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American General To Back Lunar New Year Events

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An arm of American International Group Inc. is about to launch a month of promotions aimed at Asian-American consumers.

AIG American General, Houston, will be celebrating 2007 Asian Lunar New Year, which will occur Feb. 18, by placing ads in publications that appeal to the Chinese, Korean, Vietnamese and other Asian-American markets in California, Illinois, Texas, New York and the Washington area and sponsoring events aimed at those communities.

Much of the programming will conducted together with insurance professionals and organizations that have been serving Asian-American consumers for years, according to AIG American General, which is part of AIG, New York.