Video: Western Union Launches First-Ever Global Brand Campaign

    Can One Word Answer a Million Different Needs? Global Money-Transfer
Company Says yes!

    ENGLEWOOD, Colo., Feb. 2 /CNW/ -- 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.

    To view the Multimedia News Release, go to:

    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(R) 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


For further information:

For further information: Jen Newberg of Cone, for Western Union,
+1-617-939-8359,, or Kristin Kelly of Western Union,
+1-720-332-4751, Web Site:

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