CHICAGO (ELCA) -- Spanish-language television and radio announcements, designed to create attention for Spanish-language congregations of the Evangelical Lutheran Church in America (ELCA), will air nationally April 30-May 13. The spots aired previously in March.
The spots were created as part of the ELCA Identity Project, a multi-million-dollar advertising campaign, said Kristi S. Bangert, director for internal church communication and marketing, ELCA Department for Communication.
The two television spots, "Somos Latinos" and "Nuna Te Olvides De Dios," will air on Telemundo and Univision stations, Bangert said.
"We were very intentional about creating new spots specifically for our Spanish-language audiences," Bangert said. "The spots were designed and produced by a team of Latino professionals. Variations in music -- from salsa to balada to mariachi -- help target specific segments of the audience in different geographic areas."
Research showed that Spanish-speaking audiences respond well to religious advertising that focuses on family values, educational and social service resources of a church, and an invitation to become involved in specific ministries of a congregation, she said. "Our scripts were written to reflect these findings," Bangert added.
On Telemundo, the spots will air on several stations:
+ WKAQ-TV, channel 2, Hato Rey, Puerto Rico
+ WNJU-TV, channel 47, New York
+ WSCV-TV, channel 51, Hialeah, Fla.
+ WSNS-TV Channel 44, Chicago
+ WTMO-TV, channel 40, Orlando, Fla.
+ KDRX-TV, channel 48, Phoenix
+ KFWD-TV, channel 52, Dallas/Fort Worth
+ KHRR-TV, channel 40, Tucson, Ariz.
+ KMAZ-TV, channel 48, El Paso, Texas
+ KMAS-TV, channels 63/67, Denver
+ KTMD-TV, channel 48, Houston
+ KTML-TV, channel 40, McAllen, Texas
+ KVDA-TV, channel 60, San Antonio
+ KVEA-TV, channel 52, Los Angeles
+ XHAS-TV, channel 33, Tijuana, Mexico (San Diego)
On Univision, the spots will air on the following stations:
+ WLTV-TV, channel 23, Miami, Fla.
+ WXTV-TV, channel 41, New York
+ KINT-TV, channel 26, El Paso, Texas
+ KLDO-TV, channel 27, Laredo, Texas
+ KUVN-TV, channel 23, Dallas
+ KWEX-TV, channel 41, San Antonio
+ KXLN-TV, channel 45, Houston
In Chicago, radio ads were placed throughout March on WLEY-FM, 107.9. Print ads appeared in "Tele Guia," a weekly Spanish magazine distributed in stores in Latino neighborhoods in Chicago and in Chicago's western suburbs. Those ads will appear for 13 weeks.
In 1999 the ELCA Church Council designated $2 million in reserve funds for the ELCA Identity Project. Of that amount, up to $600,000 was designated for development of print and broadcast materials in Spanish and for national advertising, Bangert said.
Substantial funding for the entire Identity Project, which included a series of broadcast and print ads in English, was provided by Aid Association for Lutherans, a fraternal benefits society based in Appleton, Wis., and the ELCA Church Council.
For information contact:
John Brooks, Director (773) 380-2958 or NEWS@ELCA.ORG
http://listserv.elca.org/archives/elcanews.html
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About the Evangelical Lutheran Church in America:
The ELCA is one of the largest Christian denominations in the United States, with 2.8 million members in more than 8,500 worshiping communities across the 50 states and in the Caribbean region. Known as the church of "God's work. Our hands.," the ELCA emphasizes the saving grace of God through faith in Jesus Christ, unity among Christians and service in the world. The ELCA's roots are in the writings of the German church reformer Martin Luther.
For information contact:
Candice Hill Buchbinder
Public Relations Manager
Candice.HillBuchbinder@ELCA.org
