"Confia en Ti. Confia en Chase." (Believe in yourself. Believe in Chase.) That's the motto being presented to the burgeoning Hispanic market by Chase Card Services.
The Hispanic market is America's fastest growing and largest ethnic market, with an estimated population in the U.S. of 43.5 million, which is 15 percent of the total U.S. population. By 2010 it is estimated to reach 48 million by the U.S. Census Bureau.
"The Hispanic market is a very sizable market that is growing, and it's a market that has been traditionally underserved from a financial perspective," said Kimberly Mesa, senior marketing manager for Chase Card Services. "Chase wants to be in the forefront of providing those types of services to these consumers. We thought it was the right time to make our brand known and relevant to this growing segment."
This should pay great benefits for Chase as under 45 percent of 
Hispanics in the U.S. have credit cards. With buying power expected to reach $1 trillion by 2010, this is a market that no one can afford to neglect.
While they will offer ads on Hispanic television like Univision, Telemundo, Telefutura and Galavision; their online efforts will entail AOL Latino, MSN Latino, Terra Online and Univision online.
One thing to keep in mind in reference to the Hispanic market, is that a huge portion of it also prefers their information in English. This doesn't mean we shouldn't offer ads and marketing messages in Spanish, but to realize that there are two different languages to consider.
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