The Western Union Company is a leader in global
The Western Union Company is a leader in global money-transfer services. Together with its Orlandi Valuta and Vigo branded money transfer services, it provides customers with fast, reliable and convenient ways to send and receive money around the world, as well as send payments and purchase money orders. A pioneer of telegraphic services, today it operates a network of more than 379,000 Agent locations1 in over 200 countries and territories. THE MARKET The World Bank estimates nearly 200 million people live outside their country of origin. These economic migrants often need a financial services provider that can send money back to their homes quickly and reliably. The Western Union Company is a leader in global money-transfer services. Together with its Orlandi Valuta and Vigo branded money transfer services, it provides customers with fast, reliable and convenient ways to send and receive money around the world, as well as send payments and purchase money orders. A pioneer of telegraphic services, today it operates a network of more than 379,000 Agent locations1 in over 200 countries and territories. In Asia Pacific, Western Union is present in 37 countries and territories with over 200 employees made up of 27 nationalities speaking over 20 different languages. Western Union has had a strong presence in Hong Kong since 1995, and currently has 7 Agents offering Western Union® Money TransferSM services, including Lotus Forex Ltd., City Foreign Exchange Ltd., Wall Street Exchange Ltd., CIU Express Ltd., Global Travel, Hongkong Post and Travelex Hong Kong Ltd. There are about 100,000 Filipino and 90,000 Indonesian workers in Hong Kong who send money back home regularly, according to the statistics from 2006 Population by-census. To make sending money more accessible and convenient to them, Western Union has over 100 Agent locations1 in areas such as Worldwide Plaza in Central, Sugar Street in Causeway Bay, selected Hongkong Post Offices and supermarket stores where most Filipinos and Indonesians congregate. Most Agent locations are open daily, with some open till midnight to provide greater flexibility. 1Network data as of March 2009.
SUPERBRANDS VOLUME V
ACHIEVEMENTS Western Union was the original, and has remained a pioneer of cash-to-cash money transfer services since 1871. It has achieved many ‘firsts’ – the first company to complete the transcontinental telegraph line in the United States of America (providing vital communication during the US Civil War in 1861), the first company to introduce a consumer charge card, the first to introduce teleprinters to speed-up message delivery (1923), and the first company to launch a commercial communications satellite into space (with five satellites in orbit by 1974). HISTORY In 1851, a group of New York businessmen started the New York and Mississippi Valley Printing
Telegraph Company. Following the acquisition of a series of competing telegraph systems in 1856, the company changed its name to the Western Union Telegraph Company to symbolise the ‘union’ of eastern and western telegraph lines into one system. In the 1870s, it entered the international telegraph business by providing service to Canada and Mexico, and westward expansion created a need to move capital, leading to the introduction of the first money transfer service in 1871. In 1873, Western Union purchased a majority of shares in the International Ocean Telegraph Company, marking its entry into the foreign telegraph market. By 1877, it had gained the reputation as ‘The Nation’s Timekeeper’ when it introduced its Time service – sending out electronic
impulses that regulated clocks in government buildings, schools and banks, ensuring that they always displayed the correct time. Eventually over 100,000 subscriber clocks would be in service. It is no wonder that by 1884, Western Union became one of the 11 original stocks listed on the Dow Average. THE PRODUCT Western Union’s list of services includes: ‘Money-in-minutes2’ service
The Western Union® Gold Card loyalty rewards program was launched in 2006 in Hong Kong to enable customers to pre-register their personal details with Western Union to eliminate the need to fill in a send form for subsequent transactions. Gold Card members also enjoy a range of privileges from special Western Union promotions, including free continuity of income (COI) insurance coverage for 35 days after the date of each Qualified Transaction to the Philippines or Indonesia, plus a variety of retail discounts.
Overseas recipients can expect to receive money within minutes of it being sent. ‘Direct to BankSM ’ service
Corporate Citizenship Central to Western Union’s philosophy is to support the communities in which its consumers and employees live and work. In 2007, The Western Union Company and its philanthropic organisation The Western Union Foundation unveiled Our World, Our Family®, a USD 50 million, five-year corporate giving initiative to support migrant families through education and global economic opportunity programs. Our World, Our Family® combines Western Union’s longstanding passion for improving communities around the world with its new commitment to corporate citizenship. Since 2001, the Western Union Foundation has granted over USD 45 million to 1,500 organisations worldwide in more than 70 countries and territories to support humanitarian projects, provide disaster relief and to fund education, health and human services programs.
