GMAC Mortage Launches Bilingual Latino Outreach.

GMAC Mortgage Corporation launched a comprehensive national bilingual advertising and public relations campaign designed to reach Latino consumers.

The new campaign, created by Enlace Communications of Los Angeles, is centered on the theme, “La Última Palabra (The Last Word)” and introduces Pepito, the talking parrot, as the campaign’s new spokesperson. Pepito will appear in 60 second Spanish and English spots.

“We’ve taken an entirely different approach in reaching out to Latino families about home loan products through these light-hearted and informative spots, said Ennio García-Miera, vice president for the New Markets Group at GMAC Mortgage . “The commercials use Pepito in an amusing way to inform Latinos that GMAC is the last word for all their home financing needs.”

The 18-week advertising campaign will run on national Hispanic television and cable networks. The campaign also includes direct mail and radio spots.

“We felt like we really needed something to break through the clutter, and we think Pepito helps set us apart from other mortgage companies,” said García-Miera

He pointed out that the new advertising campaign is just one component of the company’s far-reaching strategy to reach Latino consumers.

“Our goal is not only to become ‘the last word’ for home mortgage products, but to inform and educate Latinos about the home financing process,” Garcia said. “That’s why we have also embarked on a national outreach initiative developed by Valencia, Perez & Echeveste of Pasadena, CA., to communicate directly with Latino consumers.”

Later in April, GMAC will introduce a national recruitment campaign created by Enlace to hire more bilingual loan officers into the company.