Based on the success of its 2004 grassroots Hispanic marketing program, which targeted Atlanta construction workers, DeWalt Industrial Power Tools has expanded the program to three new markets.
Champions of the Trade will honor a total of 28 Hispanic construction workers in Atlanta, San Diego, Dallas and Orlando (seven per market) 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 an assortment of DeWalt tools.
In addition to the awards, a total of seven interactive trade fairs will be held at a construction site in each target market. The trade fairs will include product demos and giveaways.
The program also features a scratch-off game, distributed at DeWalt dealers in the four cities, that dangles a chance to win a 2005 Chevy Silverado 1500 Pick-Up Truck or one of over 2,000 prizes, including tools, work boots, protective eyewear, soccer balls and jerseys and DeWalt hats.
The 2005 program kicked off April 1 and will run through Dec. 14. DeWalt’s Hispanic AOR, Valencia, CA-based Ethnic Marketing Group, handles; radio spots, remotes feeds from the trade fairs, a job hotline, public relations and P-O-P support.
The campaign last ran in Atlanta between Aug. 9 and Nov. 21, and featured 13 honorees. Attendance for all four events topped 8,500 construction workers and their families, and directly resulted in dramatic sales increases for local DeWalt distributors and retailers, according to Ethnic Marketing Group.
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