Western Union set to launch loyalty scheme for transfers

Western Union, the money transfer company, is launching a loyalty card that will pave the way for the company’s first direct marketing campaigns.

The card, launching in February, will offer 15 minutes of worldwide calls for every three money transfers.

The company also plans other offers, as yet undisclosed, and says the card has a potential market of 500,000 people.

Western Union UK marketing director John Campbell says he wants to use the card’s database as a direct marketing tool, but does not know if he will use the agency behind the card, WWAV West, for direct marketing campaigns.

He says direct marketing would be a useful tool for the company, which mainly targets ethnic groups, because information could be written in different languages for different markets.

Point-of-sale advertising is also being considered by the company, although Campbell says it is too early to give details.

Campbell says he is deciding whether to renew the company’s sponsorship of the Notting Hill Carnival in London, which expired in 2001. The three-year deal was reported to be worth &£500,000 a year.

He has no plans to review his advertising agency, D’Arcy, or media buyer, MediaVest, he says.

Campbell joined Western Union in December from Forte Hotels, where he was senior commercial marketing manager (MW December 6, 2001).

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