TD Bank, which pitches itself as “America’s Most Convenient Bank,” now also wants to be known as “El banco más conveniente de América.” The Cherry Hill, N.J. and Portland, Maine-based bank has tapped The Vidal Partnership to handle Hispanic creative and media buying duties to grow its business among this fast-growing population.

Financials were not disclosed. Since May of this year The Vidal Partnership has developed two television commercials, one radio spot, a digital campaign and collateral materials for TD Bank targeting the Miami/Dade market, which is where the first test run is taking place. In the past, TD Bank had done some Spanish-language marketing, but it was mainly a translation of its general market campaign, crafted by Tierney Communications of Philadelphia.

“This year we decided to approach the market in a different way,” says TD Bank’s Allegra Sandelli, svp and director of marketing communications. “We want to establish brand awareness and develop a plan to acquire new customers and a greater share of the market.”

In selecting a Hispanic shop, TD Bank did not embark in a traditional selection process by sending out RFPs. Instead, says Sandelli, the bank’s marketing team interviewed and met with several Hispanic agencies within the bank’s footprint, mostly the East Coast, ultimately selecting New York-based The Vidal Partnership. “They did a lot of legwork in understanding what differenciates us from other banks,” says Sandelli.

TD Bank has not spent a great deal in Hispanic media, with a mere $250,000 spent between January and June of 2010 in spot TV, newspapers and Internet, per Kantar Media. However, this number does not reflect the work currently running in the Miami market and will not likely be reported until first quarter of 2011, added Susana Roel, TVP’s group account director.

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