McDonald's Launches Hispanic Pride Campaign

McDonald's [7]¨ will begin 2000 with a comprehensive Hispanic marketing campaign under a "Points of Pride" umbrella theme. The integrated campaign includes new television commercials, a Hispanic-specific website, a concert, and a series of exciting contests and TV specials throughout the year. McDonald's, who has been a leader in marketing to Hispanics for over 20 years, is reinforcing the positive emotional bond that its Hispanic customers have with the brand.

On January 14, 2000, McDonald's kicks off the Points of Pride program with a special national telecast on the Telemundo Network featuring Ricky Martin, Salma Hayek and Antonio Banderas. The special titled "Lo Maximo del Espiritu Latino" (The Best of the Hispanic Spirit) pays tribute to the new Hispanic artists who have emerged as major forces in music, film, television, sports, and the arts. The show also recognizes the Hispanic legends who paved the way for these superstars, including Carlos Santana, Ricardo Montalban, and Desi Arnaz.

The show airs nationwide January 14 from 10-11pm EST/PST. "McDonald's Points of Pride is a synthesis of the numerous initiatives we as a company undertake on many fronts to celebrate Hispanic culture," said Larry Zwain, senior VP of Marketing for McDonald's USA. "Hispanics are an extremely important target audience and one of our most loyal customer segments." The McDonald's Points of Pride campaign consists of a series of television commercials which communicate Hispanic contributions to the world at large.

This national advertising on Spanish-language outlets, including Univision, Galavision, and Telemundo, will be launched tonight with a 30-second commercial created by advertising agency del Rivero Messianu of Coral Gables, Florida. The advertising will be bolstered by spot TV and radio buys, print ads, and special promotions in areas where Hispanic consumers live. The campaign will focus on the cornerstones important to the life experiences of Hispanics. The following McDonald's programs are also part of the Points of Pride initiative: - LoMcXimo.com - An Hispanic targeted website, also unveiled today. The bilingual site will feature biographies of Hispanics who have made significant contributions to the world at large.

Additional information includes calendar of events, sports section, scholarship information and interactive news of what's happening at McDonald's.

• McDonald's Noche de Carnaval - As the kick-off to the Carnaval Miami festivities and the world-famous Calle Ocho street party, this event is the largest Hispanic concert event in the U.S. which features the highest caliber of Latin music talent on March 4, 2000. The three-hour special will air in late March through the Univision Network.

• Latin Music Contest - This nationwide search for Hispanic talent is designed to support upcoming and aspiring songwriters and singers as future points of pride. A panel of media and industry celebrities will serve as judges.

"The McDonald's Points of Pride will tap into life experiences, everyday heroes, role models, diversity of people, and the places and events that celebrate Hispanic heritage throughout the entire year," added Marta Gerdes, senior director of Marketing for McDonald's USA.