Carpet One Taps Hispanic Shop

LOS ANGELES VisionLatina, the Hispanic division of Heil-Brice Retail Advertising, has been enlisted for a project by Carpet One.

Manchester, N.H.-based Carpet One hired the agency to create its first Hispanic marketing tool kit, according to the shop.

Stan Langer, vice president of marketing, said in a statement that the agency’s retail experience and familiarity with the Hispanic community were the keys to the business decision. The kit will include radio and television scripts for the company’s franchisees and co-ops, print ads and point-of-purchase materials.

Javier Corona, marketing director for Newport Beach, Calif.-based VisionLatina, said the Carpet One business was assigned without a review.

Billings were not disclosed. Carpet One spent $7 million in overall measured media in 2005, per TNS Media Intelligence. There was no Hispanic market spending.