Target to Focus on Hispanics, Air Four Spots During Latin Music Awards
Target wants to show off its Spanish to Hispanic customers. The 1,790-unit retailer will air four 30-second spots as part of its “Lúcete A Tu Manera,” which translates to “Show off your way,” campaign during the Billboard Latin Music Awards on April 28.
“Our guest is increasingly millennial and increasingly multicultural,” said Rick Gomez, senior VP-marketing at Target. “We are investing more and insuring that our marketing reflects the changing consumer, which is also increasingly Hispanic.”
Indeed the Minneapolis-based retailer is ramping up its Hispanic marketing dollars and will spend 20% more this year than last year, according to a spokeswoman. In 2014, the company spent $55.5 million, or roughly 8% of its total spend for the year, on Hispanic U.S. measured media, according to the Ad Age Datacenter.