Western Union Launches 'Uniting People With Possibilities' Campaign

Date: Friday, May 2, 2003

DENVER, May 2 /PRNewswire/ -- Western Union Financial Services, Inc., a
subsidiary of First Data Corp. (NYSE: FDC), this week launches a new global
brand initiative and advertising campaign designed to grow and enhance the
company's brand in markets around the world.
At the heart of the campaign is Western Union's new tagline, "Uniting
People with Possibilities." The launch of the new global advertising campaign
is a symbolic first step in a worldwide initiative to increase awareness and
expand Western Union's brand equity beyond that of a money transfer leader.
"Speed, reliability, convenience and trust are key attributes that are the
foundation of the Western Union brand. We now are building on that foundation
to create a global brand framework that relates to people on a more personal
level," said Christina Gold, president Western Union Financial Services, Inc.
"We understand that when consumers use our services, it's about much more than
sending or receiving money. It's about making a connection with a loved one.
Our new brand structure will help us communicate that understanding, and it
also offers us greater flexibility to showcase our array of bill payment and
prepaid services and many choices of service delivery."
Globally, the Western Union brand is at different stages of recognition
and development. The launch of the new brand initiative marks the first of
the company's extensive efforts to create a single global brand platform that
communicates globally consistent and relevant messages that can be easily
adapted in local markets worldwide.
The consumer-focused campaign demonstrates how Western Union makes it
possible for people to unite loved ones across the world. The television
spots utilize mnemonics to create an emotional connection between the
convenience, speed and reliability of the company's services and the monetary
needs of people. In the two new TV spots, yellow birds and arcs are used to
create a visual image that unites people near and far. The yellow birds and
arcs represent the reliable and quick completion of millions of Western Union
money transfers and the personalization of moving money from one person to
The campaign is one of many elements of the company's global marketing
plan and will launch in phases beginning with North American markets. In
addition to the TV spots, the North American campaign will have two radio
spots, outdoor advertising and print. All will be produced in English and
Spanish. An international launch of the brand is planned for June and will
include localized advertisements adapted for language and local relevancy in
the countries Western Union serves.
Advertising agency, J. Walter Thompson (JWT) helped to create the
strategic, global brand solution that agencies abroad will adapt for
international markets. JWT worked on the U.S. campaign architecture while Leo
Burnett, a wholly owned subsidiary of the Publicis Groupe, is tasked with the
same responsibility for international markets.

About Western Union Financial Services, Inc. and First Data
Western Union Financial Services, Inc., a subsidiary of First Data Corp.
(NYSE: FDC), is an international leader in consumer money transfer services.
Consumers can quickly and reliably pay bills and transfer money around the
globe using the company's proprietary money transfer network. Western Union
and its subsidiary, Orlandi Valuta, together make up one of the world's
largest money transfer networks with a total of approximately 159,000 Agent
locations in more than 195 countries and territories. Famous for its
pioneering telegraph service, the original Western Union dates back to 1851
and introduced electronic money transfer service in 1871. For more
information, please visit the company's Web site at .

First Data Corp., with global headquarters in Denver, helps power the
global economy. Serving approximately 3 million merchant locations, 1,400
card issuers and millions of consumers, First Data makes it easy, fast and
secure for people and businesses to buy goods and services, using virtually
any form of payment: credit, debit, smart card, stored-value card or check at
the point-of-sale, over the Internet or by money transfer. For more
information, please visit the company's Web site at .

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