News (Noticias) Tagged ‘advertising campaign’

J. C. Penney Company, Inc. has launched a new Spanish-language Christmas marketing campaign, inviting its Hispanic customers to celebrate the joy of giving with JCPenney this season. Highlighting JCPenney’s desirable and affordable gift assortment, the campaign features a 30-second broadcast spot, “Joy Cartoons,” along with a series of television vignettes designed exclusively with the top two Spanish-language networks in the country — Univision and Telemundo — as well as a television special on Univision in which JCPenney helps to make Christmas wishes come true this season.
“Through our unique partnerships, our marketing campaign helps to bring the joy of giving to life for our Hispanic customers, while showcasing the great value in shopping at JCPenney this season: great style, lasting quality and very affordable prices that makes sense for them and their family,” said Mike Boylson, chief marketing officer for JCPenney. “With help from JCPenney, customers are sure to find a memorable gift they can feel proud to give.”
– “Joy Cartoons:” The campaign will include a 30-second television spot, “Joy Cartoons,” which focuses on a family’s joyous emotions as they exchange Christmas gifts. The spot will air in all major Spanish-language Hispanic market networks.
– Univision Partnership: JCPenney’s partnership with Univision Network includes a series of gift-giving vignettes titled “Avalancha,” starring Univision television personality Carlos Calderon and the 2008 winner of “Nuestra Belleza Latina” (”Our Latin Beauty”) Melissa Marty, and highlights an array of affordable gifts that fit everyone’s budget this season. The partnership also includes an interactive microsite and online sweepstakes titled “Avalancha de Regalos Navidenos,” which will debut in time for Thanksgiving providing customers an opportunity to win hundreds of dollars in JCPenney gifts. Furthermore, the partnership allows for product integration within Univision shows such as “Cristina Sonando Contigo” (”Cristina’s Dreaming With You”) and “Despierta America” (”Wake Up America”), as well as a star-studded JCPenney-sponsored television special.
– Telemundo Partnership: The Telemundo partnership features two 30-second Telemundo-produced vignettes with actress, Natalia Streignard and popular telenovela actress Catherine Siachoque who currently stars in the popular soap opera, “Sin Senos no hay Paraiso.” The vignettes highlight how Christmas is a special holiday to celebrate with family and how everyone can be a smart shopper and purchase gifts for the entire family at very affordable prices this season at JCPenney.
– “JCPenney Presenta: Un Regalo Navideno” Television Special: Continuing the spirit of the season, a JCPenney-sponsored television special “JCPenney Presenta: Un Regalo Navideno,” airing nationally on the Univision Network November 28 at 9pm CT, will feature popular Latin musical artists Pedro Fernandez, Angelica Maria and her daughter Angelica Vale, Ricardo Montaner and Pee Wee, a young up-and-coming solo artist and past member of the band Kumbia Kings. As part of the special, JCPenney will celebrate the joy of giving by granting a wish for one special girl to meet her ultimate idol, Pee Wee, and also award three deserving Hispanic families with a Christmas wish come true.
To find out more information on JCPenney Hispanic marketing campaign components and view JCPenney merchandise visit jcpenney.com/ofertas.
For further information contact:
The Vidal Partnership; Veronica Rodriguez, 646-356-6685, vrodriguez@vidalpartnership.com “

MillerCoors has unveiled its 2008 Líderes advertising campaign to recognize and honor the work of 13 Hispanic leaders across the country. The print advertisements will be placed in local and national Latino publications beginning in October and running throughout 2009.

“The 2008 Líderes featured in the print ads are a diverse group of respected community leaders and MillerCoors is proud to highlight their achievements. They truly serve as an inspiration and an example of what one person’s dedication can accomplish,” Joedis Avila, Multicultural Relations Manager for MillerCoors, said. “We are committed to facilitating the development of Latino leaders by providing leadership tools that benefit the Hispanic community.” Avila noted that the Líderes program celebrates and supports national and local leaders within the Hispanic community and facilitates and provides leadership tools (scholarships, training, sponsorships and economic development) that foster the development and advancement of all communities, in particular the U.S. Latino community.

The individuals chosen for the 2008 Líderes program were selected for their leadership and desire to make a difference in their communities. These individuals, ranging from national figures to individuals who are driving forces in their local community, were nominated by MillerCoors’ Hispanic partner organizations. The 2008 Líderes are the following:

* Jessica Aerni, The Latina Chamber, Denver, Colo.
* Esther Aguilera, Congressional Hispanic Caucus Institute, Washington, D.C.
* Dino T. Barajas, Los Angeles Regional Food Bank, Los Angeles, Calif.
* Lupe Barrera, National Latino Peace Officers Association, Los Angeles, Calif.
* Juana Bordas, Mestiza Leadership Institute, Denver, Colo.
* Victor Capellan, Dominican American National Round Table, Brooklyn, N.Y.
* Roberto and Betty Cordova, League of United Latin American Citizens, Greeley, Colo.
* Guarione Diaz, Cuban American National Council, Miami, Fla.
* Antonio R. Flores, Ph.D., Hispanic Association of Colleges and Universities, San Antonio, Texas
* Octavio A. Hinojosa Mier, Congressional Hispanic Leadership Institute, Washington, D.C.
* Madelyn Lugo, National Puertorican Day Parade, New York, N.Y.
* Melissa Quesada, National Puertorican Day Parade, New York, N.Y.
* Florencia Velasco Fortner, Dallas Concilio, Dallas, Texas

Antonio R. Flores, Ph.D., President and Chief Executive Officer of the Hispanic Association of Colleges and Universities (HACU), has championed the advancement of higher education throughout his career. “We must strive to make higher education available to everyone so that members of every community may reap the benefits and opportunities that learning brings,” said Flores. As CEO of HACU, Flores works to break the education disparities within the Latino community and leads an organization that champions success in higher education for thousands of young Hispanics.

