LOS ANGELES – Bromley Communications, LLC’s’ entry, ¡Sí! Western Union Helps Make Dreams Come True, was selected as Integrated Marketing Communications Campaign of the Year at last week’s Hispanic Public Relations Association PRemios Awards.
“At a time when we are all facing challenging economic times, we decided to personalize our new global ¡Si! 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.”
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 ¡Si! 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. In addition to multiple local, regional and national awards and certificates of mention, Western Union was recognized with the Best of Show in the International PR Association’s Golden World Awards in 2001.
HPRA’s Hispanic Public Relations Campaign of the Year award reflects the innovative, creative, and cultural competence of Hispanic/Latino campaigns recognized by the industry’s leading professional Hispanic organization. For the 25th Anniversary of HPRA, entries were judged by representatives from PRWeek, Public Relations Society of America, PR Newswire and Jack Morton Worldwide.