`VOTO' Debuts in Minnesota With Secretary of State, Secretary Kiffmeyer and Minnesota Media Join National Campaign Aimed At Raising Latino Voter Participation.

Business Editors

MINNEAPOLIS / MCLEAN, Va.--(BUSINESS WIRE)--May 9, 2000

The Association of Hispanic Advertising Agencies (www.ahaa.org) today presented the VOTO campaign to the Minnesota public at an event hosted by Secretary of State, Mary Kiffmeyer.

`VOTO' is the first-ever major advertising campaign designed to significantly increase Latino voter registration across the nation. During the event, which is part of Minnesota's weeklong Cinco de Mayo voter drive, AHAA also introduced three new media partners La Voz Latina, Latino Midwest and La Prensa de Minnesota.

Currently in Minnesota, there are almost 19,000 Hispanics eligible to vote in the upcoming elections and yet only 8,000 are registered to vote. The U.S. Hispanic Leadership Institute predicts that over the next 25 years the Hispanic population in Minnesota will increase by 139 percent.

"The Hispanic population is growing in Minnesota and it is important to the future of our state that we empower everyone to participate in the electoral process," said Secretary Kiffmeyer. "I commend AHAA for all their efforts in launching this national campaign. We are pleased to have it running in Minnesota."

The VOTO ad, which was developed by AHAA members, uses humor to deliver the message, `if you don't speak-up someone will speak for you.' AHAA launched the multi-media VOTO campaign in mid-September and it is supported with millions of dollars in research services, media commitments, production support and creative services.

"We would like to thank Governor Ventura for his support and the opportunity to present the VOTO campaign in Minnesota," said Aida Levitan, Ph.D., chair of AHAA's Public Policy and Advocacy Committee. "We are also very pleased to be part of the Midwest Hispanic Marketing Conference and to announce the three new Minnesota media sponsors who have joined our campaign to help us reach Hispanics in Minnesota and across the nation with this important message."

The Association of Hispanic Advertising Agencies (www.ahaa.org) is the national organization of firms that specialize in marketing to the nation's 31 million Hispanic consumers, the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors.

AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA helps organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America's Hispanic consumers, who together have an estimated buying power of $458 billion.