AARP, the organization for people over fifty, has launched a multichannel marketing effort aimed at the Hispanic/Latino market. The goal of the new push will be to develop awareness about AARP within the Hispanic community, and to acquire new members.
The campaign will feature Cristina Saralegui, a prominent talk show host. The new push marks the first time AARP has chosen a Hispanic celebrity as part of an integrated campaign.
Saralegui will be featured in television and radio spots, as well as print media outlets and direct mail pieces. The campaign was developed by Directo Hispano, and will run in key markets such as New York City, Miami, Chicago, Phoenix, Houston and Orlando.
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