Dewalt Launches an Integrated Marketing Campaign to Connect with Hispanic Soccer Fans

Dewalt is working with Eurosport to launch the new Compact Lithium-Ion product line in key Hispanic markets: Chicago, Houston/Austin and Miami. DEWALT's three-pronged campaign uses Eurosport's online, print and grassroots programs to communicate its brand message to Hispanic Contractor Associations (HCA).

"Our goal is to help grow the Dewalt brand in the Hispanic community by building and executing relevant cultural events and contests." said Vicente Navarro, Eurosport's Director of Hispanic Marketing.

One such event, El Tricolor Contest by Dewalt, gives soccer fans the chance to win a signed Adidas Mexico jersey, $1000 dollars in Eurosport/Soccer.com gift cards, Dewalt Compact Lithium-Ion combo tool kits, Dewalt Worksite Radio Chargers and gear signed by Mexican Primera Division players.

In conjunction with El Tricolor Contest, Dewalt is sponsoring local soccer leagues and tournaments in key Hispanic markets. Dewalt is also providing construction workers' teams with Dewalt-branded soccer uniforms from Eurosport.

"Dewalt is dedicated to understanding the needs of our end users so that we can continue to provide innovative products that deliver outstanding jobsite solutions," said, Hector Vallejo, Hispanic Marketing Manager for DEWALT. Vallejo, recently participated as a panelist in Portada's Third Annual Hispanic Digital and Print Media Conference (for a summary of the event, click here)."For this reason, we strive to build relationships with professionals where they buy, work, learn and play. Eurosport's program is very unique in that it has all the elements we are looking for to drive awareness of our new Compact Lithium-Ion products, which offer the power that end users demand in the lightweight package they prefer. We are excited to team up with Eurosport to execute a program designed specifically for Hispanic contractors, one of our most important end user segments."

Eurosport, the US soccer retailer, is celebrating its 25th anniversary in 2009. Two years ago, Eurosport expanded its catalog and web site operations to accommodate the growing Hispanic population. Spanish-speaking soccer fans can now shop by reading the Eurosport en Espanol catalog, or by visiting espanol.soccer.com.

Dewalt is using Eurosport's position in the Hispanic marketplace to reach Hispanic soccer enthusiasts around the country. "Eurosport is excited to partner with Dewalt to deliver relevant, targeted, compelling messages to the Hispanic market," said Durward Williams, Eurosport's Director of Strategic Alliances. "Hispanic consumers make up an important market segment in the U.S., so we're happy to help Dewalt reach these consumers."

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