MERCADEO Versión en español
Western Union releases new campaign filmed in Cuba to encourage money transfers
Manuela Walfenzao| 13 de julio de 2015
Shooter Films tuvo que adaptarse a los escasos recursos cinematográficos disponibles en La Habana
Western Union launched a campaign to encourage monetary transfers to Cuba, after the recent economic reopening. The comercials, narrated in Spanish, were filmed on the island. These are the first spots made in Cuba by a US company since the blockade in 1962. The Hispanic agency Bromley developed the concept This is Cuba and worked with Shooter Films, the company that just started operations in Havana after acquiring the Cuban production company Vedado Films.”Cuba is an important market for us,” said Laston Charriez, Senior VP-Marketing for the Americas at Western Union. “We wanted to be there first and make it relevant and breakthrough”.The campaign offers a glance of Cuban life and of the real people who receive the funds sent from the US. The concept revolves on Cubans´ ability to solve their own problems, their creativity, their good spirits and their enthusiasm for starting new businesses.Western Union isn´t the only company that has set eyes on the Cuban market. Travelling brands, such as AirBnB and JetBlue already started to operate on the island and Carnival Corp announced that in 2016 they will include it in their sailing destinations. Netflix is also available in the country since February.
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