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Case Study: José Luis Orozco and Target Sponsored Literacy Events

JLO - case study pic

José Luis Orozco and Target Sponsored Literacy Events



  • For more than a decade, José-Luis Orozco, the bilingual educator, children’s author and recording artist, has partnered with Target to perform at America’s leading literacy events such as: The National Book Festival, The LA Times Festival of Books, other events celebrating Hispanic Heritage Month. José-Luis Orozco wanted to build awareness of his brand and mission as well as promote and drive attendance for the Target events.


José-Luis Orozco engaged Latin2Latin to:

  • Develop and implement a strategic media outreach campaign (General and Hispanic).
  • Pinpoint targeted media (print, broadcast, online and radio) within each market.
  • Craft bilingual pitches reinforcing key messages.
  • Create bilingual media alerts.
  • Write/translate full articles for select media outlets.
  • Conduct outreach pitching  José-Luis and Target spokespeople.


An unprecedented 40+ Million impressions have been generated to date including more than 14 National and Local media placements in leading outlets such as:

  • CNN en Español
  • Agencia EFE
  • Univision Primera Edicion
  • Terra
  • Hoy
  • KPCC
  • Washington Post
  • WETA
  • among others.