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TurboTax Launches 2017 Hispanic Marketing Campaign
Campaign Empowers Latinos to Take Charge of Their Finances
SAN DIEGO – Jan. 30, 2017 – TurboTax®, the nation’s leading preparer of federal tax returns from Intuit Inc. (Nasdaq: INTU), is launching a new, integrated marketing campaign developed to empower the Latino community to take charge of their finances, starting with their taxes. The campaign includes television and digital advertising, media integrations, community events, influencer engagement and social media activations that showcase how Latinos can benefit from the simple, step-by-step guidance and expert help on-demand offered by TurboTax.
The campaign, “Relájate, Tienes TurboTax,” (Relax, There’s TurboTax) began in early January with Spanish language television spots featuring actress Karla Souza and retired baseball player David Ortiz. The ads demonstrate that with TurboTax, taxpayers are in charge, but not alone, as they prepare their taxes. That’s because only TurboTax includes SmartLook™, providing customers in-product access to a live, one-way video connection to a bi-lingual TurboTax expert or credentialed certified public accountant or enrolled agent, to get real-time, personalized answers. The spots, running on Univision, Telemundo and Azteca America among others, will air through the end of the tax season.
“The Latino community continues to grow in size and influence, and we are committed to doing more to educate and engage Latinos in meaningful and culturally relevant forums,” said Greg Johnson, senior vice president of marketing for TurboTax. “We are proactively engaging Latinos, in their language of choice, using trusted platforms and recognizable faces to break down barriers. Our combined efforts work to address lower comfort with the U.S. tax system, unfamiliarity with tax software and fear of being alone using TurboTax, while building trust and confidence in their own ability to take control of their finances and taxes.”
Supporting national TV advertising is a multi-channel, integrated effort that builds on new and existing relationships within the Latino community, including:
- An educational community events series featuring financial expert and TurboTax spokesperson Orlando Montiel. Themed “Paraiso Financiero,” the events are designed to help Latinos learn more about taxes in a relaxed, friendly and comfortable atmosphere.
- TurboTax also continues its established relationship with lifestyle expert and blogger Marines Duarte. Additionally, TV personalities Gaby Natale and Andrea Minski, YouTubers Los Pichy Boys and Mexican Gueys, as well as bloggers Carmen Melgoza, Gustavo Gutierrez and Paula Bendfeldt-Diaz and tech entrepreneur Monica Taher are working with TurboTax to help educate and engage the Latino community about taxes and the impact taxes have on their financial lives.
- TurboTax has joined #WeAllGrow Summit for the second consecutive year to empower and help support the event’s vision of elevating the Latino influencer community, while celebrating diversity.
- The Latino community will have access to information, tips and best practices through key media integrations in their most beloved Spanish-language programming. These include Univision’s “Despierta América” and Telemundo’s “Don Francisco Te Invita”, among others.
Consumers are invited to join the conversation on social media and share their tax experience using the hashtag #ConTurboTaxPuedes throughout tax season.
About Intuit Inc.
Intuit Inc. creates business and financial management solutions that simplify the business of life for small businesses, consumers and accounting professionals.
Its flagship products and services include QuickBooks® and TurboTax®, which make it easier to manage small businesses and tax preparation and filing. Mint provides a fresh, easy and intelligent way for people to manage their money, while Intuit's ProConnect brand portfolio includes ProConnect Tax Online, ProSeries® and Lacerte®, the company's leading tax preparation offerings for professional accountants.
Founded in 1983, Intuit had revenue of $4.7 billion in its fiscal year 2016. The company has approximately 7,900 employees with major offices in the United States, Canada, the United Kingdom, India, Australia and other locations. More information can be found at www.intuit.com.