Western Union wants you to thank your mother. Ahead of Mother's Day on May 8, the Englewood, Colo.-based global payments firm is debuting a marketing campaign featuring Denver Broncos player Vonnie B'Vsean Miller Jr. Mr. Miller will star, with his mother, Gloria Miller, in a 30-second digital ad that Western Union will push out through social media such as Facebook, where the brand has 7 million followers.
"In the U.S. market, Mother's Day is a really big period of time for us," explained Mike Hafer, senior VP of U.S. marketing product and field execution. "A lot of our senders will send money to their mothers in the U.S. or to another country."
The campaign, running from early April until the end of May, will also include billboards in the Denver area, digital ads and in-person appearances by Mr. Miller, who won the Super Bowl 50 MVP title earlier this year.
"Before the fame, before the game, my mom has always been my No. 1 fan," Mr. Miller says in the spot, which urges customers to send love through Western Union.
On a national level, Western Union will be promoting its money transfer services in a 30-second Spanish-speaking spot, also focused on Mother's Day. Mr. Hafer noted that the holiday is also prominent for Latin American countries. Last year, the company partnered with comedian Jimmy Kimmel for a paid skit on ABC's "Jimmy Kimmel Live."
The company typically spends just under 4% of its revenue on marketing, though that budget has been reallocated recently to include more digital spending, said Michael Alan Salop, senior VP-investor relations, on a recent conference call reporting Western Union's earnings. The brand spent $20 million on measured media in the U.S., according to Kantar Media.
Mr. Hafer noted that this year's Mother's Day budget will be up slightly over last year, though he declined to disclose the percentage. Western Union reported revenue of $5.5 billion in 2015.