LOS ANGELES - First Interstate Bancorp has launched a Spanish- language marketing and communications campaign, including television and radio ads and product literature, throughout its 13-state territory.
The bank is using the slogan "Cumpliendo con Usted," which translates roughly as "meeting your needs" or "keeping our promise," to convey its commitment to the Hispanic market.
In a similar move, BankAmerica Corp. recently launched a comprehensive Spanish-language campaign called "Cerca di Ti," meaning "close to you."
"Our goal is to make First Interstate Bank the bank of choice to the rapidly growing Hispanic community," said First Interstate Bancorp chairman and chief executive William E.B. Siart.
"We've pursued business for some time in the Hispanic community," Mr. Siart added. "But we're now making additional efforts to rev up our programs and make a permanent commitment to these customers and prospective customers who are so important to us not just now but for the future as the market continues to grow."
Spanish-language television commercials, which feature Hispanic customers and employees, have been airing on 21 stations in 14 communities with large Hispanic populations. Radio ads begin airing on 26 stations Sept. 25.