ADS TARGET LATINO HOME BUYING MARKET
By Gregory J. Wilcox

CALABASAS -- Hoping to tap a growing market, Countrywide Home Loans Inc. said Thursday that it has begun a national media campaign aimed at Hispanics who want to buy a home.

The campaign, with the tag line "Facilitando Sueos," which means facilitating dreams, is designed to increase awareness of the affordability of homeownership in the Hispanic community.

Rather than translate existing ads into Spanish, the campaign features ads created in that language.

Tony Valdez, the company's first vice president of multicultural marketing, said the ads are intended to make Hispanic families aware that loan programs are available that will enable them to buy a home.

"The targeted individual is currently paying what he could for a mortgage in rent," Valdez said.

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