WSL to spotlight Latino celebrities

MIAMI and LOS ANGELES: After nearly two years of limited activity,

the Calle Ocho Walk of Fame (COWF) this month plans to resume awarding

celebrity stars on Eighth Street in Miami's Little Havana


To get the word out, COWF has hired Weber Shandwick Latin (WSL) in Los

Angeles as its first PR agency of record.

This month, COWF plans to award a star to Latin music artist Jose Louis

Rodriguez. Fourteen stars will be awarded in 2002, each with its own

WSL-led media campaign.

Carmen Lawrence, account director at WSL, said each campaign will focus

on the top ten Hispanic markets in print and broadcast, as well as more

mainstream outlets such as Entertainment Tonight.

"Latin stars have become very prominent not just in the Hispanic market,

but in the general market as well," said Lawrence, who added that she

will target media in each celebrity's country of origin.

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