Western Union Breaks U.S. TV Ads Filmed in Cuba
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Western Union is pushing money transfers to Cuba in a new series of TV spots produced on the island, which was recently opened to U.S. travel and business. The two Spanish-language ads are among the first to be filmed in Cuba by an American-based company since the 1962 U.S. embargo.
“Cuba is an important market for us,” said Laston Charriez, senior VP-marketing, Americas at Western Union. “We wanted to be there first and make it relevant and breakthrough.”
Colorado-based Western Union, which operates in every province and municipality in Cuba, has provided money transfers from the U.S. to Cuba since 1995 and began making payouts in the country’s local currency in 2011. U.S. remittances to the once closed-off island currently reach 62% of Cuban households, according to analysis by the Havana Consulting Group for Western Union. Western Union said the average value of a money transfer to Cuba from the U.S. is $150.
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