Univision Communications and MasterCard have partnered with a music artist-Mexican pop singer Paty Cantu-to be the new face of Univision's MasterCard Prepaid Card and also, to appear on a series of spots for MasterCard's "Priceless" campaign.
The deal includes multiple TV and online vignettes/spots that show Cantu using her prepaid card, which is specifically designed for the Latin market, in multiple situations. Those vignettes can already be seen on different Univision platforms. By using the card, cardholders will have access to exclusive content surrounding Cantu, including concert video footage and music downloads. The campaign will run through February 2012, and will support Cantu's first U.S. Concert tour this Fall, which will include three MasterCard sponsored concerts. The Cantu radio and TV spots for MasterCard's "Priceless" campaign will begin airing in mid June.
Choosing Cantu for such a massive and visible promotional/advertising campaign is unusual because she is not a major established artist and doesn't have a sales history in the U.S., where the campaign is being developed.
Cantu used to be one half of the duo LU, signed to Warner Music, and then launched a solo career in 2009. Her second album, "Afortunadamente no eres tu," was released in July 2010 in both the U.S. And Mexico. Although her sales in the U.S. have been negligible, Cantu is regarded as one of Mexico's promising new acts-she has over 200,000 followers on twitter and over 300,000 likes on facebook--and there, the album, out on EMI, has spent 31 weeks on Amprofon's Top 100 chart.
"MasterCard really believes in investing in new talent," says Luana Pagani, the U.S. Partner for Seitrack, Cantu's management company. In fact, the deal with MasterCard stemmed from an initial conversation with Univision Radio to include Cantu in some showcases around the country. It then developed into a more complex agreement, and finally, the incorporation of Cantu into MasterCard's signature "Priceless" campaign.
Aside from continuing the promotion of "Afortunadamente," EMI will release a deluxe edition of the album in August, prior to the launch of Cantu's tour, produced by Seitrack.