Bealls will launch ads in Spanish. Sarasota firm will develop ads for the Florida retailer for radio.

“Starting this fall, new radio ads for retail chain Bealls will tell shoppers to “vive el estilo de la Florida.”

The new Spanish language ads are more than a rough translation of the company’s familiar “live the Florida lifestyle” tagline. They’re an attempt to reach out to the state’s growing Latino population, a group wielding more spending power than ever and one sought after by retailers selling everything from groceries to cell phones.”

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