Countrywide Campaign Reaches Out to Hispanics With ‘Facilitando Sueños’.

Affirming its longstanding commitment to the Spanish-speaking community, Countrywide Home Loans, Inc. has launched a new media campaign specifically catering to the homeownership aspirations and concerns of Hispanics in the United States.

The campaign’s television and radio advertisements—rolled out this week in major markets nationwide—are designed to raise awareness in the Hispanic community regarding the affordability of owning a home, while highlighting Countrywide’s distinct expertise and special programs that help make the American dream a reality. This message is encapsulated in the tagline, “Facilitando Sueños,” which builds on the “Realize your dreamsSM” national branding campaign launched by Countrywide earlier this year.

“This targeted campaign is just one more way that Countrywide demonstrates its dedication to becoming the lender of choice among Emerging Markets consumers,” remarks Rodolfo Saenz, executive vice president of emerging markets for Countrywide. “Rather than merely translate existing English-language advertisements into Spanish, we have crafted messages that expressly speak to the Hispanic community—assuaging their anxieties, demystifying any confusion, and earning their trust. These principles are embodied in our local branches. Countrywide has more than 200 branches nationwide where bilingual home loan experts provide viable solutions from our broad array of products and services that can help obliterate the barriers to homeownership.”

Airing on Univision, Telemundo, Galavision, and CNN en Español in early and late evening news and prime news briefs Monday through Friday this fall, the campaign’s Spanish-language television ad will be complemented by three Spanish-language radio spots in five major Hispanic markets. In addition, a new English-language television commercial specifically appealing to the Hispanic community will be included in the company’s national branding campaign rotation during high-profile programs and events.

Through the “Facilitando Sueños” campaign, Countrywide aims to increase recognition among Hispanic first-time buyers and differentiate the company from its competitors based on its unparalleled product offering and solid reputation for high-caliber service characterized by honesty, integrity and expertise. The spots, developed after extensive market research, inspire hope and encourage consumers to capitalize on the opportunity to realize the dream of homeownership through a relationship with Countrywide.