Car rental giant Enterprise has will debut is first advertising campaign targeted specifically at Hispanic markets later this month.
The 30-second ad has the tagline ‘Vamos Por Ti,’ or ‘We’ll Come for You,’ which will showcase Enterprise’s ‘We’ll Pick You Up’ service.
The ad storyline will have a humorous theme based around a family reunion.
The campaign will also be extended to radio and digital media.
The ad slots will be aired on Spanish language networks Telemundo and Univisión in six markets in Texas and New Mexico from March 16.
It may be expanded to other areas, said Lee Broughton, assistant vice president of Enterprise brand marketing for North America.
"We’re going after what we believe is a burgeoning demographic for the company," Broughton said.
"We really feel like we have an opportunity to build that demographic. We’re trying to ensure we have customer insights about the company and that the ads are not just about the company," he added.
