Latino's increasing numbers and their uncertain voting behaviors have enticed Democrats and Republicans to actively court this demographic group, seeking their partisan identification. Through an in-depth interview with campaign strategists, a thematic content analysis of Latino-oriented television advertisements, and a survey of Latino citizens in Texas, Inviting Latino Voters examines these efforts. Interview findings reveal two distinct strategies for courting this stakeholder group in Campaign 2000. Results from the content analysis of Latino-oriented Presidential campaign television spots from 1984-2000 indicate that the parties' invitations to Latinos for partisan identification are positive, Latino-centric , social uncontroversial, and empowering. And, results from the survey of Latino citizens in Texas indicate that these Latinos, especially young Latinos, feel modest identification with political parties. Latino's party identification was found to be complex, however, relating to other identification targets such as candidate and country. Connaughton concludes by arguing that identification is relational. That is, it is dynamic, it involves varying degrees of investment and it is embedded in systems of power. Implications for political parties, Latinos, organizations in general and communication scholars are discussed.