Moroch Supports ‘Al Dia’ Launch in DFW

DALLAS Moroch Latino/Leo Burnett USA breaks a campaign Monday to introduce Al Dia, a daily Spanish-language newspaper from Belo’s Dallas Morning News. The advertising effort coincides with the paper’s launch.

The first TV spot from the Dallas shop opens with a mother and her daughter at a voting booth. As the mother places a vote into a ballot box, she says, “I am informed about issues that affect me.” The next shot shows a young man looking through the Al Dia classifieds. As he drives away in his newly purchased used car, he says, “I am reaching my freedom.” Next we see a young woman looking in a mirror as she puts on the finishing touches of her makeup. She says, “I am in the know about the coolest places.”

As the spot advances to show each character reading Al Dia, a voiceover says, “Now there is a new newspaper in Dallas/Fort Worth written in your language to enrich your life every day.” The spot finishes with the mother, the young man and the young woman all saying, “I am … I am … I am … up to date.”

Carlos Rivero, creative director of the shop, said while the primary demographic targets are Spanish and bilingual speakers, Al Dia will skew heavily towards the Spanish-speaking blue-collar worker.

“We want to cater to the Hispanic market in a significant and relevant way,” he said. “Not only will it cover local Hispanic news, but it will feature news from Mexico and the rest of the world.”

In addition to TV, the campaign will include print, radio and outdoor elements. Al Dia‘s initial daily circulation of 40,000 will be concentrated in ZIP code areas with Hispanic residents, Rivero said.

There are 800,000 Hispanics in the Dallas metropolitan area, a number that has grown 325 percent since 1980, according to the Center on Urban & Metropolitan Policy and the Pew Hispanic Center.

Al Dia‘s main competition will be Diario La Estrella, a daily Spanish publication of the Star-Telegram in Fort Worth, Texas. Rivero said the other local Spanish publications posed no threat to the Al Dia campaign.

“We took our time to do things right,” Rivero said. “This is a well thought-out campaign that supports a strong, local newspaper. It’s a daily with excellent reporters, high circulation and the best distribution.”

Other Spanish-language U.S. dailies—of which there are only a handful—include Knight Ridder’s El Nuevo Herald in South Florida, the Tribune Co.-backed La Opinion in Los Angeles, and the Tribune’s Hoy and the privately owned El Diario/La Prensa, both in New York.