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Tampa Bay-Lakeland
Business Observer Monday, Jun. 10, 2013 7 years ago

Amscot targets Hispanic market for expansion

Amscot Financial selects Publix's Hispanic marketing agency for its South Florida expansion.

TAMPA — Amscot Financial has hired Miami-based G ADMarketing Communications to debut the company's first standalone multi-ethnic, bilingual Hispanic campaign.

The move follows Amscot Financial's recent expansion into South Florida. Last year, the company expanded into Dade County. Now it has 20 stores there and its first store in Broward County. The company also plans to expand to West Palm Beach in the near future.

Previous Amscot Financial marketing campaigns have included Hispanics, but this deal calls for more marketing targeting Hispanics exclusively.

“This will still include the elements of the brand,” says Gabriela Alcántara-Díaz, founder and president of G ADMarketing Communications, “but this is about fine tuning the brand to give it more relevancy to the broader Hispanic market.”

The new campaign will go beyond just translating a general campaign, Alcántara-Díaz says.

The financial services firm is scheduled to launch its radio and television spots in its largest Hispanic markets, Miami-Dade, Orlando and Tampa, later this month.

G ADMarketing Communications has managed Publix's Hispanic marketing for the past 23 years.

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