The Harris campaign is launching its largest effort yet to reach Latino voters, with new spending on Spanish-language radio and an organizing push around boxing matches and baseball games as National Hispanic Heritage Month kicks off this weekend.
The investments come as early voting is set to begin soon in some of the critical battlegrounds that are home to sizable Latino populations, like Arizona, Nevada and Pennsylvania.
Vice President Kamala Harris will address the Congressional Hispanic Caucus Institute’s annual conference on Wednesday, according to a senior campaign official, and Minnesota Gov. Tim Walz is expected to pitch Latino voters in swing states in the coming weeks. Surrogates will be a part of the travel plan as well, the official said in plans first shared with NBC News.
Rep. Adriano Espaillat, D-N.Y., Sen. Ben Ray Lujan, D-N.M., and Harris campaign manager Julie Chavez Rodriguez will all attend the highly anticipated super middleweight fight between Canelo Alvarez and Edgar Berlanga in Las Vegas on Saturday night, a day after former President Donald Trump held a rally in town.
Mobile billboards featuring “Luchadora,” an ad aimed at Latino voters that discusses Harris’ work on the border and actions taken against cartels when she was the California state attorney general, will fan out near the venue that evening.
“Latinos con Harris-Walz” will also hold events in Michigan, with Rep. Chuy Garcia, D-Ill., attending a Detroit Tigers Hispanic Heritage tailgate event on Saturday. On Sunday, Chavez Rodriguez will headline a “call-a-thon” that seeks to reach 500,000 voters in 30 days, according to the campaign.
“Hispanic Heritage Month is an important moment to celebrate the richness and diversity of Latino communities across the country,” Chavez Rodriguez told NBC News in a statement. “It is also a critical moment for us to leverage, as we continue to reach Latino voters about the stakes of this election, how crucial their vote will be in deciding this race, and defeating Trump and his anti-Latino agenda.”
Latino leaders, including Health and Human Services Secretary Xavier Becerra and Education Secretary Miguel Cardona, will participate in events in Arizona and Pennsylvania, respectively. The Harris campaign is also planning to host gatherings around Mexican Independence Day on Monday, including voter contact events at churches.
Beyond in-person events and organizing, the campaign plans to devote $3 million to new ads on Spanish-language radio from Sept. 15 to Oct. 15, which is among the largest and “most significant” spending in Hispanic media ever, according to the senior campaign official.
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