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Promotion
Western Union has been at the forefront of innovation for more than 150 years. Its vast service offerings dedicated to consumer needs and its respected brand have made Western Union competitive in the marketplace. The company has grown tremendously worldwide and remains focused on building its global brand. The company launched a new global advertising campaign in the spring of 2003 with the tagline, “Uniting people with possibilitiesSM.”
“Speed, reliability, convenience, and trust are key attributes that are the foundation of the Western Union brand. We are now building on that foundation to create a global brand framework that relates to people on a more personal level,” says Christina Gold, president of Western Union Financial Services, Inc. “We understand that when consumers use our services, it’s about much more than sending or receiving money. It’s about making a connection with a loved one. Our new brand structure helps us communicate that understanding, and it also offers us greater flexibility to showcase our array of payment and prepaid services and many choices of service delivery.”
To further support the consumer-focused strategy, Western Union launched the Western Union® Gold Card, a loyalty program designed to reward consumers for frequent use of Western Union Money Transfer and Payment Services. The program was initially rolled out in the United States in 2002. Personalized cards speed up the transaction process and provide the opportunity to earn rewards. Western Union also provides convenience cards to receivers in Latin America and the Caribbean and plans to roll out the Gold Card program globally in the next few years.
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