U.S. Postal Service and E-Trade are each ringing in the Lunar New Year with campaigns to offer greetings to consumers to begin the Year of the Snake. The U.S.P.S. effort appears in Chinese, Korean and Vietnamese newspapers in New York and California Jan. 18 through Feb. 11. An online effort supports on Sina.com and ClicktoAsia.com. A Partnerships, New York, handles U.S.P.S. Asian work. E-Trade's national Chinese-language print effort runs this week and appears in World Journal and other publications. Admerasia, New York, handles the effort.
Fiesta Broadway, an April 26 Hispanic festival in Los Angeles, recently announced a five-year title sponsorship deal with McDonald's Corp.'s 550-store Operat0rs Association of Southern California for the annual event. The group, which was previously the presenting sponsor, replaces AT&T Corp. as title sponsor; Albertson's becomes the event's new presenting sponsor.