The Chicago White Sox has for the first time ever named a Latino agency of record as the team seeks to strengthen ties with Hispanic fans. The San Jose Group will do advertising, creative and public relations outreach to Latinos in the Chicagoland area.

The move is part of an effort by White Sox owner Jerry Reinsdorf and the team's top management to grow the Hispanic fan base at U.S. Cellular Field, which now stands at an average of 14 percent of total attendance

"There's a huge opportunity to present entertainment options to Hispanics in this market," says Jessica Priego-López, director of advertising and multicultural marketing and sales for the White Sox. "The reality is that there's a wide open space to step into and plenty of room to do a better job."

The ultimate goal: increase ticket sales among Hispanics.

There are roughly 2 million Latino residents in the Chicago DMA, an increase of 2.7 percent since 2008. Today, Hispanics represent one out of five residents in the DMA (HMW Archives 6/1/09. Enhanced Market Profile: Chicago).

The team is already working hand in hand with San Jose Group to develop a marketing campaign that will invite Hispanics to U.S. Cellular Field throughout the season, not just for specific Latino-focused events like Noche del Trabajador or Latino College Night.

"We have to evolve with the needs of the market," Priego-López insists. "Before, we've had straightforward marketing campaigns. This year we're looking to take it to another level, to get people's attention."

The White Sox new creative campaign will debut just in time for opening day of the 2010 season in April. The initiative will include online, print, radio, out-of-home and television executions, all of them in Spanish. 

The first task is to brand the team in the Hispanic community, especially among the less acculturated, Spanish-dominant residents, explains George San José, COO of San Jose Group.

"We're focused on putting a face on the White Sox," he adds. "A large portion of the Latino population in Chicago didn't grow up with baseball. They might have heard of the team and might have visited the park, but we need to make an emotional connection between the players, the team and the Hispanic consumer."

In contrast to previous years, the 2010 campaign will be heavy on digital components - banners, rich media and even a microsite that will be added to the White Sox existing Spanish-language website, www.orgullosox.com.

"Now it's going to be a more integrated effort," says San José.

Priego-López adds that among the new efforts planned for 2010 is to take "Día del Deporte," an event designed to expose Hispanic kids to baseball, to Pilsen, a predominantly Hispanic neighborhood in the Lower West Side of Chicago. The team has also partnered with the National Museum of Mexican Art and will hold celebrations tied to the bicentennial of Mexican independence.

"We want people to walk out of their front door and experience the White Sox," says Priego. "They're going to know that we're committed to being a part of the community, not just calling them via a television spot."