Roberto and Betty Cordova are proud to be a part of the group of chosen leaders. As “Team Cordova,” this duo of educators has made a commitment to helping their community, actively participating in organizations, such as the local and state chapters of the League of United Latin American Citizens (LULAC). “Furthering education is vital to fostering leadership in any community. By uniting all our efforts, we can truly make a difference in people’s lives,” said Roberto Cordova. Betty Cordova said, “By developing innovative youth initiatives we can ultimately help and support our fellow Latino and Latina community members.”

The 2008 Líderes ads will feature 14 Hispanic leaders and will run in national and local publications through December when the Líder of the Year will be disclosed. From the leaders highlighted in the ads, one will be selected as the Líder of the Year through an online vote at www.CoorsLideres.com from November 1–11, 2008. The winner will receive a $25,000 grant for a community leadership project with MillerCoors and its sponsoring non-profit organization. “

Concept Café Advertising, an agency built on the notion that tangible business results follow when you create strong emotional connections between brand and consumer, parlayed this strength into three separate awards for a mold-breaking campaign in support of the launch of the all-new 2008 Honda Accord.

The integrated campaign from the creative team at Concept Café, which featured Honda’s first 60-second television spot focused on the Hispanic market, successfully played on the common values associated with the Accord brand and its owners - such as traditions and reliability - and the power of the relationship among them. That success was reflected in increased vehicle sales in the target market, a record high for brand consideration and a year-over-year bump in ad awareness.

Advertising Age’s Hispanic Creative Advertising Awards gave the Concept Café Accord “Venta” ad its Silver Award in the category of “Creative for Television.” Calling the ad “touching,” Advertising Age said, “It is all about values for both Honda cars and drivers.”

Concept Café’s Accord campaign also was recognized by the HispanicAd.com Account Planning Excelencia Awards (HAPE), with a Silver Award for best strategic thinking in the creative development for a product or service. And by the Festival Iberoamericano de la Publicidad (FIAP) of Buenos Aires, Argentina, which presented a Silver Award for acting direction in the television spot.

“These awards are a validation of our focus on highlighting the values and emotions that link consumers with a particular brand in an appealing way, while at the same time not losing sight of product benefits and features.” said Salvador Veloso, Executive Creative Director and Founder of Concept Café.

A man and his car are not easily parted
In the 60-second television spot, a man selling his Accord lovingly describes the vehicle, which he nicknamed “Pochito,” to the buyer, explaining how a small dent in the rear bumper was the result of nervousness on the day his son was born, while a tiny stain on the rear seat came a few years later when that same son’s artwork got carried away. The spot focused not only on the Accord’s brand strength as a reliable, well-designed car, but on the emotional attachment its owners feel. The Concept Café planning team spent more than 20 hours interviewing Accord owners to help them develop a picture of what the car meant to them in their daily lives.

Besides the 60- and 30-second television spots, the integrated Accord campaign also included 30-second radio spots as well as a custom-designed website, www.valoresaccord.com (Spanish for “Accord Values”), where visitors could hear real-life stories of Accord drivers and get deep down and personal with the new 2008 Accord.

“We set out to reinforce the Accord’s place in the hearts and minds of Hispanic consumers in the South Florida market, by developing an integrated campaign designed to help the Accord stand out from the crowded competition, re-awakening the importance of values for the brand,” said Marco Vega, Planning Director & Partner of Concept Café. “In order to accomplish this, we knew we had to go beyond the standard recitation of durability, reliability and quality to connect with consumers on a deeper level. Based on the results of the campaign, we believe we were successful in realizing those goals.”

Between the launch of the campaign in October 2007 and June 08, sales of Accords in South Florida to non-Hispanics decreased, while sales to the Hispanic population increased by 5%, accounting for 68% of sales in this market, according to RS Polk Data. Also, brand consideration went up to 96%, its highest record ever, surpassing the Toyota Camry.

“The campaign created by Concept Café exceeded our expectations by telling the story of the new 2008 Accord in a way that hit all the right emotional buttons within the target Hispanic population, demonstrating the value and longstanding appeal of a car we are justifiably proud of,” said Richard E. Colliver, Executive Vice President of American Honda Motor Co. Inc. “The results speak for themselves, as the Accord has been established once again as a leading auto brand among Hispanics in Miami.”

Other awards from FIAP
FIAP also recognized Concept Café for its work across the Honda family, winning a Silver Award for editing on the Odyssey “Historias” ad, a Bronze Award for special effects on the Civic Si “Dopamina” ad, and a Bronze Award for computer animation for the CR-V “Que es un auto para ti” ad.

To view the Accord “Venta” spot with English subtitles, click here. To see it en Espanol, click aqui. Note: you may need to hit control + click to launch the spot.

