Western Union - Award Winners

[Penelope Pittstop]

http://www.nrl.com/news.cfm?ArticleID=7365&TeamID=0
Western Union wins AMI Award for Roosters Sponsorship
10 October 2003


Western Union has been awarded a 2003 Australian Marketing Institute Award in recognition of its successful sponsorship of the Sydney Roosters.

Each year the Australian Marketing Institute (AMI) rewards organisations that have successfully demonstrated how marketing innovation and adherence to rigorous marketing principles can deliver outstanding results.

Western Union has been announced winner of the Sponsorship category of this year's NSW State Awards.

Western Union has been the major sponsor of the Sydney Roosters in seasons 2002 ands 2003, and has committed to continuing as a second-tier supporter of the Club.

Western Union's Head of Marketing, Ed Thian, said the sponsorship has assisted Western Union build its brand profile and awareness in what was essentially a “green fields” market for the business.

"The sponsorship has enabled Western Union to build consumer awareness and also expand its number of agency relationships in Australia," Thian said.

"We were very fortunate that in the first year of our sponsorship, the Sydney Roosters ended a 27-year title drought in claiming the National Rugby League championships.

"This was directly followed by the Sydney Roosters victory in the World Club Championship title in Northern England and, in 2003, another successful season with a top-two finish.

"The on-field success enjoyed by the Sydney Roosters has proved to be valuable and, we believe, doubled the sponsorship benefits Western Union expected to receive in its role as a major sponsor," he said.

The success of the Roosters and the overall sponsorship program has led to increased brand awareness for Western Union across Australia.

A study performed in October 2002 showed that unaided awareness of the Western Union brand in Australia had increased by more than 500 per cent.




With the help of brand positioning and the Sydney Roosters sponsorship, Western Union's transaction volumes have also increased significantly over the last two years.

“The Sydney Roosters club is also well-connected across the Australian business community and as a result we have developed new business opportunities with the Club's other corporate partners,” Thian said.

“The Sydney Roosters’ corporate hospitality program has also helped Western Union in its expansion of agent relationships, with locations now numbering more than 4,300 throughout Australia."

Thian also acknowledged the support of the Rooster players and administration in the success of the program.

"There is no doubt that we would not have won this year's AMI Sponsorship award without the assistance of Roosters CEO Bernie Gurr, Head of Marketing Richard Fisk, and the whole coaching and playing group.

"Western Union and the Sydney Roosters have implemented a marketing partnership that has delivered mutual benefits for both organisations and, I hope, that Western Union has in some way also contributed to the enormous on-field success that the Roosters have enjoyed over the last two years."