Title: ELCA Spanish-Language Ads To Air Nationally
ELCA NEWS SERVICE
April 27, 2001
ELCA SPANISH-LANGUAGE ADS TO AIR NATIONALLY
01-103-JB
CHICAGO (ELCA) -- Spanish-language television and radio
announcements, designed to create attention for Spanish-language
congregations of the Evangelical Lutheran Church in America (ELCA),
will air nationally April 30-May 13. The spots aired previously in
March.
The spots were created as part of the ELCA Identity Project, a
multi-million-dollar advertising campaign, said Kristi S. Bangert,
director for internal church communication and marketing, ELCA
Department for Communication.
The two television spots, "Somos Latinos" and "Nuna Te Olvides
De Dios," will air on Telemundo and Univision stations, Bangert said.
"We were very intentional about creating new spots specifically
for our Spanish-language audiences," Bangert said. "The spots were
designed and produced by a team of Latino professionals. Variations
in music -- from salsa to balada to mariachi -- help target specific
segments of the audience in different geographic areas."
Research showed that Spanish-speaking audiences respond well to
religious advertising that focuses on family values, educational and
social service resources of a church, and an invitation to become
involved in specific ministries of a congregation, she said. "Our
scripts were written to reflect these findings," Bangert added.
On Telemundo, the spots will air on several stations:
+ WKAQ-TV, channel 2, Hato Rey, Puerto Rico
+ WNJU-TV, channel 47, New York
+ WSCV-TV, channel 51, Hialeah, Fla.
+ WSNS-TV Channel 44, Chicago
+ WTMO-TV, channel 40, Orlando, Fla.
+ KDRX-TV, channel 48, Phoenix
+ KFWD-TV, channel 52, Dallas/Fort Worth
+ KHRR-TV, channel 40, Tucson, Ariz.
+ KMAZ-TV, channel 48, El Paso, Texas
+ KMAS-TV, channels 63/67, Denver
+ KTMD-TV, channel 48, Houston
+ KTML-TV, channel 40, McAllen, Texas
+ KVDA-TV, channel 60, San Antonio
+ KVEA-TV, channel 52, Los Angeles
+ XHAS-TV, channel 33, Tijuana, Mexico (San Diego)
On Univision, the spots will air on the following stations:
+ WLTV-TV, channel 23, Miami, Fla.
+ WXTV-TV, channel 41, New York
+ KINT-TV, channel 26, El Paso, Texas
+ KLDO-TV, channel 27, Laredo, Texas
+ KUVN-TV, channel 23, Dallas
+ KWEX-TV, channel 41, San Antonio
+ KXLN-TV, channel 45, Houston
In Chicago, radio ads were placed throughout March on WLEY-FM,
107.9. Print ads appeared in "Tele Guia," a weekly Spanish magazine
distributed in stores in Latino neighborhoods in Chicago and in Chicago's
western suburbs. Those ads will appear for 13 weeks.
In 1999 the ELCA Church Council designated $2 million in
reserve funds for the ELCA Identity Project. Of that amount, up to
$600,000 was designated for development of print and broadcast
materials in Spanish and for national advertising, Bangert said.
Substantial funding for the entire Identity Project, which
included a series of broadcast and print ads in English, was provided
by Aid Association for Lutherans, a fraternal benefits society based
in Appleton, Wis., and the ELCA Church Council.
For information contact:
John Brooks, Director (773) 380-2958 or [log in to unmask]
http://listserv.elca.org/archives/elcanews.html
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