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CENTURY 21 EFFORT TARGETS HISPANIC MARKET

Published on .

Century 21 Real Estate Corp., Parsippany, N.J., last weekend broke its marketing effort targeting Hispanics. The 21/2-minute commercial, produced by Golden Hill Productions, Boca Raton, Fla., shows a couple planning to buy a home in 1996. They meet Miami Century 21 broker Larry Salas, who assists them in considering issues related to their purchasing decision. The spot closes with a toll-free number to call for more information. Callers' names will be forwarded to area Century 21 offices. The segment ran Dec. 30 as part of "Ano Nuevo, Vida Nueva" on Telemundo, and will run again when the program is repeated Jan. 6 and 16. Other marketers with segments within the show include J.C. Penney Co., IBM Corp., Intuit and H&R Block.
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