NDN Political Fund Announces New National Media Campaign Using World Cup Soccer...

NDN Political Fund Announces New National Media Campaign Using World Cup Soccer to Promote Democratic Values

First ever effort to brand democrats with a growing and increasingly influential community


Washington, DC–(HISPANIC PR WIRE)–June 8, 2006–The NDN Political Fund is excited to announce the launch of a new national media campaign to bring the powerful values and agenda of the Democratic Party to tens of millions of Americans.

The campaign, “Mas Que un Partido” (“More Than a Game/Party”), will bring these values – opportunity , responsibility, fair-play and the notion that we’re all in this together – to life through the passion and power of the world’s most popular sport: soccer.

The campaign will be conducted primarily in Spanish, under the NDN Political Fund’s Hispanic brand “Demócratas Unidos,” and will focus on our nation’s rapidly expanding Hispanic communities, which now comprise nearly 15 percent of the American population.

“In the Latino world, soccer is an iconic sport,” explained NDN Hispanic Strategy Center Director Joe Garcia. “This campaign will use a uniquely powerful and resonant vehicle to bring Democrats’ values and agenda to the nation’s fast-growing Hispanic communities.”

The campaign begins this Friday June 9th and will continue for five months. It will use television, radio and the Internet. The radio campaign will be national, reaching all regions and 70 markets. It will be complemented first by an extensive television campaign on the World Cup, focused on 6 states and 9 major markets – Albuquerque, Colorado Springs, Denver, El Paso, Las Vegas, Orlando, Phoenix, Tampa and Tucson. It will be followed by a national distribution for Copa Libertadores, Copa SudAmerica and many international league matches later this summer and fall.

The primary distribution outlets are Univision, Telefutura, Fox Sports en Espanol and fabled sports broadcaster Andres Cantor’s Futbol de Primera. Given the popularity and reach of soccer in the Hispanic community in the United States, particularly in a World Cup year, this campaign will be seen and heard by more than half of all Latinos in the country.

Today the NDN Political Fund is releasing the first two ads of the campaign. The television ad is called “Hemos Esperado” (“We’ve Waited”). The radio spot is called “Enganche” (“Midfield Link”), and features the legendary voice of soccer, Andres Cantor, in the ad itself. A campaign website, http://www.ndnfutbol.org will go live on Friday.

NDN President Simon Rosenberg noted that “By using a major sport like soccer to brand Democrats with a wider audience, this innovative campaign will help show what is possible with modern media.”

Those going to the website will be able to see and hear the ads, learn more about the values and agenda of the Democrats, and order campaign-related merchandise.

Earlier this year, the NDN Political Fund’s parent organization, NDN, ran an extensive national radio advertising campaign – including buys on the shows of influential radio hosts El Piolin and El Cucuy – encouraging the Congress to pass comprehensive immigration reform. Details on this campaign can be found at http://www.ndn.org/immigration.

Our country’s surging Hispanic population has already had a powerful impact on American politics. In 2006, the first sustained media engagement by both the Democratic and Republican National Committees since the 2004 cycle took place in Spanish around the issue of immigration reform.

Advisors to NDN and the NDN Political Fund’s work in the Hispanic community include former Cabinet Secretaries Henry Cisneros and Federico Pena, National Council of La Raza founder Raul Yzaguirre, former White House Deputy Chief of Staff Maria Echaveste and more. The director of the two organizations’ Hispanic work is Joe Garcia. The Dewey Square Group’s Maria Cardona and Maria Meier are senior advisors to the project.

This new campaign, which will cost more than $2 million dollars, was developed and executed by nationally recognized Latino Ad firm Elevación (D.C./ N.Y.), our long standing friends and partners who also worked on the New Democrat Network’s pioneering $6 million Spanish-language media campaign in 2004.

In 2003-2004, the New Democrat Network spent $8.5 million on three media campaigns which communicated the agenda of the Democrats to tens of millions of Americans. These path-breaking efforts ran in 8 states: Arizona, Alaska, Colorado, Florida, Kentucky, Nevada, New Mexico and Ohio.

NDN Political Fund Announces New National Media Campaign Using World Cup Soccer to Promote Democratic Values