DEWALT Hispanic Contractor's Program Exceeds All Expectations.

LOS ANGELES -- DEWALT Industrial Power Tools recently concluded its 14-week "Champions of the Trade" program which honored Atlanta's Hispanic construction workers for their outstanding commitment, dedication and accomplishments to their trade. The test market campaign, which began on August 9 and concluded on November 21, featured 13 "Champions of the Trade" honorees in weekly print ads and promotional broadcast capsules on some of Atlanta's most popular Spanish-language media.

The "Champions of the Trade" program was launched by DEWALT's Hispanic advertising and promotions agency, EMG (Ethnic Marketing Group, Inc.) and included an extensive advertising campaign, monthly "Champion of the Trade" fairs, public relations, retail support, job hotline, job-site support and instant win scratch-off game. Attendance for all four events topped 8,500 construction workers and their families, and directly resulted in dramatic sales increases for local DEWALT distributors and retailers.

"The Champions of the Trade program greatly exceeded everyone's expectations in its outreach to Atlanta's Hispanic contractors," said Sergio Fernandez, Diversity Marketing Manager at DEWALT. "The overwhelming turnout at each of our four events, plus the tremendous response to this fully integrated grass-roots program only further underscores the loyalty Atlanta's Hispanic construction workers have towards the DEWALT brand."

Hispanics represent roughly 7.5% of Atlanta's population, yet over three-quarters of its construction trade workers are from Mexico, Central America and other Latin American countries. For these workers, as well as those established second and third generation Hispanics already living in this country, work in the construction trade is about more than money; it is about self respect, strong work ethic and dedication to their craft.

Due to the enormous success of DEWALT's Atlanta Champions of the Trade test market program, DEWALT will expand its Hispanic market program to several major cities in 2005.

Based in Baltimore, MD, DEWALT manufactures and markets high performance industrial power tools and accessories for residential and industrial construction, professional remodeling and woodworking applications. For more information on the full line of DEWALT high performance tools and accessories, visit www.dewalt.com.

Los Angeles, CA based EMG (Ethnic Marketing Group, Inc.) is a full-service Hispanic owned and operated advertising and promotions agency specializing in building strong and profitable brands. Founded in 1992, EMG creates fully integrated advertising, marketing, and promotional campaigns that are culturally relevant to the Hispanic community. For more information on EMG visit www.emgad.com.