AARP signs on Cristina Saralegui as celebrity endorser; Multimillion dollar marketing campaign aimed to reach Hispanics 50-plus

MIAMI, May 3 /U.S. Newswire/ -- AARP, a nonprofit organization for people over 50, announced today the launch of a Hispanic/Latino marketing campaign that includes the celebrity icon Cristina Saralegui. The unveiling of the campaign took place in Miami through a celebratory reception attended by key community leaders and the media. This marks the first time AARP has used a Hispanic celebrity as part of an integrated marketing campaign.

"Cristina Saralegui is a great voice to reach the Hispanic community and like AARP she understands the importance of providing information and services that can contribute positively to Hispanic/Latino families," said Bill Novelli, CEO of AARP, "Working together with Cristina we hope to introduce more Hispanics to AARP and to show how AARP can improve the lives of Hispanics and their families."

Univision TV Host Cristina Saralegui will be featured in a national advertising spot that will be airing on Hispanic television, radio and print media outlets starting on May 1st as well as direct mail pieces. Saralegui will also appear on an advertisement, developed by the TRUE Agency, to be aired during the upcoming Alma Awards. In addition, she will attend and participate in the 2006 AARP member event in Anaheim, California this October where over 26,000 AARP members are expected to attend.

"I'm excited to be lending my voice to spread the word to the Hispanic community about AARP and the important resources and valuable information it has to offer," said Cristina Saralegui, "I feel that AARP is an important organization that can help the Hispanic community as a whole reach their goals."

The integrated marketing campaign, developed by Directo Hispano, will utilize multiple marketing channels including direct mail, print, television, radio, alternative media and DRTV. The campaign will be advertised nationally and will also employ direct marketing in key markets such as New York, Miami, Chicago, Phoenix, Houston and Orlando. The multi-channel direct marketing campaign is aimed to develop awareness about AARP within the Hispanic community and acquire new members.

Although there are an estimated 6.7 million Hispanics over age 50 in the United States, this number is expected to more than double by the year 2025. AARP is no stranger to the Hispanic community. In 2001, AARP introduced a then quarterly, bilingual publication created specifically for Hispanics age 50 and older called AARP SEGUNDA JUVENTUD magazine. In addition, the 36 million member organization works extensively with leading national and local Hispanic organizations.

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AARP is a nonprofit, nonpartisan membership organization that helps people 50-plus have independence, choice, and control in ways that are beneficial and affordable to them and society as a whole. They produce AARP The Magazine, published bimonthly; the AARP Bulletin, a monthly newspaper; AARP SEGUNDA JUVENTUD, a bimonthly magazine in Spanish and English; NRTA Live & Learn, a quarterly newsletter for 50-plus educators; and the website, http://www.aarp.org. AARP Foundation is their affiliated charity that provides security, protection, and empowerment to older persons in need with support from thousands of volunteers, donors, and sponsors. They have staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands.