Our publicity and marketing campaign for HEAVEN, EARTH, TEQUILA will incorporate every possible public relations vehicle, from grass roots promotions to sponsor advertising. Our own dedicated project publicist will generate editorial attention from book syndication, trade press reviewers, feature editors, wine/spirit and fashion writers alike. In addition we’ll use various marketing themes targeted at Latino and alternately general market audiences, store events, special sales, and media opportunities will round off a full and vibrant campaign that is sure to make a presence both nationally and regionally in print, on-air and online. We will heavily promote the project over the course of a year, commencing October 2005, allowing for highly leveraged exposure through:

• Special events and author's tour: the author will tour 7-10 major markets geared to both Hispanic and mainstream populations. Events will include tequila tastings, book signings, multimedia presentations, and live entertainment.
   

• National advertising through our corporate sponsors: many of our sponsors are proud to support the cause of MALDEF and the project, and many will be helping to promote the project through their own image advertising.
   

• Ongoing targeted public relations campaign: Our dedicated publicist will coordinate all media coverage to maximize our opportunities for editorial reviews and feature stories on television and radio.
   

Promoting MALDEF

HEAVEN, EARTH, TEQUILA will make a difference in the lives of those supported by the Mexican American Legal Defense and Educational Fund (MALDEF) by donating all publishing profits.