Western Union has launched a new campaign aimed to shift its brand image from the best communications company to that of a leader in global payment services.

Photo: a title page of the www.thanksathousand.com

Entitled ‘Thanks a Thousand,’ the campaign offers consumers in the United States, Canada and Mexico to thank their family, loved ones, friends or anyone else. Every day through June 17 one participant will win $1,000. To participate, consumers can register on the dedicated website and upload a ‘thanksgiving’ personalized video, photograph, or brief. There are three webistes for participants in select countries: www.thanksathousand.com (in English), www.westernunionmilgracias.com (in Spanish) and www.mercimillefois.ca (in Canadian French).

“At the core of Western Union is our profound commitment to enable
Western Union consumers every day to express their love and gratitude
with the perfect gift—the Western Union gift of cash—for Mother’s Day, graduations, weddings, Father’s Day, and nearly any occasion,” Victoria López-Negrete, Western Union’s senior vice president and general manager, North America said in an interview to Marketing Daily.

The series of radio, TV, out-of-home, online and mobile ads created by Moroch mostly play off Mother’s Day. Common, the actor and musician helps to drive attention to the campaign in press and social media.

In 2011, The Western Union Company completed 226 million consumer-to-consumer transactions worldwide; $81 billion within the transaction were between consumers, while 425 million were business payments. The ‘Thanks a Thousand’ is an extension of Western Union’s larger platform ‘Moving money for better’, which efforts to reinforce its reputation as a company that brings joy to families.