IKEA Finds Latin Love

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Home furnishings retailer IKEA began a multimedia U.S. Hispanic marketing initiative yesterday that includes making its Spanish-language catalog available in the United States for the first time.


The Spanish-language catalog is the same 300-plus-page edition available in Spain and South America and in the United States in English.


As part of IKEA's attempt to reach U.S. Hispanic consumers, the Spanish-language edition will be available in all IKEA stores. There are no plans to offer it online. The English-language edition can be found online.


The multimedia Hispanic campaign also will include Spanish-language TV spots, print ads, bus wraps, outdoor advertising, radio commercials and public relations efforts.


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