Markets: Central, Eastern & Western Canada.

Languages: Punjabi, Hindi, Gujarati, Bangla, French.

Demographic: Canadians of South Asian origin.

Theme: 2013 ‘New’ Transfer Fee Announcement.

Objective: Announce ‘new’ reduced transfer fee applicable to money sent from Canada to South Asia (including India & Pakistan).

Challenge: Gently focus on the ‘still more savings’ via the use of WU’s Preferred Customer Card. This was brought out through the use of the ‘Rate Table’.