Financial services company BB&T Corporation has introduced a multimedia Spanish-language advertising campaign developed with Miami-based Machado Garcia-Serra Communications (MGS), BB&T's Hispanic advertising agency of record.
The new campaign includes a series of 60-second financial education messages to air on Spanish television stations, including money management tips, banking and investment strategies, and news from the U.S. and Latin American financial markets.
The TV campaign will air through October in select, high Hispanic population areas in Georgia, North Carolina, Florida and Washington, D.C. BB&T also will run Spanish-language newspaper ads to tout its free checking and money transfer offering, "BB&T Free + Easy Send." To round out the campaign, BB&T will sponsor community festivals in these markets.
According to the Federal Deposit Insurance Corp, more than half of all U.S. retail banking growth in financial services during the next two decades will come from the Latino segment. Currently,
About 10 percent of BB&T branches are designated "multicultural banking centers" that include bilingual staff members as well as Spanish signage and brochures.
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