ENGLEWOOD, Colo.–(BUSINESS WIRE)– The Western Union Company (NYSE: WU), a leader in global payment services, has announced a film partnership deal with 20th Century Fox for its animated feature RIO 2.
Western Union saw the partnership with RIO 2 which has a roster of beloved characters, a stellar cast, a rich and vibrant soundtrack, and is a sequel to the original smash hit film, as an opportunity to create a unique partnership between two iconic brands centering on a common theme in a fresh and creative venue. The partnership expands consumer reach for both companies with a collaborative global marketing campaign.
“RIO 2 provides a new medium to engage our customers in a fun artistic approach, conveying the intrinsic connection of one’s roots with family and loved ones. This theme resonates with the sentiments of our customers, and underscores a brand attribute that Western Union is proud to embody with its global network of services,” said Laston Charriez, Western Union Senior Vice President, Americas Marketing.
Western Union has a special perspective on ‘global’ citizens who cross global or local borders to work and live. For these senders, staying deeply connected to their roots by providing financial support to their families back home is essential.
“We are proud and excited that RIO 2 is Western Union’s first major entertainment partnership,” said Zachary Eller, SVP, Marketing Partnerships at 20th Century Fox. “Western Union’s millions of consumers are our moviegoers. Combine WU’s enormous customer and retail base with a fun and clever 360 degree marketing activation that they have pulled off and you get something incredible.”
For example, according to a past Nielsen National Research Group’s American Moviegoing report, enjoying movies with family and friends carries a positive cultural significance for Hispanics (86%) and non-Hispanics (77%), both important audiences for Western Union.
The collaborative global marketing campaign with 20th Century Fox includes TV advertising, print, point of sale, online, out-of-home, and social media, with a consumer scratch and win game in the US. The campaign is currently running through May 18th. RIO 2 world premiere was held on March 21st in Miami and is in theatres on April 11th nationwide.
About Western Union
The Western Union Company (NYSE: WU) is a leader in global payment services. Together with its Vigo, Orlandi Valuta, Pago Facil and Western Union Business Solutions branded payment services, Western Union provides consumers and businesses with fast, reliable and convenient ways to send and receive money around the world, to send payments and to purchase money orders. As of December 31, 2013, the Western Union, Vigo and Orlandi Valuta branded services were offered through a combined network of over 500,000 agent locations in 200 countries and territories and over 100,000 ATMs. In 2013, The Western Union Company completed 242 million consumer-to-consumer transactions worldwide, moving $82 billion of principal between consumers, and 459 million business payments. For more information, visit www.westernunion.com.
About RIO 2
It’s a jungle out there for Blu, Jewel and their three kids in RIO 2, after they’re hurtled from that magical city to the wilds of the Amazon. As Blu tries to fit in, he goes beak-to-beak with the vengeful Nigel, and meets the most fearsome adversary of all – his father-in-law. All our favorite RIO characters are back, and they’re joined by Oscar® nominee Andy Garcia, Grammy® winner Bruno Mars, Tony® winner Kristin Chenoweth and Oscar/Emmy®/Tony winner Rita Moreno. RIO 2 also features new Brazilian artists and original music by Janelle Monae and Wondaland.
One of the world’s largest producers and distributors of motion pictures, 20th Century Fox Film produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of 20th Century Fox Film: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions, and Twentieth Century Fox Animation.
Source: Western Union