Chase card services has launched a multimillion dollar TV and Internet campaign targeting Hispanics.

The tagline for the campaign is “Confia en Ti. Confia en Chase,” or “Trust in Yourself. Trust in Chase.” The objective is to foster greater brand awareness and loyalty among Hispanic consumers.

The online component was developed by T3 (The Think Tank). Although Chase has sponsored the “Hispanic Heritage Youth Award for Academic Excellence” for nine consecutive years, this is the company's first formal campaign targeting Hispanics.

Chase Card Services currently offers Spanish-language customer assistance, and distributes marketing products in Spanish.

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