• by Tanya Gazdik , April 16, 2012

Western Union is launching a new campaign with the goal of evolving the brand, which is best known as a communications company, to that of a leader in global payment services.

The campaign, with the theme line “Thanks a Thousand,” invites consumers in the United States, Canada and Mexico to say thank you to family, loved ones, friends or anyone in their life. One participant will be selected daily through June 17 and will win $1,000.

Consumers can upload a personalized video, photograph, or brief essay to thank anyone they know for being special in their lives. Eligible participants can visit www.thanksathousand.com (in English) www.westernunionmilgracias.com (in Spanish) or www.mercimillefois.ca (in Canadian French) to share their story of appreciation.

The campaign allows consumers in North America to share their appreciation for family, loved ones and friends no matter how far away they are or where they live, said Victoria López-Negrete, Western Union's senior vice president and general manager, North America.

“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,” López-Negrete tells “Marketing Daily.”

The actor and musician Common are part of press and social media efforts for this campaign. A series of radio, TV, out-of-home, online and mobile ads were created by Moroch. Much of the creative is themed around Mother’s Day.

Western Union’s larger platform is “moving money for better” and late last year, the company brought back the Singing Telegram idea with a modern twist partnering with K’Naan, Timbaland and Snoop Dogg -- and that program had a number of purpose-driven components.

“Moving Money for Better, our new global brand platform, is an invitation to create a moment of “better” in every day via the movement of money,” López-Negrete says. “The Western Union 'Thanks A Thousand' campaign further supports our efforts to enable, celebrate and create moments of joy.”

In 2011, The Western Union Company completed 226 million consumer-to-consumer transactions worldwide, moving $81 billion of principal between consumers, and 425 million business payments.

As of Dec. 31, the Western Union, Vigo and Orlandi Valuta branded services were offered through a combined network of approximately 485,000 Agent locations in 200 countries and territories.