About Concept Café
Founded in Miami, Fla. in 2001, Concept Café is a full-service advertising agency that is all about building and sustaining consumer loyalty through creative, targeted multi-media campaigns that demonstrate brand strength using strong emotional tie-ins. Concept Café believes that human beings are fueled by emotions, and that emotions are triggers, not outcomes, neither good nor bad. Clients include Honda, La Costeña Food Products, Diageo, HADD and Forte 1000. To find out more, visit www.conceptcafeadvertising.com. “

Target celebrates Hispanic heritage this fall, and all year long, by encouraging everyone to dream in color, outside of the confines of black and white. Target is recognizing Hispanic innovators who inspire others to follow their dreams through video and educational content online at www.target.com/dreamincolor. The Dream in Color campaign includes music producer Emilio Estefan, designer Sami Hayek, actor Tony Plana and celebrity stylist Irma Martinez among others. Target selected these individuals because of their ability to inspire greatness in others by leading through example and proving that all things are possible if you just believe.
Target will celebrate the successes of these influential Hispanic community leaders through a series of broadcast ads and online video testimonials. The individuals highlighted in the Dream in Color campaign all share the ability to see beyond the here and now and envision a bigger and brighter tomorrow. Whether Emilio from Cuba, Sami from Mexico and Irma from Colombia, each have overcome obstacles in order to establish a new life in the United States and pursue their passions be it music, art, design or fashion.
Through Dream in Color, Target pays tribute to exceptional individuals who have worked hard and remained persistent on the road to accomplishing their dreams. These individuals have overcome numerous obstacles on the journey to success and their ability to look towards the future in the face of adversity is remarkable. It is because of this that Target celebrates their accomplishments in hopes that they will inspire others to greatness.
“Target believes that cultural differences are the essence of what makes each of us unique as individuals,” said Greg Cunningham, group manager, marketing, Target. “Through Dream in Color, Target celebrates the rich history and heritage of the diverse communities that make up our world highlighting exceptional people, places and objects that teach us there are no limits to imagination.”
In addition to celebrities and designers of Hispanic origin, earlier this year Target partnered with Debbie Allen, Kwaku Alston, Irene Hirano, Iman, John Legend, Holly Robinson Peete, Joy Gryson and Sylvia Woods to share their Dream in Color stories.

To view the Dream in Color capsules go to:
www.target.com/dreamincolor

“

Most experts would probably tell you that it is difficult and costly to run a national campaign to target Hispanic y Latinos because of the diversity in terms of ethnicity, language, acculturation levels and location. After all it is not a homogeneous demographic. For the most part they are right.

A large part of the reason is that there are few national Hispanic / Latino media outlets. Those that exist are either Spanish-Language television, radio and newspapers or magazines in either language that only catering to segments of the audience. In other words, there are few choices or you have to take a piecemeal approach.

However, some internet properties can be the exception simply because of the power of long-tails. A long-tail is imperative as it can be a reflection of the actual diversity in Hispanics and Latinos. I will use HispanicTips to explain.

HispanicTips has an incredibly long tail. A long-tail is represented by the fact that in a 30 day period search engines sent 98,459 visits to HispanicTips via 75,769 keywords (in a year’s time search engines actually sent 907,380 visits via 554,935 keywords). Some of these keywords drive many visitors to the site but the majority of these keywords drive only one or two visitors. If graphed out it would literally look like a tail and the more keywords with only 1 or 2 searches the longer the tail and thus the greater the diversity of visitors and reach.

So how does this help reach a national Hispanic / Latino audience?

1. A long-tail graphically or literally means that visitors are coming in for a wide variety of information, right? - It is a natural product of Relevant Aggregation.
2. This relevancy combined diversity in terms of comprehensive information determines the length/nature of a long-tail
3. and in the case of HispanicTips (based on a cursory examination of the 75k keywords) this means that it cuts across:
   1. ethnic groups,
   2. language preferences*
   3. acculturation levels &
   4. geography / location (this is also known based on geographic metrics)

The long-tail actually makes it possible to target the diversity present in the national Hispanic / Latino demographic.

*A note about language preference: People seem to search in both languages at Google and this is only enhanced by searches for names that are usually the same in either language. It is almost like Google speaks Spanglish. Scroll down on any page on HispanicTips to see what are the most popular search terms. What do you see? - Myrka Dellanos, sin senos no hay paraiso, levantate telemundo, etc. What this means is that visitors come to the site based less on language perhaps and more on relevancy or in search engine terminology a site’s position in a given SERP (Search Engine Result Page) that is actually governed by more than relevancy but some magic algorthim.

To learn about advertising/sponsoring opportunities on HispanicTips please go here.

The U.S. Department of Homeland Security’s Customs and Border Protection (CBP) announced today that it will launch the next phase of a national television, print and online advertising campaign during tomorrow’s National Football League © season kickoff game, to educate the public about new travel document requirements that will go into effect on June 1, 2009 under the Western Hemisphere Travel Initiative (WHTI).

“Since the time WHTI was first announced, we have taken seriously our obligation to inform travelers of the change in procedures,” CBP Assistant Commissioner Thomas S. Winkowski said. “We will continue our efforts to remind travelers who don’t already have a document that they still have time to obtain one in advance of the June 2009 compliance date. The agency is committed to implementing WHTI in a common sense, flexible way that facilitates the flow of legitimate travelers and improves the security of our borders.”

WHTI is the joint Department of State and Department of Homeland Security plan that implements a 9/11 Commission recommendation to establish document requirements for travelers entering the United States who were previously exempt, including citizens of the U.S., Canada and Bermuda. This phase of CBP’s WHTI outreach efforts will include: a two-month schedule of national advertising on television, in magazines, and on the Web; public service announcements; the launch of a new Web site (www.GetYouHome.gov) and interactive widget; and distribution of collateral and compliance-related information through the media and various travel stakeholders.

