'Latinos for Trump' rebrands and is set to launch as 'Latino Americans for Trump'

Donald Trump’s campaign has rebranded its Hispanic outreach, with the former president set to launch “Latino Americans for Trump” at a rally in Las Vegas on Sunday.

The switch from “Latinos for Trump” to “Latino Americans for Trump” was made to emphasize that Latinos are American, according to Jaime Florez, the Hispanic communications director for the Republican National Committee and the Trump campaign.

“It’s very important that we all understand that no matter where we’re coming from, we’re already American,” Florez said, explaining the name change. “Whether you’re African American, Latino American, Asian American, European American, wherever you come from, we are all American.”

The term “Latino” is widely considered to be a term that refers to people of Latin American heritage who live in the U.S.

In explaining the rebranding, Florez said the new campaign name was a collective idea that emerged through meetings and conference calls.

“We as Latinos want to be treated as what we are. We are already American. This is our country,” Florez said. “We came here to stay, we came here to pursue our American dream, we have our families here, and we have our future in the United States. ... Trump gave us the opportunity to feel more united with the idea of working together to make America great again.”

Florez said the campaign plans to hold rallies and launch digital, TV and radio ads in both English and Spanish. But he declined to share more specifics, including who will run the effort or how much money it will spend on outreach, saying that some details will be unveiled at Sunday’s rally.

A late start

Trump’s official Latino outreach campaign is off to a late start, less than five months before Election Day. The Republican