launches $10 mil blitz

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Spanish-language e-commerce site, Wakefield, Mass., announced its official launch with a $10 million national campaign targeted at the U.S. Hispanic market, Mexico and Puerto Rico. Nazca Saatchi & Saatchi, Mexico City, created the campaign, which will use cable, broadcast, online, outdoor and print. The goal of the advertising is to establish as the leading provider of authentic Latin merchandise. "Our advertising campaign initially will target the more than 5 million U.S. online Latinos who have distinct shopping preferences that can't be met by existing English-language sites . . . ," said Kyle McNamara, president-CEO of

Copyright October 1999, Crain Communications Inc.

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