Mastercard targets Hispanic audience with integrated marketing campaign

PURCHASE, NY: Mastercard Worldwide has partnered with Univision, the Hispanic Heritage Foundation, and other organizations for a consumer education campaign targeting the US Hispanic market.

PURCHASE, NY: Mastercard Worldwide has partnered with Univision, the Hispanic Heritage Foundation and other organizations for a consumer education campaign targeting the US Hispanic market. Consumer education is the grassroots part of an integrated marketing initiative that was announced on May 18 and will focus on Mastercard's debit and prepaid products.

Slated to run through 2009, the campaign will also include a commercial that features the popular dance, the quebradita, which means “little break.”

Dates and locations for the events have yet to be determined, however they will take place in several cities nationwide with large Hispanic populations, such as New York, Miami, and Los Angeles, according to Tristan Jordan, Mastercard's business leader for US markets communications.

Mastercard's partnership with Univision ties into the Spanish-language media company's existing outreach program, Cuentas Claras (Clear Finances), which teaches event participants about managing their finances. New events via Mastercard's partnership with the Hispanic Heritage Foundation and other organizations will provide similar information. Mastercard is also building out its Spanish-language Web site, mastercardenespanol.com, to include information about prepaid cards, Jordan said.

The Hispanic population typically uses cash for transactions, he added. Debit and prepaid products provide an alternative.

“This campaign is about introducing the benefits of our products to a customer demographic that relies heavily on one of our competitors, which is cash,” said Jordan. “These products in particular are well-suited to replace cash. If you lose this card, money can be replaced [and] you can track spending in an efficient way. These are benefits that we want to speak to the US Hispanic community [about].”

Taylor PR is helping Mastercard with media outreach around the campaign. They are targeting Hispanic business publications, such as Hispanic Market Weekly, marketing publications such as AdWeek, mainstream media outlets, and banking publications, such as American Banker.

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