MULTI-CULTURAL

NEW JERSEY'S HEARTLAND

When Masterpiece created the entity of New Jersey’s Heartland (NJ Heartland) and positioned it, a catalyst for real change was also created.

Through further research, it was discovered that the Latino population living and working in the Southern New Jersey region had grown significantly. To engage this specific demographic group and speak with them directly, Masterpiece customized its campaign. A Spanish version of the NJ Heartland website was also built to allow for even greater ease of use by the demographic to access all the valuable information of the surrounding home – the New Jersey’s Heartland.

Initially based in a grassroots effort, Masterpiece strategically reached out to the Latino community, including business owners in the area, to formally be designated as part of New Jersey’s Heartland. By building brand awareness and brand image through a targeted digital campaign, Masterpiece further developed the relationship between NJ Heartland, the Latino population and multicultural businesses in the region, effectively reaching its multicultural stakeholders.