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Norwegian American Hospital Launches Awareness Campaign Targeting Hispanic, African-American and General-Market Moms
Date:10/10/2008

PACO Communications Named Agency of Record

CHICAGO, Oct. 10 /PRNewswire/ -- Norwegian American Hospital has just announced the launch of its "Delivering Small Miracles" campaign, designed to build awareness of its long-standing commitment to providing the highest level of services and care through its Labor and Delivery, Special Care Nursery and Mother/Baby units.

The campaign rolled out in Chicago with a focus on public relations and advertising via billboards, geographically targeted cable television, movie theaters and non-traditional retail channels. The campaign, which targets Hispanic, African-American and General-Market moms, features the headline "Recibimos pequenos milagros todos los dias" ("Delivering small miracles every day").

"Norwegian American Hospital has been serving Chicago's near north side community since 1894," said Michael J. O'Grady Jr., the hospital's President and Chief Executive Officer. "However, the community we serve has grown tremendously and become more diverse within the last few years and so we wanted to build awareness about our dedication to primary and preventive health care and our reputation as a premier delivery hospital."

Norwegian American Hospital tapped the expertise of PACO Communications, Inc., an integrated Hispanic communications agency with clients such as AeroMexico, Tampico Beverages and Harris Bank, to develop the consumer marketing campaign. A major goal was to strengthen perceptions of the hospital as a premier family health care provider to capture a larger and broader market share.

"PACO understood the challenge we faced in competing with neighboring hospitals with marketing budgets much larger than ours," said Carmen Negron, Director of Marketing for Norwegian American Hospital. "PACO designed a campaign that incorporated stand-out creative imagery and could be delivered through unique and cost-conscious media vehicles across multiple segments with maximum impact."

"Due to Norwegian American Hospital's trade area, we opted for a highly targeted program using cable and non-traditional media to really weave the hospital's message into consumers' daily lives in unexpected ways," said Ozzie Godinez, Vice President of Marketing and Co-Founder of PACO Communications.

Specific tactics include commercials that will run during pre-feature programs in movie theaters, advertising on pizza boxes and grocery carts, and imagery imprinted on grocery store floors. Various public relations strategies will also be employed, extending the reach of existing initiatives such as the hospital's car seat safety checks, breast cancer screenings, diabetes wellness fairs and blood drives.

"We wanted the advertising imagery to connote Norwegian American Hospital's commitment to compassionate community health care in a visually striking way with broad appeal among its very diverse target demographic," said Pablo Acosta, PACO's Chief Creative Officer and Co-Founder.

Imagery featured in the ads includes highly stylized photographs of infants, as well as doctors and nursing staff. The key objective of the imagery was to create an immediate emotional connection and position the hospital as a premier option for compassionate and high quality labor and delivery services in the neighborhood.

The campaign will run through May of 2009 and will be in both Spanish and English.

Norwegian American Hospital's Labor and Delivery, Special Care Nursery and Mother/Baby units offer comfortable surroundings with the newest technology and equipment to provide family-centered care that allows expectant mothers to have a comfortable birthing experience. Other related services include ante partum testing, childbirth preparation classes, lactation counseling, and mother/baby educational classes.

Located at 1044 North Francisco Avenue, Norwegian American Hospital serves a diverse population within the Austin, Bucktown, Humboldt Park, Logan Square, West Town and Wicker Park neighborhoods.

ABOUT NORWEGIAN AMERICAN HOSPITAL

Norwegian American Hospital is an acute care hospital on Chicago's near north side. Norwegian provides high quality and compassionate health care services by partnering with patients and their families, our employees, physicians and the communities we serve. For more information about Norwegian American Hospital, visit http://www.nahospital.org.

ABOUT PACO COMMUNICATIONS, INC.

PACO is an integrated Hispanic communications agency located in Chicago. One of the fastest growing Hispanic agencies, PACO doesn't fit the traditional agency description or mold. Often considered a boutique shop, their expertise is everything but that. With client partnerships like Tampico Beverages, Harris, Easter Seals, AeroMexico, Aetna Insurance and National Pork Board (among others) -- their experience crosses borders and categories. With a full multicultural and multilingual team, PACO creates ideas that motivate consumers and makes brands relevant not just memorable. The agency is 100 percent minority owned and operated.

Media Contact:

Katherine Key, 773-489-1700

kkey@pacocommunications.com


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SOURCE PACO Communications, Inc.
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