USA: Hyundai launches ad campaign for Hispanics

Hyundai has commenced an advertising campaign targeted towards Hispanic buyers in the United States. Led by Patricia Romero, national manager of multicultural marketing, the campaign is dubbed "Descubrelo tu mismo" (Discover it for Yourself).

According to Advertising Age, Hyundai has a 2.7 percent share of Hispanic car sales in the United States.

"Often Hispanic campaigns are direct (translations), with no Hispanic insights and just adapted language-wise," Romero recently told Advertising Age.

The campaign incorporates a television spot and a special Spanish-language website that highlights Hyundai's commitment to safety, reliability, and design.

[Source: Red Orbit]