;
Online consumer engagement via a dedicated campaign microsite;
A cause marketing promotion tied to The Western Union Foundation;
Street art, billboards and other out-of-home creative;
Point-of sale materials for more than 320,000 Western Union® Agents in more than 200 countries and territories.
1 Aite Group

About Western Union
The Western Union Company (NYSE:WU) is a leader in global money transfer services. Together with its Vigo and Orlandi Valuta-branded money transfer services, Western Union provides consumers with fast, reliable and convenient ways to send and receive money around the world, as well as send payments and purchase money orders. It operates through a combined network of more than 365,000 Agent locations in over 200 countries and territories. In 2007, the company processed nearly 168 million consumer-to-consumer money transfers and 405 million consumer-to-business transactions. Famous for its pioneering telegraph services, the original Western Union dates back to 1851. For more information, visit www.westernunion.com.


Media Contact:
Jen Newberg
Cone
jnewberg@coneinc.com
+1 617-939-8359
Kristin Kelly
Western Union
kristin.kelly@westernunion.com
+1 720-332-4751