The influx of Mexican immigrants into the United States has created a cross-border advertising opportunity for large Mexican companies like AeroMexico and Mexicana airlines. Another trend is advertising placed by smaller remittance processing companies, helping Mexicans in the U.S. send money home, and independently owned travel agencies.
Airlines:
AeroMexico concentrated the bulk of its spending in border-state markets like Arizona and California, although it also advertised in all of the markets in which it flies, including New York, Chicago and Texas.
Company | 2006 | 2007 | % Change | Top Three Ad Spends |
AeroMexico | $395,000 | $430,000 | 8.85% | La Opinion, Voz de Phoenix, Miniondas |
Mexicana Airlines spent less than AeroMexico in absolute dollar terms, but increased print ad investment by a substantially higher proportion. Interesting to note is that La Opinion was the primary venue for ad investment by both airlines.
Company | 2006 | 2007 | % Change | Top Three Ad Spends |
Mexicana | $208,000 | $323,000 | 55.3% | La Opinion, Hoy Fin de Semana, La Raza |
Financial & Retail:
Mexican banks such as BancoMer and Banorte are also present in U.S. Hispanic print, but to a lesser degree than the airlines due to their lesser presence in the U.S.
Mexican retailers like Liverpool and Maseca are also dabbling in the Hispanic print market, although not at levels that are measurably notable.
Boutique Advertising:
Large companies such as airlines and banks aren’t the only ones getting in on the action. Papers like Diario de Mexico are filled with ads by small travel agencies and remittance processing companies offering low rates to Mexicans living in the U.S.
