SAN FRANCISCO -
Patelco's "multi-disciplinary" campaign is to run through Dec. 22.
The credit union hired Luis Echegoyen, long-time television news anchor of Univision in San Francisco, not only to speak to the benefits of membership in Patelco, but also to promote its new remittance product. Patelco said Echegoyen will be used in radio ads, while POS, collateral and events marketing efforts will support the campaign.
Patelco noted that Echegoyen, a long-time PCU member, has been a household name in San Francisco for decades, and that he will help bring it credibility, trust and brand awareness.
The $4-billion Patelco, which has 36 branches in California and one in Illinois, said it has partnered its "Envios a Casa" product with more than 7,500 paying agents in Mexico and Latin America. There are no fees as long as the member has a Patelco savings or checking account.
In a released statement, Carol Highton, Patelco's chief of strategic innovation, noted that 25% of the Bay Area's population is Latino, and the credit union needs to reach out to new membership segments.
