Hispanic promotion from Mastercard

An integrated Hispanic marketing campaign was started by MasterCard this month. The campaign is arranged in the form of 30-second Priceless television execution entitled, “Luchador.”

In the trailer Luchador, which is a Hispanic wrestler adopted from the Mexican tradition of Lucha Libre wrestling, uses his credit and debit MasterCard cards to pay for beauty services that keep the retro icon’s style current. The commercial is being broadcasted by Hispanic television in 11 key U.S. markets with the highest concentration of Hispanic consumers: Chicago; Dallas; Harlingen, Tex.; Houston; Los Angeles; Miami; New York; Phoenix; Sacramento; San Antonio; and San Francisco.

In addition MasterCard updated its website mastercardenespanol.com, enhancing its functionality and content to better appeal to Hispanic consumers. On the site Hispanic population of the US may find the information on MasterCard products and services. The site was designed to offer a culturally-relevant online financial destination for U.S. Hispanics.

“Hispanics comprise the fastest growing population in the U.S. and as a brand it is important for us to develop a genuine connection with them,” said Chris Jogis, Vice President, US Brand Development, MasterCard Worldwide. “According to MasterCard research, 75 percent of Hispanics say that cash is their preferred method of payment. We would like to provide Hispanics with information on the benefits of credit and debit MasterCard for their everyday purchases, from convenience and earning rewards to building credit scores and record keeping.”