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.” The brand also 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. 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.