Western Union “Returns the Love” with Mother’s Day effort

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The Western Union Company announced the launch of “Return the Love”- a national Mother’s Day Campaign designed to encourage consumers to give mom the perfect gift. Also, Western Union and Grammy-award winning recording artist Wyclef Jean, and “Queen of Latin Pop” Paulina Rubio, “Return the Love” with special performances and appearances at the Billboard Latin Music Conference & Awards and a concert honoring military moms.


“Return the Love” is a multi-faceted, integrated consumer campaign designed to encourage consumers to send the gift of cash, this Mother’s Day. Melissa Sachs Fitzpatrick, Western Union’s Director of Communications/The Americas, tells RBR-TVBR Western Union will be executing a national Radio News Release the week of May 3 in both English and Spanish. Regarding broadcast support, Western Union will be executing a Satellite Media Tour, featuring Maria Cristina Marrero as Western Union’s spokesperson, during same week, which will help support the push for local market broadcast coverage across the nation.

Western Union will also have a series of visits from Wycelf Jean to select Western Union Agent locations in New York, Los Angeles, and San Francisco during this campaign. In addition, Wyclef Jean and Paulina Rubio will be participating in a special concert that will be honoring military moms in celebration of Mother’s Day.

When researching Mother’s Day gifting trends, a recent Western Union consumer survey found daughters and sons of all ages have good intentions when it comes to finding the perfect gift, but 42% find it hard to shop for the perfect gift for mom.

Other elements include:
•Kick-off special performance dedicated to moms featuring Wyclef Jean and Paulina Rubio at the Billboard Latin Music Awards, 4/28 (airs 4/29) produced and broadcast live by Telemundo.

•Several Wyclef Jean and Paulina Rubio performances and consumer-facing events, including a special concert honoring military moms;

•Advertising via print, out-of-home, mobile and online channels showcasing the myriad of ways mom shows her love to her children, from giving them 12,368 kisses to changing 5,345 diapers and preparing 19,710 meals;

•In the social media space, Western Union dedicates a tab on its Facebook page encouraging fans to share how they are honoring and celebrating their moms;

•Additionally, Western Union has a Flickr page (flickr.com/groups/love2010) where consumers can share photos of their moms. Each week, Western Union will select photos from this gallery to display on the company’s home page, www.westernunion.com.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.