Union Bank of California Launches New Hispanic Ad Campaign.

In an ongoing effort to expand its market share among the largest minority group in the U.S., Union Bank of California, N.A. launched its new advertising campaign in California where one out of every three persons is Hispanic.

The in-language campaign, which includes radio, print and outdoor advertising, targets Hispanics between 25 and 54 years of age who are Spanish dominant. The new ads will be heard or seen from now until the end of 2003 in the Los Angeles, Orange and San Diego counties.

“Customers don’t want to be treated like a number at their bank. They want personalized service and customized solutions to help them achieve their financial goals,” said Rossina Gallegos, vice president and Hispanic segment manager for Union Bank’s emerging markets administration. “The new advertising reaffirms our commitment to offer the best customer service and help our customers grow financially. It also conveys our belief that banking is a relationship and reminds our customers we value them and have a personal investment in their success.”

The Spanish-language campaign is an adaptation by Wing Latino Group of the bank’s new “invest in you” campaign launched earlier in the year.

Union Bank attempts to differentiate itself from the competition through the campaign and to get the market to identify with the characters portrayed in the ads, Manuel, a doctor, Lizet, a teacher, and Ricardo, a tailor shop owner, among others. The slogan “invierte en ti” (invest in you) conveys the bank’s promise of superior, personalized service to all its customers.

“Highlighting the importance of mutually beneficial banking relationships was a key strategy for the brand. The faces and voices of the characters bring the messages to life with warmth and memorability,” said Lois Mosgrove, account director for WLG. “More importantly, the ads deliver these messages in an effective and culturally sensitive way.”