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Western Union breaks branding campaign

Western Union has begun an international campaign called "Yes." Developed by Publicis Hong Kong, this is the company's first global branding effort. The Canadian campaign began this week with the first of a series of street events, conducted at Yonge-Dundas Square in Toronto. The rest of the initiative, including broadcast, print, out-of-home and online advertising, will rollout nationally through April. Street events will also take place in Vancouver, Edmonton, Calgary and Montreal. Point-of-sale materials will also be used. The campaign is aimed at consumers living outside their country of origin who use the service to send money to relatives back home. It will run in approximately 200 countries and territories in which Western Union operates. The creative features real people who use the company's services.

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