On June 1, 2009, travelers will need to present a valid, acceptable document that denotes both identity and citizenship when entering the U.S. by land or sea. Most travelers will be able to select from one of six different documentation options, based upon their individual travel needs. Many U.S. and Canadian travelers already have a passport or another WHTI-compliant document. WHTI was implemented for air travelers in January 2007.

In addition to a passport, there are several other documents that CBP will accept at land and sea ports of entry from U.S. and Canadian citizens coming from Canada, Mexico, Bermuda or the Caribbean. These include the new U.S. Passport Card, new state/province-issued enhanced driver’s licenses, and the three CBP trusted traveler program cards (NEXUS SENTRI, and FAST).

All these documents utilize radio-frequency identification (RFID) technology. Among the U.S. Passport or the five RFID-enabled cards, travelers can select the documentation option that best fits their needs. Details on each of these options are available at www.GetYouHome.gov.

By incorporating RFID technology into WHTI-compliant documents, the border-crossing process will be more efficient and effective. RFID is a secure technology that captures a unique identifier — a randomly assigned number — from the document just as the traveler approaches the border inspection station. No personal data is contained or transmitted by the RFID cards; the numerical identifier serves only as a pointer to gather information from CBP’s secure network for the officer.

The Department of Homeland Security published a privacy impact assessment on the use of RFID in travel documents in January 2008, and another in July 2008 on border crossing processes. Both are available at www.dhs.gov. “

…he would only potentially reach 66% of Hispanics. Advertising on a national Spanish news TV program would reach only 39% of Hispanic voters⁴ Check out the stats below granted these aren’t the latest numbers but it all boils down to relevancy and for a very large percentage of Hispanic Spanish Language marketing and media is not the best way to go.

Out of AdAge.com “Paul Mendieta, director of Hispanic marketing at Coors Brewing Co., said, “Hispanic media is not doing a great job. They depend upon the fact that Latinos like to communicate in Spanish. But more and more of the growth is coming from the U.S.-born Latino who is bilingual and chooses according to content [quality], not langauge.” This is where HispanicTips and other blogs comes in.

Some Interesting Hispanic Data:

• 44.3 million Hispanics in the US ¹
• 33.5 million (75%) of us speak only English or are bilingual ⁴⁺
• Of 28.2 million Hispanic adults (18+) ²
  • 15.8 million (56%) use the internet. ⁵⁺⁺
  • 4.6 million (29%) get news from the internet ⁴⁺⁺
  • 3.5 million (75% of 4.6m) get all of their news on the internet in English ⁴⁺⁺
  • 64% of native-born Latinos get all their news in English. ⁴
  • 78% of English-dominant Latinos use the internet, compared with 32% of Spanish-dominant Latinos. ⁵
  • 51% think English media does a poor job of providing relevant news - this jumps to 65% for English-only Hispanics ⁴
  • Of those expressing an interest in news
    • 53% were English-only ⁴
    • 40% were Bilingual ⁴
    • 23% were Spanish-only ⁴
• Where do Hispanic voters get their news
  • 53% get all their news in English ⁴
  • 40% get their news from English and Spanish media ⁴
  • 6% get their all their news in Spanish ⁴
• Advertising on a national Spanish news TV program would reach only 39% of Hispanic voters⁴
• 54% of eligible voters registered in November 2006 ³
• 5.6 million (60%) of these registered voters actually voted representing 13% of the total Hispanic population ³

1. US Census - 7/1/2006 - PDF
2. US Census - 7/1/2005 - Excel Spreadsheet
3. Hispanics and the 2006 Election - 10/2/2006 - Pew Hispanic Center
4. Changing Channels and Crisscrossing Cultures: A Survey of Latinos on the News Media - 4/19/2004 - Pew Hispanic Center
5. Latinos Online - 3/14/2007 - Pew Hispanic Center
6. + means that I calculated a number using statistics from 3,4 or 5 with Census data #1
7. ++ means that I calculated a number using statistics from 3,4 or 5 with Census data #2

