By: E&P Staff Al Dia, the Spanish-language daily published by The Dallas Morning News, launched its first multi-media ad campaign Thursday with the aim of bulking up the numbers of Hispanics getting the paper delivered free at home.
With the theme "Open Your Eyes," the campaign features 30-second and 15-second television commercials on Dallas-Fort Worth area stations, affiliates of Univision, Telefutura and Azteca America.
Al Dia is also buying radio and outdoor for the campaign.
Every ad features a close-up of a human eye. Each time it blinks, the iris reflects different front pages and section fronts of Al Dia. The ad includes an invitation to sign up for free home delivery.
"This advertising effort is part of a marketing strategy that focuses on optimizing our distribution, obtaining a larger number of subscribers and serving the community, of readers as well as advertisers," said Alejandro Sanchez, president and general manager of Al Dia.
Al Dia is also adopting a new slogan, "Your World Daily."
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