Customers can send money directly to a nominated bank account within participating banks. Western Union Quickpay Service Customer can repay loans to PrimeCredit Limited through this service.
PROMOTION Western Union utilises various media channels to reach out to the Filipino and Indonesian workers in Hong Kong. Among these are popular ethnic publications, ethnic radio programs, advertising on trams and at places where they congregate such as the Worldwide Plaza. Western Union also connects with the communities through ethnic grassroots events held in Central or Victoria Park. Games, mini-contests, raffle draws, dancing and singing performances are always key elements for excitement and fun.
RECENT DEVELOPMENTS By continually strengthening the number of Agent locations in the network, Western Union is able to provide convenient, fast, and reliable service to customers wherever they may be. There has been an expansion in network coverage in Hong Kong from 60 Agent locations in 2006 to over 100 currently1. In 2008, Western Union collaborated with PrimeCredit to launch a Consumer Lending Program for Filipino customers in Hong Kong. As their consumers often do not have access to banking and financial services, PrimeCredit offers Western Union customers the opportunity to obtain 12 to 18 month instalment loans, then remit repayments via the Western Union service. Western Union Quickpay service for loan repayment to PrimeCredit was also introduced in May 2008, which enables customers to repay loans from any Western Union® Agent location in Hong Kong to PrimeCredit.
Western Union also launched various promotions to celebrate ethnic festivals such as Ramadan or Christmas with the Indonesian and Filipino communities.
1
Network data as of March 2009.
2
BRAND VALUES In February 2009, Western Union launched its first-ever comprehensive global brand initiative “yes!”. Western Union believes in people who are on the move and in pursuit of their dreams. Even in these uncertain times, the optimism of their customers is inspiring. This campaign reflects their can-do spirit and reinforces the company’s belief in its customers as they journey to better lives – whatever that may be. The campaign features robust multi-channel elements that will broaden and align brand communications within each of the more than 200 countries and territories in which Western Union operates. The creative behind Western Union’s campaign centers on the optimism and hope inherent in the word “yes!” and highlights tangible acts that bring the brand to life.
Funds are generally available in minutes subject to terms and conditions of service, including Agent locations hours and differences in time zones.
THINGS YOU DIDN’T KNOW ABOUT WESTERN UNION
Thomas Edison got his first job working as a telegrapher for Western Union. He frustrated his bosses by tinkering around in a back room rather than doing his work but he did eventually invent several improvements to the telegraph service and the universal stock ticker.
Western Union exploration of a western route to connect North America with Europe via telegraph sparked discussions that led to the United States’s purchase of Russian territory that today is the state of Alaska.
H O N G KO N G ’ S S T RO N G E S T B R A N D S
SUPERBRANDS VOLUME V
ACHIEVEMENTS Western Union was the original, and has remained a pioneer of cash-to-cash money transfer services since 1871. It has achieved many ‘firsts’ – the first company to complete the transcontinental telegraph line in the United States of America (providing vital communication during the US Civil War in 1861), the first company to introduce a consumer charge card, the first to introduce teleprinters to speed-up message delivery (1923), and the first company to launch a commercial communications satellite into space (with five satellites in orbit by 1974). HISTORY In 1851, a group of New York businessmen started the New York and Mississippi Valley Printing
Telegraph Company. Following the acquisition of a series of competing telegraph systems in 1856, the company changed its name to the Western Union Telegraph Company to symbolise the ‘union’ of eastern and western telegraph lines into one system. In the 1870s, it entered the international telegraph business by providing service to Canada and Mexico, and westward expansion created a need to move capital, leading to the introduction of the first money transfer service in 1871. In 1873, Western Union purchased a majority of shares in the International Ocean Telegraph Company, marking its entry into the foreign telegraph market. By 1877, it had gained the reputation as ‘The Nation’s Timekeeper’ when it introduced its Time service – sending out electronic
impulses that regulated clocks in government buildings, schools and banks, ensuring that they always displayed the correct time. Eventually over 100,000 subscriber clocks would be in service. It is no wonder that by 1884, Western Union became one of the 11 original stocks listed on the Dow Average. THE PRODUCT Western Union’s list of services includes: ‘Money-in-minutes2’ service
The Western Union® Gold Card loyalty rewards program was launched in 2006 in Hong Kong to enable customers to pre-register their personal details with Western Union to eliminate the need to fill in a send form for subsequent transactions. Gold Card members also enjoy a range of privileges from special Western Union promotions, including free continuity of income (COI) insurance coverage for 35 days after the date of each Qualified Transaction to the Philippines or Indonesia, plus a variety of retail discounts.
