MasterCard launches new U.S. Hispanic Marketing Campaign.

This month, MasterCard launched an integrated Hispanic marketing campaign featuring a 30-second Priceless television execution entitled, ‘Luchador.’ Additionally, the brand re-launched mastercardenespanol.com, its Spanish language U.S. consumer website.

Luchador follows a Hispanic wrestler, leveraging the Mexican tradition of Lucha Libre wrestling, as he utilizes his credit and debit MasterCard cards to pay for beauty services that keep the retro icon‚s style current. Luchador hit the airwaves across the country on Hispanic television in 11 key U.S. markets where there is the highest concentration of Hispanic consumers: Chicago; Dallas; Harlingen, Tex.; Houston; Los Angeles; Miami; New York; Phoenix; Sacramento; San Antonio; and San Francisco. The brand will also make use of radio and on-line advertising to extend the campaign across relevant channels.

Additionally, MasterCard revamped its website mastercardenespanol.com, improving its functionality and content to better appeal to Hispanic consumers. The new site offers a culturally-relevant online financial destination for U.S. Hispanics and provides information on MasterCard products and services. The site features information on why MasterCard is a better way to pay than cash; tips on building credit history and managing finances; as well as video content from media partner Univision.

“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.”

Creative for the MasterCard Priceless campaign is handled by McCann Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Tim Dillingham, SVP, Creative Director; Mark Gonzalez, Creative Director; Greg Lotus, SVP, Executive Producer.