PacifiCare $2M Ad Campaign To Target Latino Subscribers
By Vita Reed
Cypress-based PacifiCare Health Systems Inc. says it’s searching for an agency to create a $2 million advertising and marketing campaign aimed at Latino consumers.
PacifiCare, which recently launched a Latino health initiative, has retained Select Resources International, a West Hollywood-based consulting firm, to help it find an agency for the Hispanic campaign.
Proposal requests were sent to at least 10 undisclosed Latino advertising agencies, most of which are in Southern California, according to AdWeek, a trade magazine.
Responses are due this month; three or four finalists will make presentations in early November, and a decision is expected soon afterward. PacifiCare spends about $20 million on general-market advertising, according to AdWeek.
The campaign marks the first time PacifiCare has specifically targeted Latinos for advertising.
In January, PacifiCare consolidated its advertising account at W.B. Doner & Co.’s Newport Beach office. The health services company previously used more than a dozen agencies for various projects. W.B. Doner doesn’t have a unit for Hispanic advertising.
PacifiCare is looking for an agency that can develop marketing for creative, media and community relations projects.
PacifiCare has some 3.3 million members, but doesn’t keep statistics about subscribers of Hispanic origin. The company says that 20 million Latinos live in the eight states where the company operates, accounting for 26% of those states’ total population.
The company launched its Latino Health Solutions plan in September. The program targets health conditions that heavily affect Hispanics, such as diabetes and cardiovascular disease.
,Vita Reed
