Century 21 targets Hispanic market

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Century 21 Real Estate Corp., Parsippany, N.J., broke its first national ad campaign targeting the U.S. Hispanic community this month. The 30-second, Spanish-language TV ad, "Una inversion para toda la vida," or "An investment for a lifetime," positions home ownership as an attainable goal for Hispanic consumers. Created by Rivera Group, New York, the spot is airing on the Univision network in 125 markets and is supplemented by two radio commercials, a bilingual brochure and a toll-free number specifically for the Hispanic market.

Copyright April 1997, Crain Communications Inc.

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