BB&T Corporation today said it has introduced a multimedia Spanish-language advertising campaign developed with Miami-based Machado Garcia-Serra Communications (MGS), BB&T’s Hispanic advertising agency of record.
The new campaign includes a series of 60-second financial education messages to air on Spanish television stations, including money management tips, banking and investment strategies, and news from the U.S. and Latin American financial markets.
The TV campaign will air through October in select, high Hispanic population areas in Georgia, North Carolina, Florida and Washington, D.C. BB&T also will run Spanish-language newspaper ads to tout its free checking and money transfer offering, “BB&T Free + Easy Send.” To round out the campaign, BB&T will sponsor community festivals in these markets.
“Machado Garcia-Serra’s expertise in brand-building and targeted advertising to the Hispanic market has been a valuable asset to BB&T in meeting the needs of our growing Hispanic client base,” said Jorge Moller, BB&T’s Multicultural Markets manager. “The new advertising campaign is one of many steps we are taking at BB&T to communicate to our Latino neighbors.”
Hispanics make up the nation’s largest and fastest growing minority group, representing about 15 percent of the U.S. population. More than half of all U.S. retail banking growth in financial services during the next two decades will come from the segment, according to the Federal Deposit Insurance Corp.
BB&T’s new advertising campaign is the latest step in its growing multicultural banking operation. About 10 percent of BB&T branches are designated “multicultural banking centers” that include bilingual staff members as well as Spanish signage and brochures.
“BB&T has a unique, multi-faceted approach to reaching their multicultural markets that is having a direct impact on their business results as well the lives of their growing number of multicultural clients,” said MGS Chief Strategic Office Gabriela Alcantara-Diaz.
BB&T’s multicultural program also includes its long-running series of “BiBi” educational audio recordings in Spanish. The latest installment, “BiBi Talks about Voting and Government in the United States” was released in March.
In a mock talk-show format with a character named “BiBi” (pronounced Bee-Bee) as the host, “BiBi Talks about Voting and Government in the United States” covers voter registration and the voting process; American political parties; federal government branches; state and local government roles; and more.
“BiBi Talks” follows nine previous editions of BB&T’s original “BiBi Tapes” series, which mimic the “TV Novelas” storytelling approach made popular on Spanish TV. Designed to help Hispanic immigrants adapt to life in the United States, BB&T introduced the BiBi recordings in 2002.
Previous “BiBi” editions have featured topics such as emergency preparedness, basic banking information, school and health care information, finding a job, driving, housing, insurance and the American legal system. The free tapes and CDs from both series are available at BB&T’s nearly 1,500 financial centers in the Carolinas, Virginia, Maryland, West Virginia, Kentucky, Tennessee, Georgia, Florida, Alabama, Indiana and Washington, D.C.
Hispanic buying power in the United States reached $860 billion last year — nearly equal to the gross domestic product of Mexico — and is projected to hit $1.2 trillion by 2012, according to the University of Georgia’s Selig Center for Economic Growth.
With $136.5 billion in assets, Winston-Salem, N.C.-based BB&T Corporation is the nation’s 14th largest financial holding company. More information about the company is available at www.BBT.com . “

Bank of America recently debuted its new Spanish-language campaign, Hacia Adelante, to demonstrate how the bank can help Hispanic customers achieve a better financial future for themselves and their families. The new advertisements convey the central importance a checking account plays in achieving life goals such as owning a first home, paying for college and starting a small business.
(Logo: www.newscom.com/cgi-bin/prnh/20050720/CLW086LOGO-b )

The campaign delivers upon findings from a new national survey conducted on behalf of Bank of America that include:

– One-in-four (24%) Hispanics said they do not have confidence in their financial management skills

– One-in-four (24%) reported they would like to have a better understanding of all the products and services a bank has to offer, nearly 40 percent more than non-Hispanic respondents

– One-in-four (25%) reported they would like to talk with their bank about how best to meet their financial goals, 80% more than non-Hispanic respondents

“More than half of our survey respondents say today they turn to family, friends and neighbors for financial advice. In launching Hacia Adelante, we want to instill confidence among our Hispanic customers that they should feel comfortable visiting a banking center and speaking with our bilingual associates about their financial needs and goals.” said Lynn Kuttruff, Consumer and Small Business Deposits and Growth Markets marketing executive. “Our message is simple: Bank of America is committed to providing all of our customers with the personalized banking center services and innovative financial solutions they need to meet their financial goals.”

Hacia Adelante follows a recent American Banker Association finding that nearly two thirds (62%) of Hispanic consumers (more than double non-Hispanic respondents) are unaware that the Federal Deposit Insurance Corporate (FDIC) insures their bank deposits up to $100,000.

“The American Bankers Association study re-confirms that many Hispanics are skeptical of financial institutions when it comes to meeting their needs. We want to reassure all of our customers that we are here to help them achieve their financial goals, while keeping their accounts safe and secure,” added David Rudis, Checking and Debit executive.

The new campaign includes two TV ads, as well as new radio, print, out-of-home, ATM and banking center point-of-sale advertising. The media campaign runs through September 7. The commercials communicate account features including: FDIC insurance, free check cards with photograph, Total Security Protection(R) package to protect against unauthorized transactions, Online Banking in Spanish-language for money transfers and 24/7 account management, and access to more than 6,100 banking centers and more than 18,000 bilingual ATMs.

Braun Research
The survey was conducted by Braun Research via telephone from June 16-30, 2008 of 500 nationally representative U.S. adults and 500 Hispanics. The margin of error for each audience is +/-4%. Braun Research, Inc., is a privately-held marketing and public opinion research firm whose goal is to uphold the highest standards of data collection. Headquartered in Princeton, N.J., Braun Research engages in data collection via telephone and online for various marketing and advertising agencies, survey research firms, government agencies, foundations, universities and academic entities, as well as religions organizations. Since the company’s founding in 1995, it has conducted more than 4,600 research projects worldwide. Braun Research is a well respected firm employing techniques and Standards approved by various survey research academic organizations and other affiliations including those with whom Braun is active member, including AAPOR (The American Association for Public Opinion Research) and CMOR (Council on Marketing and Opinion Research) and CASRO (Council on American Survey Research Organizations).

