Western Union says 'yes' to positive global effort

Western Union is launching a global brand campaign later this month, focusing on positive human interest stories from around the world.

The “yes!” campaign draws from Western Union's target audience, international migrant workers who send money to friends and family, and the successes they have had in their lives after learning to say “yes” to their dreams, said Gail Galuppo, EVP and CMO of Western Union.

The campaign centers on a microsite, ThePowerOfYes.com, which launches on February 23. The microsite will give Western Union customers the chance to tell stories through photos, videos, and text about how they said “yes” to their dreams and were able to succeed. Western Union hopes this program will build its reputation as a company that thinks positively, and as one that is customer-focused.

“The whole campaign was based on their compelling stories and inspiration,” Galuppo said. “In today's world, where there is a lot of uncertainty, we want to stand for saying ‘yes' to our consumers and being very positive.”

The campaign includes online outreach through Facebook, where users can vote on their favorite story; Twitter; YouTube; and MySpace; and traditional media relations. Cone, which works with Western Union on projects related to its Foundation and payments business, serves as the agency for the campaign, while Profero is its online AOR. Publicis Hong Kong is AOR for the brand campaign, developing broadcast and print ads.

“A large portion of the campaign is PR,” said Kristin Kelly, media relations manager for Western Union. “For the first phase, we're doing a lot of PR outreach to marketing trades, financial news media, The Wall Street Journal and New York Times, and other trades.”

The effort also includes a cause marketing aspect, where Western Union will donate to three NGOs. Events in New York, including street artists and ads taking over Grand Central Station, will also take place. Overall, Kelly said, the PR and marketing efforts will be spread evenly throughout the world.

Galuppo said that the budget falls into Western Union's typical marketing budget, which is “5 to 6% of our revenues,” but she declined to give a specific figure.