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The Home Depot Celebrates Hispanic Culture Through Color and Paint
Challenge:
• The Home Depot®, the world's largest home improvement retailer, announced the launch of a new Hispanic color palette named Colores Orígenes. Capturing the richness of colors influenced by Latin America and the Caribbean, the vibrant palette features more than 70 colors.
• Hispanics are the fastest-growing consumer segment in the nation, representing 14 percent of the U.S. population. It is estimated that by 2008, Hispanics will have an approximate annual purchasing power of $1 trillion or 9.6 percent of the U.S. GDP.
• To pitch a feature home improvement story in the middle of one of the most active hurricane seasons, The Home Depot enlisted the help of ECA to attract the attention of local media.
Approach:
• To bring attention to the new paint line, The Home Depot hosted an interactive paint clinic showcasing the new colors of the Colores Origenes color palette.
• ECA pitched English and Spanish local print and broadcast media by sending out invitations to the media for the Colores Origenes event at a local Home Depot store. The firm also wrote a press release about the new paint line and sent out a media alert on the day of the event.
Results:
• ECA secured coverage for The Home Depot on the front page of the business section in The Miami Herald. A front-page feature article was also placed in The Sun-Sentinel Home & Garden section as well as articles in Florida Today and The Palm Beach Post.
• In total, ECA generated approximately $39,514 worth of news coverage.
Challenge:
• The Home Depot®, the world's largest home improvement retailer, announced the launch of a new Hispanic color palette named Colores Orígenes. Capturing the richness of colors influenced by Latin America and the Caribbean, the vibrant palette features more than 70 colors.
• Hispanics are the fastest-growing consumer segment in the nation, representing 14 percent of the U.S. population. It is estimated that by 2008, Hispanics will have an approximate annual purchasing power of $1 trillion or 9.6 percent of the U.S. GDP.
• To pitch a feature home improvement story in the middle of one of the most active hurricane seasons, The Home Depot enlisted the help of ECA to attract the attention of local media.
Approach:
• To bring attention to the new paint line, The Home Depot hosted an interactive paint clinic showcasing the new colors of the Colores Origenes color palette.
• ECA pitched English and Spanish local print and broadcast media by sending out invitations to the media for the Colores Origenes event at a local Home Depot store. The firm also wrote a press release about the new paint line and sent out a media alert on the day of the event.
Results:
• ECA secured coverage for The Home Depot on the front page of the business section in The Miami Herald. A front-page feature article was also placed in The Sun-Sentinel Home & Garden section as well as articles in Florida Today and The Palm Beach Post.
• In total, ECA generated approximately $39,514 worth of news coverage.
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