Target to Focus on Hispanics, Air Four Spots During Latin Music Awards

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.

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