DEWALT Expands Hispanic Market Program

DEWALT Expands Hispanic Market Program


Los Angeles, CA–(HISPANIC PR WIRE – BUSINESS WIRE)–March 29, 2005–Based on the enormous success of its 2004 grass-roots Hispanic marketing program, which targeted Atlanta construction workers, DEWALT Industrial Power Tools announces the launch and expansion of the same program in three new markets: San Diego, CA; Dallas, TX; and Orlando, FL…in addition to returning to Atlanta.

The 2005 “Champions of the Trade” program will honor a total of 28 Hispanic construction workers, in four cities, who have been nominated for their outstanding commitment, dedication and accomplishments in their trade. Each week, one worker will be featured in weekly newspaper ads and radio capsules to pay tribute to their accomplishments. Additionally, each honoree will be awarded with a commemorative plaque and valuable assortment of DEWALT tools.

The 28-week Champions of the Trade program, which will be launched by DEWALT’s Hispanic advertising and promotions agency, EMG (Ethnic Marketing Group Inc.), will include an aggressive radio campaign, radio remotes at selected retail outlets, public relations program, retail support, job hotline, and an impacting scratch-off game to win a 2005 Chevy Silverado 1500 Pick-Up Truck or one of over 2,000 prizes. Additionally, there will be seven (7) interactive Trade Fairs in the above mentioned markets which will support the “Champions of the Trade” program.

“Last year’s Atlanta test market program by far exceeded everyone’s expectations with brand awareness, significantly increasing in that market by over thirty-percent,” said Sergio Fernandez, Diversity Marketing Manager at DEWALT. “The Champions of the Trade program was created to honor Hispanic construction workers for their accomplishments, as well as for their ongoing loyalty to the DEWALT brand. We are honored to expand this meaningful program to the communities of San Diego, Dallas and Orlando.”

Based in Baltimore, MD, DEWALT manufactures and markets high performance industrial power tools and accessories for residential and industrial construction, professional remodeling and woodworking applications. For more information on the full line of DEWALT high performance tools and accessories, and the Champions of the Trade Program visit

Founded in 1992, EMG (Ethnic Marketing Group, Inc.) is a full-service Hispanic owned and operated advertising and promotions agency specializing in building strong and profitable brands. Based in Los Angeles, CA., EMG creates fully integrated marketing, advertising and promotional campaigns that are culturally relevant to the Hispanic community. For more information on EMG visit



Ethnic Marketing Group, Inc. (EMG)

Robert Seibert, 661-295-5704 x25

DEWALT Expands Hispanic Market Program