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'Points-of pride" campaign to be an umbrella for several programs
McDonald's Corp. wants to get a bigger bang out of a key targetmarketing effort.
Next month, the burger giant will unveil a new program for Hispanic consumers that wraps different programs into one neat package themed "Points of pride."
"This is a synthesis of a lot of things we've done before but it puts them together in a much bigger way. It is designed to really reinforce the positive emotional bond that Hispanic customers have with McDonald's," said Larry Zwain, senior VP-marketing, McDonald's USA.
The project will unfold throughout 2000, beginning with a new 30-second spot from Del Rivero Messianu, Coral Gables, Fla., and a new bilingual Internet site, both being launched early next month. That will be followed by more TV advertising, a print campaign and several promotional events, including projects for Hispanic Heritage Month in October.
National advertising on Spanish-language outlets,...