Chase, MasterCard and Telemundo are rolling out a financial education tour this week aimed at Hispanic consumers in five major U.S. markets.
The co-sponsored National Financial Education Tour will feature a MasterCard financial expert who will regularly appear on Telemundo’s “Cara Dia” show over the next two weeks, offering financial advice. Telemundo celebrities, including telenovella star Natalia Streignand, will help draw an audience.
The tour makes its first stop in Chicago today, Aug. 14, moving on to Dallas, Phoenix and San Jose before concluding in Houston on Aug. 20.
It’s a way of reaching the growing number of Hispanic consumers across the U.S. in a service-friendly way.
“We recognize the importance of the market in general,” said Sandro Oro, director, U.S. brand development for MasterCard. “But we look it as a way to deliver new and useful information what will be helpful to this new and growing segment.”
Local Telemundo stations will run spots promoting the evening tour events at Chase branches in all locations except San Jose. Chase will offer those attending the events the opportunity to apply for Chase MasterCards.
MasterCard’s “Cara Dia” segments focus on debt management, a subject area the company feels is particularly relevant for a growing immigrant population. MasterCard’s overall objective is to help make Hispanics financially literate, “so they can make wise decision as they acclimate to the environment of the U.S.,” Oro said.
The events will also drive awareness of the MasterCard En Espanol Web site, designed as an informational aid to Spanish-speaking consumers.
Both MasterCard and Chase are seeking to heighten their respective profiles among Hispanics.
MasterCard has supported the Hispanic College Fund over the last decade. Chase recently introduced Rapid Cash, to enable its U.S. customers to send money to family members in Mexico.
Chase is also working with Freddie Mac as exclusive sponsor of Telemundo’s mini-series “Nuestro Barrio” in certain markets.
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