La Agencia de Orcí AOR For Bally Total Fitness.

Bally Total Fitness announced that it has selected La Agencia de Orcí & Asociados to serve as its national Hispanic marketing agency of record.

The scope of La Agencia de Orcí’s Hispanic marketing assignment will include services such as research, account planning, media planning and buying, events, public relations, promotions, online marketing, creative development, production and language services. Bally’s overall Hispanic marketing efforts may grow to reflect as much as a $10 million commitment. Original Spanish-language TV spots are scheduled to break the first quarter of 2004.

In addition to La Agencia de Orcí, Bally’s current roster of marketing partners includes strategic branding agency Foote Cone & Belding Chicago, television direct response agency A. Eicoff & Company, integrated promotions agency Flair Communications, general market media agency Initiative Media Worldwide and public relations counsel The MWW Group.

“By bringing on board La Agencia de Orcí, Bally continues to build a top-notch integrated marketing team – we are assembling a very interesting collaboration of talented agencies who are already working together as a seamless team,” said Martin Pazzani, chief marketing officer of Bally Total Fitness. “We are looking to grow club membership in many new areas and build the strength of our brand, and the partnership with La Agencia de Orcí is a critical part of our developing integrated marketing efforts for the future.”

“La Agencia de Orcí will work closely with the rest of Bally’s marketing team of agencies so our efforts will be synergistic with the client’s overall marketing goals and messages,” said Alberto Ferrer, vice president – director of client services for La Agencia de Orcí & Asociados. “We are enthusiastic about bringing to the table our U.S. Hispanic market expertise and helping Bally reach its goals.”