In order to increase competitiveness and market expansion of its services, Western Union launched a program of loyalty Western Union Gold Card for customers, who has repeatedly made money transfers via Western Union. Leaving the idea of expansion into Europe, Western Union took up the expansion of services in the U.S. market. 1970 - a new service called The first offices of company were located in the Reynolds Arcade building in Rochester, New York. The sign above the main entrance to the building - Western Union made so that the time in all of American civil services was the same.