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Western Union to launch
new advertising campaign targeting U.S. Hispanics
Source: Western Union
Press Release
December 9,
2008 -- Western Union, a leading provider of global
money-transfer services, announced the launch of a new campaign targeted toward
Hispanics in the United States. This new campaign will be lead by co-anchor of
Despierta America and U.S. Hispanic sweetheart Ana Maria Canseco and will
include the presentation of artistic murals which celebrate Hispanic heritage,
free financial literacy seminars, and innovative
non-traditional advertising
that promotes cash as the ideal gift this holiday season.
Ana Maria will best help
deliver one of Western Union's main messages by bringing to life what really
matters during the holidays -- uniting friends and families and inspiring
possibilities. As a Western Union spokesperson, Ana Maria will travel across the
U.S. to cities such as Los Angeles, New York and Miami to personally meet with
the Hispanic community.
"My heart lies within the Hispanic community, and Western Union offers a very
important service to my people, especially during the holiday season," said Ana
Maria Canseco. "It's beautiful to be close to our community, and that our people
have the ability to help those less fortunate with the gift of cash,
specifically with such difficult economic times."
To launch the campaign, Western Union has created a national initiative called
Proyecto Raices. This nationwide community program consists of the creative
development, production, and installment of artistic murals in cities with rich
cultural diversity throughout the nation, and is designed to unite local
communities, connect a nation and inspire progress. The murals, produced by
acclaimed artist Rudy Gutierrez, celebrate and honor the beauty of the Hispanic
culture and have already been presented to the communities of Homestead, FL and
Dallas, TX. Western Union will unveil the third mural in Los Angeles on December
4th.
"Western Union is
committed to the Hispanic community it serves. Through Proyecto Raices in
Homestead, Dallas and Los Angeles, we will leave a lasting legacy for these
communities, as we celebrate Hispanic culture," said Juan Pablo Valdes, senior
marketing director for Western Union. Proyecto Raices will serve as an
inspiration and reminder of the beauty and diversity of our culture for
generations to come."
As a part of this national campaign, Proyecto Raices also commemorates the
beginning of Western Union's commitment to uniting families and friends during
the holidays. As the nation nears the most important giving season of the year,
Western Union hopes to give not only tangible gifts to the community, but also
the gift of knowledge. Therefore, Western Union has partnered with organizations
such as CHIRLA and El Rescate, two institutions dedicated to protecting
immigrant rights, to offer free financial literacy seminars. In addition,
Western Union engaged Rudy Ruiz, Hispanic Advocate and Entrepreneur, to lead
these robust sessions educating Hispanics on the importance of financial
awareness.
Additionally, Western
Union also conducted a survey which found that 56 percent of consumers prefer to
receive cash this holiday season instead of any other gift item. After
determining that "Cash is the Perfect Gift," Western Union has planned a few
surprises at certain diverse community events where they will give cash gifts to
those in attendance.
In addition to Ana Maria's participation and Proyecto Raices, Western Union
street teams will be engaging one-on-one with the community through a
non-traditional and interactive approach. For example, street teams will be
teeming throughout the city of Los Angeles, primarily in areas such as Plaza
Mexico, where the company's grassroots community efforts will come to life
through walking billboards, mobile ads on motorcycles and cash prizes.
For more information on
Western Union's efforts this holiday season, please log on to
www.westernunion.com.
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