Banco Popular First Hispanic Institutional Campaign.

Celebrating its 40th anniversary of serving customers in the United States, Banco Popular North America (BPNA) will be featuring 30 customers in its first institutional advertising campaign in the United States to be filmed in Miami, Florida. This multi-million dollar bi-lingual campaign is expected to break later this spring.

“Until now, all our advertising campaigns have been product driven. We felt that the timing was right for us to launch this institutional campaign to further strengthen our brand in the communities we serve,” said Ricardo Parlade, senior vice president of marketing and advertising, BPNA. “And, after conducting extensive focus groups which confirmed that BPNA has a very strong appeal within our communities, it seemed natural for us to showcase our customers in the campaign.”

Created by The Bravo Group, the campaign’s theme, “Popularity”, was developed to extend the Bank’s brand, “Popular” and further position the bank as “the bank for everyone, where everyone knows you and helps you achieve your dreams.” It will highlight other BPNA attributes such as flexibility, personalized service, competitive rates, and a bank that is for the people and has a history of providing superior service to minorities and small businesses. The campaign will include bi-lingual executions in print, radio, television and outdoor and is expected to appear in all BPNA markets later this spring.

The 30 customers who volunteered for the effort represent a cross section of customers from all backgrounds and represent BPNA regions across the United States, California, Texas, Illinois, New York, New Jersey and Florida. BPNA will fly all customers to Miami to participate in a series of castings and final commercial shoot. The customers were nominated by each regional BPNA office and represent a cross section of their client base such as new and long-time customers, commercial and consumer clients, and of course representing a diverse cultural background.

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