Western Union

1993-4 campaign to encourage the Caribbean community in Toronto to use Western Union's Money Transfer service for transmitting funds to their relatives at home.
Agency: Lowe SMSAuthors: Jim Brown, G Prouk, David Martin, C Gerald, K Hyjek and James Miller

Western Union

EXECUTIVE SUMMARY

How do you win the hearts and minds of a close knit, immigrant community? How do you earn enough of their trust that they will hand over their hard earned dollars to you for something they cannot see or take home with them? How do you get them to trust you with their family's future? And, more importantly, how do you do that when you are a large American company, unknown in the Canadian marketplace?

This...

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