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.