Target (NYSE:TGT) is expanding its marketing reach with Hispanics with a new campaign set to air during the Billboard Latin Music Awards on April 28. It's part of the retailer's overall efforts to make inroads with this consumer group.
"Our guest is increasingly millennial and increasingly multicultural," Rick Gomez, senior VP-marketing at Target, told Ad Age. "We are investing more and insuring that our marketing reflects the changing consumer, which is also increasingly Hispanic."
The retailer is increasing its spending on Hispanic marketing by 20 percent. Last year it spent roughly $55.5 million, or 8 percent of its total budget, according to Ad Age Datacenter.
Target has been a sponsor of the awards show for more than 10 years, but this new campaign is designed specifically for the program and focuses on style – one of the retailer's five key categories for investment.
The campaign features Latin influencers including Carmen Carrera and Rita Moreno.
"What's really powerful about this campaign is that it speaks to what beauty is all about – self-expression, individuality and creativity," said Gomez. "It's a big idea that'll be appealing to our Latina guest and others."
Target has also created campaigns around Hispanic cultural events, including one for Día del Niño, a holiday in Mexico to celebrate children.
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