Campaign Supports Texas Bilingual Paper

Posted Friday, May 7, 2004 12:00 am

By: P. Kelly Smith (Adweek) To support the San Antonio (Texas) Express-News' new bilingual weekly called Conexion, San Antonio-based Creative Civilization has created a campaign that includes TV, print, radio, bus wraps and outdoor advertising. "The weekly voice of la cultura" is the tagline.

English and Spanish-language TV spots broke this week and feature six San Antonians pronouncing the same name differently to demonstrate the various levels of acculturation present in the city, the shop said. Campaign spending is undisclosed.

According to the agency, Conexion's chief competitor will be San Antonio's La Prensa, a bilingual newspaper that is published bi-weekly.

Conexion will offer news, sports and entertainment articles directed at the estimated one million Hispanics living in the San Antonio area. Written and edited by a Hispanic staff, approximately 65% of the editorial content will be presented in English.

With an initial circulation of 50,000, the weekly will be distributed every Thursday through retail outlets, more than 600 San Antonio news racks and an established home delivery system. The newspaper also will be distributed at various San Antonio events throughout May.

The Conexion staff includes Editor Raul A. Flores and columnists Carlos Guerra, Ed Tijerina, Kristina Ruiz-Healy and Claudia Zapata.

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Campaign Supports Texas Bilingual Paper

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