Overseas recipients can expect to receive money within minutes of it being sent. ‘Direct to BankSM ’ service
Corporate Citizenship Central to Western Union’s philosophy is to support the communities in which its consumers and employees live and work. In 2007, The Western Union Company and its philanthropic organisation The Western Union Foundation unveiled Our World, Our Family®, a USD 50 million, five-year corporate giving initiative to support migrant families through education and global economic opportunity programs. Our World, Our Family® combines Western Union’s longstanding passion for improving communities around the world with its new commitment to corporate citizenship. Since 2001, the Western Union Foundation has granted over USD 45 million to 1,500 organisations worldwide in more than 70 countries and territories to support humanitarian projects, provide disaster relief and to fund education, health and human services programs.
Customers can send money directly to a nominated bank account within participating banks. Western Union Quickpay Service Customer can repay loans to PrimeCredit Limited through this service.
PROMOTION Western Union utilises various media channels to reach out to the Filipino and Indonesian workers in Hong Kong. Among these are popular ethnic publications, ethnic radio programs, advertising on trams and at places where they congregate such as the Worldwide Plaza. Western Union also connects with the communities through ethnic grassroots events held in Central or Victoria Park. Games, mini-contests, raffle draws, dancing and singing performances are always key elements for excitement and fun.
RECENT DEVELOPMENTS By continually strengthening the number of Agent locations in the network, Western Union is able to provide convenient, fast, and reliable service to customers wherever they may be. There has been an expansion in network coverage in Hong Kong from 60 Agent locations in 2006 to over 100 currently1. In 2008, Western Union collaborated with PrimeCredit to launch a Consumer Lending Program for Filipino customers in Hong Kong. As their consumers often do not have access to banking and financial services, PrimeCredit offers Western Union customers the opportunity to obtain 12 to 18 month instalment loans, then remit repayments via the Western Union service. Western Union Quickpay service for loan repayment to PrimeCredit was also introduced in May 2008, which enables customers to repay loans from any Western Union® Agent location in Hong Kong to PrimeCredit.
Western Union also launched various promotions to celebrate ethnic festivals such as Ramadan or Christmas with the Indonesian and Filipino communities.
1
Network data as of March 2009.
2
BRAND VALUES In February 2009, Western Union launched its first-ever comprehensive global brand initiative “yes!”. Western Union believes in people who are on the move and in pursuit of their dreams. Even in these uncertain times, the optimism of their customers is inspiring. This campaign reflects their can-do spirit and reinforces the company’s belief in its customers as they journey to better lives – whatever that may be. The campaign features robust multi-channel elements that will broaden and align brand communications within each of the more than 200 countries and territories in which Western Union operates. The creative behind Western Union’s campaign centers on the optimism and hope inherent in the word “yes!” and highlights tangible acts that bring the brand to life.
Funds are generally available in minutes subject to terms and conditions of service, including Agent locations hours and differences in time zones.
THINGS YOU DIDN’T KNOW ABOUT WESTERN UNION
Thomas Edison got his first job working as a telegrapher for Western Union. He frustrated his bosses by tinkering around in a back room rather than doing his work but he did eventually invent several improvements to the telegraph service and the universal stock ticker.
Western Union exploration of a western route to connect North America with Europe via telegraph sparked discussions that led to the United States’s purchase of Russian territory that today is the state of Alaska.
H O N G KO N G ’ S S T RO N G E S T B R A N D S