About Bank of America
Bank of America is one of the world’s largest financial institutions, serving individual consumers, small and middle market businesses and large corporations with a full range of banking, investing, asset management and other financial and risk-management products and services. The company provides unmatched convenience in the United States, serving more than 59 million consumer and small business relationships with more than 6,100 retail banking offices, more than 18,500 ATMs and award-winning online banking with more than 25 million active users. Bank of America offers industry leading support to more than 4 million small business owners through a suite of innovative, easy-to-use online products and services. The company serves clients in more than 150 countries and has relationships with 99 percent of the U.S. Fortune 500 companies and 83 percent of the Fortune Global 500. Bank of America Corporation stock (NYSE: BAC) is a component of the Dow Jones Industrial Average and is listed on the New York Stock Exchange.

Bank of America, Member, FDIC.

www.bankofamerica.com/espanol

“

Coastal Center for Obesity and Rancho Specialty Hospital launched a new advertising campaign created by PlanetWoot and geared to the Hispanic community of Southern California: “Hay mucho por vivir” which when adapted translates to “There is much more to live.” This campaign highlights the deep and proven experience of Dr. Milton Owens in combating obesity among this population.

The breakthrough television commercial, first of its kind in Spanish language, began airing this July and was produced by PlantetWoot, an Integrated Cross-Cultural Marketing Communications Agency based in Huntington Beach, CA. The campaign features real Coastal Center for Obesity patients relating the “turning point” which lead them to the decision of having the weight loss procedure. The advertising highlights the patients’ remarkable weight loss success stories and educates the community on the dangers of obesity. The commercial also emphasizes the Center’s and Dr Owens’ proven leadership in the field of weight loss surgery in the Hispanic community of Southern California.

Also featured in the commercial, is the success story of Francisco “Pacorro” Galvez, widely recognized Hispanic radio personality who weighed 335 pounds before his surgery with Doctor Owens and after only 12 months has lost over 135 pounds and has completely turned his life around. Paco “Pacorro” Galvez can be heard Monday though Friday from 6:00 AM to 10:00 AM on Recuerdo 103.9, 98.3 FM.

The television campaign consists of one :60 and three :30 commercials which will be first shown in selected Southern California markets, to later be grown state-wide then nationally. The advertising can be viewed at www.soluciondepeso.com. The activity will also be supported later by a radio advertising campaign.

“We are completely impressed with the results of the campaign so far,” said Lisa Gladstone, Director of Business Development at Coastal Center for Obesity. She added, “PlanetWoot’s work has exceeded our expectations, compared to other agencies their client service and cost savings are unbeatable, the quality of the commercials is top notch and the response has been overwhelming. We could not be any more pleased.”

In addition to their expertise in Health services PlanetWoot (www.planetwoot.com) is an award winning team with Fortune 500 client experience, having worked with national and international companies such as: McNeil Consumer Products, Aetna, DIRECTV, Sears, Verizon, Wells Fargo Bank, Antena 3 (Spain), Ford, and many others. They also work with smaller businesses with local and regional needs, meeting the challenges of reduced budgets and today’s economy through cost effective solutions.

Dr. Owens and Coastal Center for Obesity are the leaders in bariatric surgery in the Hispanic community, backed by Rancho Specialty Hospital, with advanced medical technology and friendly and understanding personnel.

For additional information about Coastal Center for Obesity, please visit www.coastalobesity.com, or contact Carlos Sosa at PlanetWoot to set up an interview with Dr. Owens.

Carlos Sosa
PlanetWoot
714.841.5557
www.planetwoot.com“*

Mars Snackfood US announced today a unique Hispanic advertising campaign for its M&M’S(R) Brand, which serves as an extension to its popular “Inner M” advertising campaign that includes personalities Wilmer Valderrama and Christina Saralegui. Just like past “Inner M” celebrities, both Valderrama and Saralegui will appear in print advertisements nationwide that demonstrate how they embrace the fun side of life and find their “Inner M.” The M&M’S(R) brand is further illustrating its commitment to the Hispanic community by sponsoring the 2008 ALMA Awards, a star-studded show celebrating the outstanding artistic achievements of Latinos in motion pictures, television and music.

Valderrama and Saralegui are the newest celebrities to join the brand’s “Inner M” ad campaign. Valderrama’s ad features a character replica of him as an M&M’S(R) chocolate candy surrounded by fans as he struts down the red carpet. It will appear in the July edition of People En Espanol, on stands through August 6. Hispanic talk show sensation Saralegui’s ad features her as a bright yellow lentil with matching pumps and a microphone in hand, and will debut October 6 in People En Espanol available through November 5. They join other well known personalities such as NASCAR driver Kyle Busch, Super Bowl commentators Howie Long and Jimmy Johnson, award season’s red carpet co-costs Lisa Rinna and Joey Fatone, and master griller Bobby Flay.

“We are excited to illustrate our commitment to the Hispanic community through our first ever Hispanic ‘Inner M’ campaign for M&M’S and as a sponsor of the ALMA Awards,” said Michele Kessler, vice president, marketing, Mars Snackfood US. “Wilmer Valderrama and Christina Saralegui are great brand ambassadors — they embrace life with passion and humor, and their ‘Inner M’ reflects those characteristics.”

Valderrama describes his “Inner M” as “rich in culture, flavor, and softness,” stating, “[I embrace it] by not ever forgetting who I am and what I am made of. And what I taste like on the inside … which I am sure is culturally delicious.”

