JPMorgan Chase launches multicultural marketing campaign tailored to Hispanic consumers
NEW YORK, November 25, 2002 – J.P. Morgan Chase & Co. (NYSE: JPM) today announced the details of a new print, television and out-of-home advertising campaign directed to Hispanics who are current and potential customers of JPMorgan Chase Bank. The campaign relays "important and culturally relevant messages" specifically developed for this audience while showcasing the Chase brand, as well as its broad array of product offerings.
Spanish-language television ads designed to reach out and offer aspects of a strong banking relationship between Chase and Hispanics already have begun appearing on cable outlets in the New York metropolitan area market and in two Texas markets with the bulk of the campaign's ads premiering now through February 2003 in Hispanic newspapers, regional Spanish-language magazines and on outdoor signage. Overall, the campaign presents Hispanics achieving milestones in their lives, such as getting married, going for a MBA, or expanding a business, and the role Chase can play in helping them achieve their goals.
"We are very excited to launch this campaign, which was designed start to finish with the Latino-American community in mind," said David S. Nolan, Senior Vice President, JPMorgan Chase. "Our goal is to communicate important financial messages in a manner that is relevant and resonates culturally with Hispanic consumers while highlighting the benefits of a relationship with Chase." AD Rendon Communications, Inc., a New York-based minority-owned agency, was engaged by JPMorgan Chase to produce this multicultural marketing campaign.
The campaign presents Hispanics striving to improve their lives in the United States and features various profiles, including a young couple getting engaged and looking forward to their future; an architect who is able to expand his business due to Chase's product offerings and expertise; and a young woman purchasing her own automobile. Chase has an extensive branch and ATM network in four states – New York, New Jersey, Connecticut and Texas – as well as national auto, card and mortgage franchises.
Two television commercials premiered in mid-November on Telemundo, Telefutura, Galavision, and Univision in the New York market as well as in Houston and Dallas. These television ads will run through mid-February.
Print advertisements will begin appearing in Hispanic newspapers like El Diario de La Prensa, Hoy, La Semana and La Estrella in specific markets in the New York market and Texas now through December, along with outdoor advertising in the New York market, New Jersey and Texas. A series of ads are scheduled to appear in the following magazine outlets in January and February 2003: Hispanic Business, Hispanic Magazine, and Latina.
J.P. Morgan Chase & Co. is a leading global financial services firm with assets of $742 billion and operations in more than 50 countries. The firm is a leader in investment banking, asset management, private banking, private equity, custody and transaction services, and retail and middle market financial services. A component of the Dow Jones Industrial Average, JPMorgan Chase is headquartered in New York and serves more than 30 million consumer customers and the world's most prominent corporate, institutional and government clients.