Pataki hires Arcos to win Hispanic vote

NEW YORK: Governor George Pataki's reelection campaign has hired a Latino-focused PR and marketing firm, Arcos Communications, to help its message reach Hispanic voters in New York.

NEW YORK: Governor George Pataki's reelection campaign has hired a Latino-focused PR and marketing firm, Arcos Communications, to help its message reach Hispanic voters in New York.

Arcos' work for Pataki will be the firm's first foray into politics.

The group will provide media consultation around the governor's advertising effort. The commercials produced by Arcos will run on Spanish-language and English-language media outlets.

"I think the primary intent is to communicate clearly how some of the governor's programs have had a positive affect in the Latino community," said Arcos founder Roy Cosme, who was a city official in the administration of former New York City Mayors David Dinkins and Ed Koch. "The goal is targeting issues that are important to the Latino community, and pointing out what the governor has done to have a positive impact in these areas."

Arcos recently unveiled its first radio and television spots, which focus on a New York State child healthcare program.

The hire marks the first time Pataki has tapped an outside marketing agency to deal solely with the targeting of Latino voters. The move by Pataki demonstrates that the Republican incumbent believes he can build upon his recent inroads into this traditionally Democratic constituency. Pataki has been one of few Republicans to demonstrate success in courting the Hispanic vote, a top goal of fellow Republican George W. Bush.

"Arcos is a Latino-owned firm, and will be an important part of getting out the governor's message to an important and growing group of voters," said campaign spokeswoman Molly Fullington.

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