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Follow on Google News | Western Union Holiday Campaign by Moroch Partners Focuses on Family Ties and Localized GlobalizationThe Western Union Company and Moroch Partners, today announced the launch of a new holiday advertising campaign focused on a localized global concept, personal ties and everyone’s favorite gift, cash.
By: Moroch Partners The Western Union broadcast advertisements will air on radio and television in the U.S. starting on November 14. Three main ads for the U.S. provide a customizable messaging base that will run internationally with localized voiceovers in Bulgaria, Romania, Germany, and the United Arab Emirates. Ads will also appear in the U.S. in English and Taglog to reach those with close friends and relatives living in India, Africa, and the Philippines. In each of the Western Union ads, a gift giver sends money to someone special—a son, a niece, and a brother - who use the gifts to reconnect with family by buying a bus ticket, sharing their perspective through a new digital camera, and feeling more confident for what life presents with a new shirt and tie. “The fourth quarter holiday gifting ads are an invitation to create magic moments in the everyday through the act of moving money with Western Union. They’re about the celebration of giving and the possibility of what can happen when you transfer a gift of money to a loved one,” said Tom Moroch, chairman and owner of Moroch Partners. The advertising theme, “Better Today, Better Tomorrow,” emphasizes creating positive moments throughout the holiday season by giving the gift of possibility. The campaign is designed to raise awareness for the many ways we can impact an individual’s life. Because the theme resonates with anyone wishing to give a gift this season, the campaign lent itself well to an international scale that could still be localized for individual markets. The “Better Today, Better Tomorrow” theme also ties in with Western Union World of Betters, one program of many that aligns under Western Union Moving Money for Better branding concepts, focused on Western Union® products and services as solutions to create ‘moments of better.’ Western Union Moving Money for Better is a multi-faceted platform designed to help raise awareness on the many ways we can impact an individual’s life. The Western Union World of Betters program is an online interactive experience where people can share how they would use $1,000 to make the world a better place. A total of 100 winners will be selected by public vote and a judging panel. The contest and program was launched in New York City on November 1st with Alicia Keys and runs through December 15, 2011 featuring events with K’Naan in Johannesburg, South Africa and Sunidhi Chauhan in Mumbai, India; with dates and details to be announced globally and livestreamed on www.WorldofBetters.com. No purchase is necessary to enter or win. Entry is subject to the Official Rules available at www.worldofbetters.com. Void where prohibited by law. Since the concept of connectivity through transferring money is one anyone can identify with, the campaign easily translates for international audiences as well as those within the U.S. who have loved ones living abroad. “This holiday season, our goal is to provide consumers an economical and timely way to send gifts of cash to loved ones when they can’t be there personally. The campaign translates globally to resonate with people about family, friends, and staying connected through the act of giving,” added Victoria López-Negrete, senior vice president and general manager for North America, Western Union. The three Western Union main ads were customized with different voiceovers for each country, and some were shot with different characters to emphasize cultural relevance. The messages, however, are always about giving. U.S. advertisements display a holiday offer for sending up to $50 cash for just $5 within the U.S. Western Union also offers prepaid cards, bill payment services and money orders. About Moroch Partners Moroch is a full service integrated marketing agency and one of the top independent advertising agencies in the United States. Founded in 1981, Moroch is headquartered in Dallas with 35 offices throughout the United States and Canada. Moroch’s capabilities include advertising, branding, creative, social media, digital, entertainment marketing, media planning and buying, public relations, research, sales metrics and consumer insights, promotions, ethnic marketing and field marketing. Clients include McDonald’s, Midas, Western Union, Coca-Cola, Make-A-Wish Foundation, Disney, Sony, Universal, Boost Mobile, Eye Care Centers of America, Pure Fishing, Mattress Giant and DFW International Airport, among others. Learn more at www.moroch.com, Twitter.com/ About Western Union The Western Union Company is a leader in global payment services. Together with its Vigo, Orlandi Valuta, Pago Facil and Western Union Business Solutions branded payment services, Western Union provides consumers and businesses with fast, reliable and convenient ways to send and receive money around the world, to send payments and to purchase money orders. The Western Union, Vigo and Orlandi Valuta branded services are offered through a combined network of approximately 485,000 Agent locations in 200 countries and territories. In 2010, The Western Union Company completed 214 million consumer-to- End
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