SAN FRANCISCO – Visa USA has announced an advertising program designed to heighten the use of its check card among Hispanic consumers. Visa check card is its debit product with which cardholders use their signatures to validate their transactions. "The Hispanic market represents a $653 billion opportunity for Visa and our issuers," said Stacey Pinkerd, senior vice president, consumer debit products, Visa USA. "To help Visa issuers grow their check card volume, we have designed a campaign that not only bolsters our advertising but provides customizable resources for them." Visa USA's research also showed that more than 30% of Hispanics carrying an offline debit card cited the Visa check card as the first payment card they were ever issued in their own name. "There is a tremendous opportunity for Visa Issuers to capitalize on the brand loyalty that exists with Hispanic check card users. Through Visa and member marketing efforts, we anticipate seeing continued growth in this segment," added Pinkerd. The new marketing campaign features Spanish-language national and local television, print and radio advertisements promoting the security and convenience of the Visa check card over cash and checks.