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Coca-Cola Welcomes Hispanics to Its World

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ATLANTA Coca-Cola plans to launch an advertising campaign here next week to attract Hispanic residents to its downtown museum and exhibit, The World of Coca-Cola, the company said.

The Lanza Group in Atlanta will create and produce print and radio ads in Spanish for the campaign. The quarter-page print ads will run in area Spanish-language newspapers, and the 60-second radio commercials will air on several Spanish-language stations. The work will run through Oct. 15, the last day of national Hispanic Heritage Month.

The assignment was awarded without a review, and campaign spending was not disclosed. It is the first time Coke has developed a campaign to attract Atlanta's growing Hispanic population to the popular tourist attraction, the company said.

"We have been studying this opportunity for a while now and thought the time was right to specifically target the market with an integrated campaign," said Jacquie Wansley, retail marketing programs manager for The World of Coca-Cola. "We plan to highlight World of Coca-Cola's fun, family-friendly, hands-on atmosphere and, obviously, Coca-Cola's longstanding ties with the Hispanic community."

The World of Coca-Cola, adjacent to the city's Underground Atlanta section, contains the world's largest collection of Coke memorabilia, including a replica of an early soda fountain and exhibits of the company's advertising over the past century. Since its opening in 1990, more than 12 million people have visited the facility, the company said.