El Torito Restaurants Announces Angels Sponsorship

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Belacoso Communications to handle entire promotion.

El Torito is always looking for non-traditional ways to gain extra mileage in our marketing efforts. When Belacoso presented us with the idea of sponsoring the Angels bullpen, we saw it as a perfect opportunity to step up our brand recognition with someone that shares our customer values.

Real Mex Restaurants, owner of El Torito Restaurants, announced today that the company will be a sponsor of the 2007 Los Angeles Angels of Anaheim.

This relationship was created through El Torito's marketing agency, Belacoso Communications (http://www.belacoso.com), who recognized common branding opportunities as both El Torito and the Angels are dedicated to providing a memorable experience for their guests.

El Torito, whose name literally means "The Little Bull," will sponsor the Angels home bullpen. The promotion will include sweepstakes, with opportunities to win tickets to Angels games and meals at El Torito's 69 restaurants. Also scheduled are Angels Bullpen Wednesdays at El Torito restaurants in Orange and Riverside counties. Patrons will be able to watch the Angels games in El Torito cantinas while being served special menu items such as "relief pitchers" of beer and Angels Red Margaritas. At Angel Stadium, a special El Torito Night with visor giveaways will be held on Friday night, May 4 when the Angels take on the Chicago White Sox.

In addition, relief pitcher Francisco Rodriguez will be appearing at El Torito restaurants during the season.

Julie Koenig-Browne, Vice President of Marketing for Real Mex, said, "El Torito is always looking for non-traditional ways to gain extra mileage in our marketing efforts. When Belacoso presented us with the idea of sponsoring the Angels bullpen, we saw it as a perfect opportunity to step up our brand recognition with someone that shares our customer values."

Belacoso is working with El Torito to design, implement, and measure the value of the sponsorship for both parties. The agency will also be responsible for the data-driven marketing efforts and the creation of in-restaurant promotions throughout the season.

About Real Mex:
Real Mex Restaurants is the largest full-service, casual dining Mexican restaurant chain operator in the United States, with 157 restaurants in California and an additional 32 company-owned restaurants in twelve other states. These include 69 El Torito Restaurants, 66 company owned Chevys Fresh Mex Restaurants, 35 Acapulco Mexican Restaurants, 10 El Torito Grill Restaurants, the Las Brisas Restaurant in Laguna Beach and several regional restaurant concepts such as Who-Song & Larry's, Casa Gallardo, El Paso Cantina and Guadalaharry's. Real Mex Restaurants is committed to the highest standards and is dedicated to serving the freshest Mexican food with excellent service in a clean, comfortable and friendly environment. For more information, please visit the company's websites at http://www.eltorito.com, http://www.chevys.com or http://www.acapulcorestaurants.com.

About El Torito:
El Torito was founded in 1954 and includes 66 restaurants throughout California, two in Arizona and one in Oregon. El Torito restaurants are pioneers in creating fresh, authentic Mexican dishes served with warm, and genuine hospitality.

Belacoso Communications (http://www.belacoso.com):
Belacoso delivers data-driven integrated marketing solutions to clients including several divisions of Countrywide Home Loans, WellPoint (Blue Cross) and the Hong Kong Tourism Board. The agency is a partnership between creative directors Nancy Wahl and Tony Garzio, and account director Paulette Wilhelmy.

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