Western Union Goes to the Movies with Major RIO 2 Film Partnership

Western Union Takes Flight With 'Rio 2'

Wiring money to foreign lands isn’t for the birds, unless they’re animated and appearing in movies

Western Union has signed on as a partner for the film “Rio 2,” owing to its keen understanding of consumers who cross global and/or local borders to work and live. For many of these people, according to the company, providing financial support for their families at home is essential to staying connected to their roots. 

This is the first tie-in Western Union has done with a movie, says Laston Charriez, senior vice president of marketing, Americas for Western Union. Partnering with “Rio 2” is a perfect confluence of message and timing, he says. 

 

“We found our consumers love loyalty, family and staying true to their words. Working with 20th Century Fox … we had a chance to see the script and saw those themes [in this movie],” Charriez tells Marketing Daily. “Mother’s Day is also a big deal for our consumers, and this movie.”

Laston Charriez, senior vice president of marketing Tweet

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