MasterCard is launching a Hispanic marketing and education initiative promoting the use of its debit and pre-paid products. The MasterCard pitch includes a new 30-second Spanish-language "Priceless" commercial, "Quebradita," which focuses on how consumers can better manage money through the use of debit and prepaid cards
McCann Erickson, New York, handled creative development. The commercial will be shown in 11 key U.S. Hispanic markets in California, Texas, Florida, Arizona, New York and Illinois. In addition to TV, MasterCard is using Spanish-language radio ads, as well as out-of-home and online advertising.
MasterCard is also working in partnership with the Hispanic Heritage Foundation, sponsor of the Hispanic Heritage Awards and Hispanic Heritage Youth Awards, and Spanish-language media company Univision, which will draw upon its on-air talent to create a financial education series.
7Up has launched "7 Dias de Sevenisima”. Between now and Aug. 2, consumers can nominate a friend or family member for a chance to win "seven days of natural living for the whole family" by submitting a photo showing the person "living the Sevenisima lifestyle" and drinking a 7Up.
Singer/actress Denise Gonzalez will perform a song titled "Sevenisima" in Spanish-language commercials shown exclusively on Telemundo. Gonzalez is also featured on the Sevenisima campaign's Web site and will make appearances at local market events.
Contest nominations may be made online at Sevenisima.com or at retail events in Chicago, Dallas, Houston, Los Angeles, Phoenix, San Antonio, New York and Miami.
- Time Warner Cable
Time Warner Cable of New York launched El Paquetazo, a digital video package designed to appeal to a wide audience of New York City's Latino residents.
The package combines more than 40 Spanish-language channels with more than 80 English-language networks for $35 a month. El Paquetazo also includes 18 high-def channels in the sports, news and music genres.
The package offers more than two dozen broadcast channels like WCBS, WNBC and WABC, as well as Spanish-language news channels WXTV Univision and WNJU Telemundo. In the sports tier, ESPN News and Fox Soccer channel are also part of the package alongside ESPN Deportes and Fox Sports Espanol. El Paquetazo also offers some religious, educational, young adult, music and movie channels. Media buying and planning is done by New York based Hispanic Advertising Agency Vidal Partnership.
- Novartis – D Expósito & Partners
D expósito & Partners, LLC and Novartis Consumer Health, Inc. (formerly a client of CMS Partners, a company that was acquired by d expósito & Partners, LLC) have parted ways.
“We recognize with gratitude the trust placed on us back in 2005,” said Fernando Fernández, a partner at d expósito & Partners. “After these years of working together we have decided to amicably end our business relationship.”
- CMN – Billboard
The Latin music and entertainment companies from the U.S. and Latin America, Cardenas Marketing Network (CMN) and Billboard, have joined forces to present a series of Latin music concerts beginning next year. These consumer events will be held at intimate venues in five top U.S. Hispanic markets such as Miami, Los Angeles, Chicago, New York and Houston, leading up to the 2010 Billboard Latin Music Awards.
- Banco Azteca
Bloomberg reports that the bank controlled by the Salinas Group, owned by Mexico’s Salinas family, said that the financial crisis offers the bank a chance to enter the U.S. market and lure Hispanic customers. The bank is considering bringing its core products — money transfers, loans of less than $300 and life insurance for $4 a week — to California, Salinas said in an interview yesterday in San Diego.
- Clear Channel Chicago Station switches to Spanish; New Website
Chicago’s WNUA, a pioneer 22 years ago with the adult-contemporary format that blended pop instrumentals and jazz influences, is poised to become a Spanish-language station (hot adult contemporary format). The station switched last Friday morning. The new Chicago station branding will be Mega 95.5, and it will be available online through Mega955.com. 5,000 successive songs from the new format will be played over the next two weeks as an introduction before regular Mega 95.5 programming begins. Clear Channel has yet to name the station's personalities. It will not be an inexpensive switch for Clear Channel, which is hiring about 25 new bilingual employees, including on-air talent, a programmer and a sales staff. But other numbers favor the move. Since 2004, when Clear Channel Radio announced an initiative led by Alfredo Alonso, its senior vice president of Hispanic Radio, the company has expanded the programming and availability of Spanish-language programming and formats on stations in 20 markets. (more information in this Chicago Tribune article).
- Tripwolf New Spanish-language website
The free online travel guide tripwolf is now available in Spanish. tripwolf.com, a travel guide of the next generation, started in June 2008 in German and English, followed by versions in French, Italian and is now available in Spanish. The platform allows user to interact: they can upload photos, write blog posts, find reviews, and give tips and ratings to the community.
Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).