Vidal Fashions Century 21 Hispanic Effort

NEW YORK Century 21 has added two TV spots to its Hispanic marketing campaign.

The ads, created by The Vidal Partnership, New York, will air on Spanish-language networks including Univision and Telemundo. The campaign is part of a long-running marketing effort to Hispanics, a representative for Century 21 said Thursday.

Both ads play off the importance of home and family, and position Century 21 as the most trusted way to buy real estate. They direct viewers to, according to a company statement. Ads will also run on radio and in print.

“While the new Spanish-language commercials emphasize the notion of the Century 21 agent as the ‘trusted partner’ a home buyer or seller desires during their real estate transaction, the messaging remains consistent with the English-language commercials that the brand launched earlier this year,” said John Greenleaf, svp of marketing, in a statement.

Spending was not released. The company spent $100 million in U.S. measured media in 2005 and $4 million in Hispanic media, per Nielsen Monitor-Plus.