You Too Can Live Like A Star
In conjunction with Valderrama’s ad launch, M&M’S(R) Brand is giving one lucky fan the chance to Live Like a Star at the National Council of La Raza (NCLR) ALMA Awards. The M&M’S(R) Brand Live Like a Star sweepstakes offers the grand prize of a trip for two to Los Angeles, California, to attend the 2008 ALMA Awards. The winner will receive VIP including the privilege of attending an ALMA rehearsal to mingle with the Hispanic culture’s biggest stars, walk the red carpet and attend pre- and post-event festivities. In addition to the grand prize, the sweepstakes includes first, second and third prizes, as well as 50 instant winners per week. The winner will be selected on July 21st.

Create Your Own “Inner M”
Consumers can create their own “Inner M” likeness at www.mms.com. At the heart of the site is the Character Creator which leverages cutting-edge technology to deliver an exciting user experience that will capture the imagination of M&M’S(R) fans everywhere. The Character Creator provides access to a wide variety of M&M’S(R) candy shapes, colors, hair, facial features and accessories creating millions of possible combinations to create “Inner M” likenesses. Fans can choose from about 27 million combinations of features that best show their inner fun - everything from body shape and color to facial features and eyewear. To find more details on M&M’S(R) chocolate candies and the Live Like a Star promotion visit www.mms.com .

About M&M’S(R)
M&M’S(R) has been producing colorful chocolate fun for Americans since 1941. There are more than eight permanent varieties of M&M’S(R) Chocolate Candies, in addition to Seasonal Candies made for special occasions including Easter, Holiday, Halloween and Valentine’s Day, as well as ice cream. Customers seem to be most passionate about the color found in each bag of M&M’S(R) Chocolate Candies. Existing product lines include: M&M’S(R) Milk Chocolate Candies, M&M’S(R) Dark Chocolate Candies, M&M’S(R) Peanut Chocolate Candies, M&M’S(R) Dark Chocolate Peanut Candies, M&M’S(R) Almond Chocolate Candies, M&M’S(R) Peanut Butter Chocolate Candies, M&M’S(R) Chocolate Mini Baking Bits, MY M&M’S(R) Milk Chocolate Candies and M&M’S(R) MINIS(R) Milk Chocolate Candies. Please visit mms.com

About Mars Snackfood US:
Mars Snackfood US is the United States snack operations of Mars North America. With more than $7 billion in annual sales in the U.S., Mars North America includes food, snack and pet care segments, which are a symbol of excellence for quality brands. Headquartered in Hackettstown, New Jersey, Mars North America employs more than 12,000 associates in the United States, with 54 facilities nationwide. Mars Snackfood US includes some of the world’s favorite brands such as DOVE(R) Brand Chocolate, M&M’S(R) Brand, MILKY WAY(R) Brand, SKITTLES(R) Brand, SNICKERS(R) Brand, STARBURST(R) Brand, 3 MUSKETEERS(R) Brand, TWIX(R) Brand and more. Additional popular brands in the petcare and food segments for Mars North America include UNCLE BEN’S(R) Brand, PEDIGREE(R) Brand Food for Dogs, and WHISKAS(R) Brand Food for Cats. Please visit mars.com“*

“Refresh your mind” is the tag for Pepsi’s Sierra Mist campaign out today (July 14), a dual market approach targeting multiethnic consumers in English and Latinos in Spanish.”*

Power Media Group Inc. (PMG) will celebrate the opening and purchase of its first commercial building and new home for clients on Thursday, July 10, 2008, at 5:00 p.m. with a cocktail party to toast the accomplishment and the loyalty and support of PMG staff, clients and patrons, and media vendors.(www.scvchamber.com/calendar) A premier advertisement agency offering innovative and effective media, marketing and public relations services, PMG has attracted widespread interest from advertisers by its successful operations in attracting the Hispanic market to PMG clients. Situated in the heart of what is considered the #1 Hispanic market by research firm Syncopate, PMG crafts magnetizing messages to harness the consumer buying power of a trillion-dollar market segment.

“Companies - large or small - share the same mindset: they value their financial investments,” says Patricia Gracia, founder and president. “We put ourselves in our clients’ shoes to build top-tier campaigns because, the way we see it - if we fail our client, we are failing ourselves. We find ways to make the most of our clients’ budgets. This approach is what has helped us secure agreements with large, established corporations - they trust us with their advertising investments.”

Since opening in November of 2001, prestigious brands PMG has attracted include:

Universal Music Latin and Video Distribution.
. First hired PMG to work on the Spanish version creative TV Post-production commercial of Dr. Atkins Diet DVD Release - Spanish version (2002)
. Hired PMG to be part of the first Hispanic Soap Opera - DVD Release, Amor Real, the first advertising campaign for the Hispanic market. Statistics, market analysis and the raving reviews and high ratings resulted in a win-win situation. The title won the most important award of the industry -”TV Novelas Soap Opera of The Year.”

Xenon Pictures.
. The exclusive distributor in the U.S. of popular Spanish soap operas from Mexican powerhouse Televisa, trusts PMG with every new DVD title launched.

Palm Pictures.
. Referral for the movie Cronicas - DVD Release, John Leguizamo’s first Spanish movie

Creativa Interior-Primor.
. Client which started in a relationship with PMG with a project for a full page in a magazine and evolved to encompass over 13 national publications and the top 10 Hispanic markets. The image of world famous, Hispanic actress and singer Laura Flores represents the campaign, currently on the air on TV nationally and locally. Primor is primed to open a new location and warehouse in Los Angeles to facilitate product distribution.

NYX Cosmetics.
. Sporting fashionable make-up for young women, NYX embarked on its first Hispanic campaign, signing Mexican Pop Group Rebelde’s Maite Perroni as the official spokesperson.

