Amscot Financial launches first multi-ethnic, bilingual Hispanic campaign, spearheaded by G ADMarketing Communications

MIAMI, June 10, 2013 /PRNewswire/ -- Amscot Financial launches its first multi-ethnic, bilingual Hispanic campaign. The broadcast campaign, spearheaded by G ADMarketing Communications, will air across the largest Hispanic DMAs in Florida -- Miami-Dade, Orlando and Tampa, beginning in early June.

(Logo: http://photos.prnewswire.com/prnh/20060316/FLAMSCOTLOGO)

"Amscot understands the consumer's need for a conveniently located, reliable financial service provider that is sensitive to their daily financial routines," said Ian McKechnie, Amscot founder and CEO.

The radio and television spots aim to introduce an executional approach that reflects the inclusive, multicultural and bilingual makeup of the Amscot Financial brand which services everyone from small business owners to busy families to savvy young adults. Also, the multi-ethnic approach directly addresses the vast cultural distinctions throughout the target markets. A Florida Trend article points to the state's Hispanic breakdown as 6.5 percent Cuban, 4.5 percent Puerto Rican, 3.3 percent Mexican and 0.7 percent Nicaraguan.

Using a recent PEW study as a model, one that found over half of Latinos (51 percent) describe themselves through their family's country of origin rather than through a pan-ethnic term like Latino or Hispanic and less than one-quarter (24 percent) of Hispanics use "Latino" or "Hispanic" to describe themselves.  G AD team's strategic plan was to establish a brand tone that is authentic, trusting, familial and respectful of its diverse marketplace.

"The campaign communicates Amscot's sensitivity to the full, busy lifestyle of its Hispanic audience by providing a full array of product and service offerings within a respectful and friendly environment, to ensure its customers the financial accessibility, convenience, flexibility and mobility they need," said Gabriela Alcantara-Diaz, Founder and President of G ADMarketing Communications.

About Amscot Financial

Headquartered in Tampa, Fla., Amscot Financial is a leading provider of convenient, consumer-oriented financial services, including check cashing, bill payment, money transfers, cash advances and money orders through its business division, Amscot International Money Order Company.  Amscot also offers the Amscot Prepaid MasterCard®, a pre-paid debit card that enables owners to make purchases from any location that accepts MasterCard. Amscot Financial currently operates more than 200 retail financial service centers throughout Florida and employs more than 2,000 employees. Amscot Financial has been recognized by the Tampa Bay Business Journal as one of Tampa Bay's Best Places to Work for five years. For additional information, please visit the company's website at www.amscot.com.

About G ADMarketing Communications

Based in Miami, G ADMarketing Communications is a strategic marketing firm whose mission is to build consumer brand relationships that ultimately enrich Hispanic Middle America. Founder and President, Gabriela Alcántara-Díaz, was instrumental in solidifying brand leadership for Fortune 100 retailer Publix Super Markets, Birds Eye, Bellsouth/ATT's The Real Yellow Pages, Johnnie Walker Black Label and Dolphin Mall-Taubman Centers.

SOURCE Amscot Financial