Chase Expands Marketing to Hispanics

Chase Card Services is expanding its Hispanic marketing initiatives from only direct marketing to include Spanish-language ads on TV and online. It is also ramping up its direct mail, off-site programs such as soccer events, and events in local Chase branches.

The multi-million dollar campaign uses the tagline Confia en Ti. Confia en Chase (Believe in yourself. Believe in Chase.), writes DM News. By delivering credit card product advertising in Spanish, the company hopes to boost brand awareness and loyalty in the Hispanic market.

Hispanics are the nation’s largest and fastest-growing ethnic group, currently pegged at 43.5 million, or 15 percent of the U.S. population, according to the U.S. Census Bureau. That number is expected to reach 48 million by 2010, when purchasing power is projected to reach $1 trillion. Fewer than 45 percent of U.S. Hispanics have credit cards.

Spanish-language TV spots began airing Oct. 3 on Univision, Telemundo, Telefutura and Galavision. Online, the ads began running on AOL Latino, MSN Latino, Terra Online and Univision online.