Vivendi Visual Entertainment (Universal Music Group (UMG) - Theatrical Release.
. PMG launched an outdoor advertisement campaign for “In The Name of the King,” targeting the general public with features on transit buses, bus stop kiosks and billboards.

Success Masters by Designs, Ivan Lomeli
. Personal development seminar company which combines advanced learning techniques with high-impact training to teach success principles that explode levels of success and wealth.

“This journey has been both an overwhelming and a humbling experience,” says CEO Tony Gracia. “When you start out with a dream that over time becomes an attainable goal, it’s unbelievable, and we are truly thankful to everyone who’s worked with us along the way.”

Through August, as a show of appreciation and to inaugurate its new home, PMG is offering prospective clients a free market analysis and advertisement consultation. PMG will help identify the type of market and the advertising budget investment needed for efficient, fast results in the Hispanic market.

Power Media Group Inc. qualified under very strict SBA guidelines for a Small Business Administration (SBA) Real Estate Loan, based on the firm’s projected productivity and expanding innovative services that the company offers its clients.

The company logo bears the picture of founders’ daughter Vanessa, whose baby picture will forever represent PMG and the firm’s slogan, “We love your business, as we love our baby.”

For a complimentary consultation, call 1.800.901.5272 or visit www.powermediagroup.com.

MEDIA: To tour the new headquarters and to interview Principals Patricia or Tony Garcia, contact Power Media Group Inc. at 661.621.9365. Photos are available.

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CONTACT:
Patricia Gracia
POWER MEDIA GROUP
17960 Sierra Hwy. Suite # 100.
Santa Clarita, CA 91351
PHONE. 661.621.9365 “*

Integrated marketing campaign includes new Priceless advertising and the re-launch of mastercardenespanol.com

Purchase, NY, July 8, 2008 – This month, MasterCard launched an integrated Hispanic marketing campaign featuring a 30-second Priceless television execution entitled, “Luchador.” Additionally, the brand re-launched mastercardenespanol.com, its Spanish language U.S. consumer website.

Luchador follows a Hispanic wrestler, leveraging the Mexican tradition of Lucha Libre wrestling, as he utilizes his credit and debit MasterCard cards to pay for beauty services that keep the retro icon’s style current. Luchador hit the airwaves across the country on Hispanic television in 11 key U.S. markets where there is the highest concentration of Hispanic consumers: Chicago; Dallas; Harlingen, Tex.; Houston; Los Angeles; Miami; New York; Phoenix; Sacramento; San Antonio; and San Francisco. The brand will also make use of radio and on-line advertising to extend the campaign across relevant channels.

Additionally, MasterCard revamped its website mastercardenespanol.com, improving its functionality and content to better appeal to Hispanic consumers. The new site offers a culturally-relevant online financial destination for U.S. Hispanics and provides information on MasterCard products and services. The site features information on why MasterCard is a better way to pay than cash; tips on building credit history and managing finances; as well as video content from media partner Univision.

“Hispanics comprise the fastest growing population in the U.S. and as a brand it is important for us to develop a genuine connection with them,” said Chris Jogis, Vice President, US Brand Development, MasterCard Worldwide. “According to MasterCard research, 75 percent of Hispanics say that cash is their preferred method of payment. We would like to provide Hispanics with information on the benefits of credit and debit MasterCard for their everyday purchases, from convenience and earning rewards to building credit scores and record keeping.”

In addition to the advertising, MasterCard will also be involved in a series of grassroots events which are in currently in development in several key cities.

Luchador consists of the following sequence of events:

The television spot opens with Luchador, guarded on each side by members of his entourage, ready for a haircut at a trendy salon.

Voice over: Modern new cut: $40 on your MasterCard card.

He moves to a massage chair and is ready for a pedicure

Voice over: Manicure and pedicure, quite popular these days: $55

Different parts of his body are then prepared for a body wax.

Voice over: Full body wax, the latest national trend: $95

He admires his “new look” in the mirror and leaves the salon flanked by his two supporters. However, in true Lucha Libre fashion, neither his new haircut nor his new look can be seen as Luchadors never reveal their face in public.

Voice over: Getting hip to the times: priceless

Creative for the MasterCard Priceless campaign is handled by McCann Erickson/New York: Joyce King Thomas, EVP, Chief Creative Officer; Tim Dillingham, SVP, Creative Director; Mark Gonzalez, Creative Director; Greg Lotus, SVP, Executive Producer.

About MasterCard Worldwide
MasterCard Worldwide advances global commerce by providing a critical economic link among financial institutions, businesses, cardholders and merchants worldwide. As a franchisor, processor and advisor, MasterCard develops and markets payment solutions, processes over 18 billion transactions each year, and provides industry-leading analysis and consulting services to financial institution customers and merchants. Through its family of brands, including MasterCard®, Maestro® and Cirrus®, MasterCard serves consumers and businesses in more than 210 countries and territories. For more information go to www.mastercard.com. “*

In a year of political milestones, prepare to add one more to the heap. Come this fall, Spanish-speaking Americans — a community not always paid the greatest attention by presidential candidates — should be just about as sick of political ads as the rest of their compatriots.

With Latinos appearing key to the respective general election strategies of both John McCain and Barack Obama, experts say spending on Spanish-language media is set to shatter the previous record of nearly $9 million, the overall number achieved by both parties and outside groups during the 2004 race between President Bush and John Kerry.”*