Arizona’s Blue Cross Blue Shield Launches Hispanic Campaign

Blue Cross Blue Shield of Arizona (BCBSAZ) has launched its first integrated marketing campaign targeting Hispanics, who constitute some 30% of the state’s population.

Of the 1.8 million Hispanics present statewide, approximately 450,000 are without health insurance. The campaign is relying on traditiona vehicles such as print, radio and television, but is also featuring a series of “webisodes” targeting younger Hispanics.

Each webisode features a different main character, each meant to personify a different segment of the target market. At its heart, the campaign’s thrust is to build greater awareness about healthcare services and products. According to Carlos Olea, publisher of Hispanic health title Un Buen Doctor, access to such information continues to be a challenge in Hispanic communities nationwide. The campaigns print and broadcast ads will run in both general market and Hispanic media, and will also have a direct mail component. The campaign will run through end of year.

Both the creative and the media buying for all of the executions was handled by the BCBSAZ's multicultural agency Urias Communications.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.