El Paso group to push Love for Juárez campaign in US
EL PASO — Juárez will soon be the object of a U.S. marketing campaign to channel money to the violence-torn city.
The Paso del Norte Group is registering a logo and the slogan “Amor por Juárez” (Love for Juárez) as two important parts of the effort. Juárez’s city government granted it the rights for a campaign loosely patterned after a promotional effort that helped New York City rebound from economic chaos.
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After that, the U.S. State Department, through its Agency of International Development, granted $1.53 million to the Paso del Norte Group to become the leaders of the fund-raising project for Juárez.
The money is part of the second phase of the Merida Initiative, which the United States launched in 2007 and which provided $1.3 billion to help Mexico combat organized crime.
One of its many plans to assist social development and economic growth is the “Amor por Juárez” campaign. The Agency of International Development will fund the campaign at least until the end of 2013.
Paso del Norte Group applied for the logo’s registration so that it is protected by law and no other businesses on the U.S. side can use it. In Mexico, anybody can use the logo.
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