• Fifth Third

Fifth Third Bank is expanding its Hispanic-focused marketing campaign to seven markets.

The campaign was soft-launched in Orlando, Fla., in April and the initial results have been positive, says Stacie Haas, the Cincinnati-based bank's vice president of public relations. The campaign will appear throughout the year in markets that are part of the bank's footprint: Orlando, Tampa, Ft. Myers and Naples, Fla.; Grand Rapids, Mich.; Indianapolis and Chicago.

The theme, "Las cosas que hacemos por los suenos" or "The Things We Do for Dreams," is a part of the bank's overall marketing strategy and vision, Haas says, adding: "We are adapting those universal messages for the specific Hispanic market, which includes translation into Spanish."

The campaign combines advertising, community programming and public relations efforts. The bank has had previous Hispanic-aimed marketing, "but this campaign is a more comprehensive and concentrated effort than in years past," Haas says. "Partnering with The Vox Collective has helped raise our visibility in this area."

The ads will run in radio, print, out of home and online in Spanish language media. Part of the campaign is a series of financial workshops and television vignettes providing tips on how to best handle one's finances during the current economic climate and beyond. A comprehensive public relations push will support all initiatives.


  • indiDenim

indiDenim a jeans brand for men and women announced the launch of a Spanish version of indiDenim online, in partnership with Consorte Media, a digital marketing company that connects brands with the diverse Hispanic market. The new site, http://tienechic.indidenim.com, allows Spanish speaking shoppers to personalize their denim shopping experience on the web — from cut, wash and rise, to pockets and stitch details.

"Our site allows consumers to design one-of-a-kind jeans to exact specifications and truly define their personal style.” said Marybeth Luber, CEO of indiDenim.


  • ESPN

ESPN announced that it would launch localized websites in Los Angeles, New York and Dallas within a year to showcase sports teams, including the Dodgers and Lakers, that draw legions of loyal fans. The rollout follows a successful pilot project in Chicago, which has generated a robust online audience in less than four months of operation.

The Walt Disney Co. network's strategy is to draw on its ESPN brand and vast resources — including its marquee "SportsCenter" show and its ESPN radio stations and personalities — to provide stories, analysis and game highlights that can be accessed online or with wireless devices such as cellphones.

"We can make a strong case for local advertisers and super-serve local sports fans," said Marc Horine, ESPN's vice president for digital partnerships, who has led the project.

ESPN is targeting the largest media markets, in which they also own a sports radio station. John Ireland, a talk show host on ESPN-AM (710) in Los Angeles, will also be featured on the website, but ESPN executives declined to say whether their most popular radio hosts, such as Colin Cowherd and morning duo Mike Golic and Mike Greenberg, would cross over.

"Having a 24/7 radio operation in these cities gives us a point of differentiation," John Kosner, general manager of ESPN Digital Media, said, adding that Los Angeles' large Latino population offered opportunities to expand ESPN's Spanish-language coverage. "We can bring something new to the equation, and sports fans will ultimately benefit."


  • Boost Mobile

Boost Mobile, a division of Sprint Corp., is teaming with Mexico's Club Deportivo Guadalajara (CD Guadalajara), a soccer team commonly known as Chivas, as the official wireless partner of its three city U.S. tour

The partnership was secured by Soccer United Marketing, which serves as Club Deportivo Guadalajara's commercial agent in the United States.  Boost Mobile continues to expand its Hispanic outreach by partnering with CD Guadalajara.

According to officials, at each game Boost Mobile will host "Zona Chivas". During the beginning hour of the event, the first 100 fans with a purchased ticket will engage in a multilevel experience where they have a chance to make a 5 minute international voice call to Mexico City, Guadalajara and Monterrey or use Boost's exclusive International Connect Walkie-Talkie service to walkie talkie to family and friends in Mexico and parts of South America, where service is available.


  • Humana

Health-plan members, insurance agents and brokers, healthcare providers and employers who consider Spanish their primary language can now access the latest unsecured content on Humana’s Web site. This includes Humana plans and products, health and wellness advice, company information, career opportunities, resources for providers and tools for insurance agents.

Humana introduced its expanded Spanish-language Web site – humana.com in September of last year. The move was part of “Nuestra Salud Humana”/“Our Human Health,” which is part of Humana’s new umbrella program to better serve Hispanic consumers.


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!).


Portada Staff

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