Western Union Taps Mr. Vegas, DJ Drama For Campaign Celebrating Jamaican Culture In Philadelphia
Financial services company Western Union has recruited Dancehall star Mr. Vegas and Philadelphia’s own DJ Drama for a “first-of-its-kind” campaign that shows appreciation for the Jamaican community, one of the largest Caribbean groups in Philadelphia.
Dubbed Boonununus, the campaign will run until December 31, 2022, and is “rooted in the insight that when people send money, they are sending love, possibilities, support, and the opportunity to create more happy moments and memories,” according to a release.
“Jamaicans use the word “boonununus” to describe something delightful and pleasing. Centering the campaign around the “boonununus” moment of sending money via Western Union free of charge is the perfect opportunity to celebrate Jamaica in a unique way.”
The release said Grammy Award winner DJ Drama was tapped for the campaign based on his love for his Philly roots, family, friends, and supporters, while Heads High singer Mr. Vegas was a “seamless match” as one of Jamaican Dancehall’s most successful and distinctive artists.
“After four days working in studio in separate locations, they landed “Boonununus” with its signature rally cry,” the release added.
On Friday, Mr. Vegas hailed the campaign for bringing together communities in Philly and Jamaica, through music.
The campaign will also feature complimentary services covered by Western Union at eight handpicked local businesses: restaurants, barber shops, and hair salons.
On November 19 and 20, and on December 9 and 10, clients and customers will be happier at Aicha African Hair Braiding, Universal Hair Gallery, Pikete Barbershop, Island Taste Jamaican Restaurant, Shana’s Caribbean Café, Fritay Lakay Restaurant, Mumy Awa African, and Ruby’s Roof Jamaican Restaurant which will be serving up complimentary services under the campaign umbrella.
The campaign will also feature $0 fee money transfers for new digital customers sending money to Jamaica, urging them to send money to loved ones back home.
Last week, a report from Forbes Magazine revealed that Jamaica has the fifth-largest diaspora population when compared to the rest of the world. There are large concentrations of Jamaicans in the US South and US East who emigrated for lucrative job opportunities, to study, or to rejoin family.
This far-reaching diaspora of first and second-generations with higher economic net worth regularly support their extended family outside of the US.
Last year, Jamaica reported an inflow of remittances worth US$4 million.