Bromley Communication PR campaign for Western Union wins top multicultural PR award from Texas PR association
SAN ANTONIO, TX – Fourteen of the best public relations campaigns produced by industry professionals throughout Texas will be recognized by the Texas Public Relations Association (TPRA) at the Texas PR Leadership Day & Gala in Austin, March 5. Among those is a national campaign created by Bromley Communications, LLC for Western Union that was designed to lift Latino consumers’ spirits and boost loyalty and brand preference during the economic crisis.
“At a time when we were all facing challenging economic times, we decided to personalize our new global ¡Sí! Campaign by inviting Hispanic consumers to validate their life stories and share with us how they’d helped others reached their dreams through the power of giving,” explained Raul Duany, VP, Corporate Affairs, Western Union. “The approach involved reality-TV like consumer intercepts with on-premise interviews with Ana Maria Canseco, one of Spanish language TV’s most loved personalities.”
Bromley Communications’ entry, “¡Sí! Western Union Helps Make Dreams Come True,” won the Silver Spur in the Multicultural category. The Silver Spur is the highest award given by TPRA and recognizes outstanding public relations efforts based on sound public relations objectives, philosophy, effective research, planning, execution and evaluation.
Western Union and Bromley Communications conducted ample primary and secondary research to build the PR platform that would work in harmony with Western Union’s new global identity. The core conviction for the Hispanic market which led to the campaign design stated: “We believe in people who are on the move in pursuit of their dreams.” The various agency and Brand teams worked closely to coordinate radio remotes and grassroots activities leading up to and during Canseco’s appearances. Video and still photography crews were sent to Western Union Agent locations in five markets to capture customized interviews and visuals with the same overriding look, tone and feel. Participants’ stories were then posted on a Western Union ¡Sí! branded YouTube channel and shared with news media.
Over the years, public relations campaigns conducted by Bromley Communications for Western Union have been recognized by many in the industry. The ¡Sí! PR campaign recently was awarded a PRemio by the Hispanic PR Association. In the last decade, in addition to multiple TPRA Silver Spurs, the Western Union Helping Hands campaign, created by Bromley, was named Best of Show in the International PR Association’s Golden World Awards in 2001.