Western Union wanted to grow and protect market shares of its' U.S. Hispanic money transfer consumers. The goal was to improve the brand’s connection with Hispanic consumer segments through experiential event marketing. VJP targeted Mexico, Central America, South America and Caribbean consumers within the Unites States.
VJP strategically concentrated on corporate sponsorships in community events and cultural celebrations and festivals, in key U.S. cities with heavy Hispanic populations. We created consumer brand activation interactions and promoted key product and service messages through interactive consumer engagement experiences on-site. We maximized brand exposure by integrating digital, social and traditional media channels in six of the top Hispanic markets. VJP generated over 6 million consumer impressions.