Thursday, February 4, 2010

White Sox, ad firm work on Hispanic-focused campaign

The Chicago White Sox are expected to announce Thursday that the team has selected the San Jose Group/Chicago as its first Hispanic ad agency of record. The move is part of an effort by White Sox owner Jerry Reinsdorf and the team's top management to grow a significant, loyal segment of the White Sox audience at U.S. Cellular Field, where on average about 14 percent of the crowd is Hispanic.

Energy BBDO/Chicago will continue to handle White Sox general market advertising.

The San Jose Group will work on a Hispanic-focused ad campaign that is expected to break in about four weeks. The finished campaign will include Spanish-language online work, as well as print, radio and television executions.

"Baseball is a powerful passion-point for Latinos, and we are going to tap into that excitement for the game and continue building affinity for the White Sox among Latinos," said George L. San Jose, president and chief operating officer of the San Jose Group, which was founded in 1981. The agency also will assist with public relations outreach to the metro Chicago Hispanic community, which numbers nearly 2 million people.

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