Posted by Elena del Valle on August 12, 2008
Diego and Tuga
Photo, video: Nick Jr.
Nickelodeon will premier Diego’s Moonlight Rescue, a 60-minute movie for bilingual preschool children, on Monday, August 18 at 8 pm ET. The new Go, Diego, Go! Primetime TV Movie with a catchy tune and fast rhythm will be simulcast on Noggin at 8 pm ET. Go, Diego, Go! is the work of creator and executive producer by Chris Gifford and Valerie Walsh Valdes, the team behind the popular show Dora the Explorer. Scroll down to watch a short preview excerpt from the movie.
“Nick Jr. viewers have helped Diego rescue all kinds of animals from red-eyed tree frogs to pygmy marmosets and spectacled bears,” said Brown Johnson, president, Animation, Nickelodeon/MTVN Kids and Family Group. “This next adventure takes our action hero with a heart to a new level as he sets out to save Luna, the moon. Preschoolers will have an amazing time exploring underwater cities and outsmarting orca whales, while learning about the ocean and its inhabitants.”
The story begins on a moon filled night. Diego, Alicia and Tuga, the leather back sea turtle, are gathered at the beach under the full moon for story time. Diego shares a fantastic tale about his adventures with Tuga and Luna the moon to help the hatching baby sea turtles find their way into the ocean. When a comet accidentally bumps Luna, she breaks into four pieces which fall from the sky into the sea. Luna must be put back together because the baby sea turtles need moonlight to find their way into the water. Diego and Tuga navigate through ocean gardens and a jellyfish cove to recover Luna’s missing pieces before the baby sea turtle eggs hatch.
Nick Jr. will roll out content from Diego’s Moonlight Rescue across the following platforms in August. Monday, August 11, 2008 Nick Jr. Video, Nick Jr.’s broadband video service available on Nickjr.com, will begin streaming a two-minute film preview and song clips as well as themed episodes from Go, Diego, Go!
That same day, a two-minute preview from Diego’s Moonlight Rescue, plus additional themed clips from Go, Diego, Go! episodes will be available on wireless carriers. Beginning Monday, August 18, Video On Demand will feature Diego’s Moonlight Rescue in its entirety, shorts and song clips from the episode and additional Go, Diego, Go! shows on Time Warner Cable, Comcast, Charter, Cablevision, Verizon FiOS and Cox. Seasons one and two, as well as some episodes from season three of Go, Diego, Go!, will be available for purchase on iTunes.
Discover from a new mom market expert how to reach Latino moms by listening to
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
Find out about
• New Latina mom market
• Baby demographics including market size, profile
• New moms’ language preferences
• Latino baby market trends
• Factors influencing Hispanic baby market
• Location of new Hispanic moms’ market
• Issues affecting new Latino moms
• Todobebe strategies
Click for information on “Marketing to New Hispanic Moms – a case study”
As part of the film promotion Nick Jr.’s website will feature an interactive game and activities to complement the premiere of the film. Beginning Friday, August 8, NickJr.com will feature the Diego’s Underwater Adventure game. The NickJr.com will also feature underwater-themed printables, crafts, and activities.I
In each episode, Diego (Jake T. Austin) receives a call for help at his Animal Rescue Center in the rain forest. With help from his friends, high-tech gadgets and viewers at home, Diego identifies and locates the animal in trouble and the adventure begins. Diego is joined by his 11-year-old sister Alicia (Serena Kerrigan), a computer whiz who is also bilingual and easily switches between speaking English and Spanish. Baby Jaguar is the animal closest to Diego’s heart.
Other characters include Click (Rosie Perez), a high-tech camera with a knack for locating lost animals; Rescue Pack, a messenger bag that transforms into any form of transportation that Diego needs, like a boat, snowboard or parasail; and the Bobo Brothers, a mischievous pair of spider monkeys. Diego’s cousin Dora also makes guest appearances in the series.
Nick Jr. is a specially designed programming block airing on Nickelodeon weekdays from 9 a.m. to 2 p.m. (ET/PT) for preschoolers ages 2-5. Nickelodeon, celebrating 29 years on the air, offers television programming and production in the United States and internationally as well as consumer products, online, recreation, books, magazines and feature films. Nickelodeon’s U.S. television network is seen in more than 96 million households.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
Posted by Elena del Valle on August 6, 2008
Greg Hammaren, senior vice president and general manager, FSN Detroit
Photos: FSN Detroit
For the first time Detroit station FSN Plus will air Spanish language coverage of a Tigers Oakland Athletics game in an effort to attract Spanish dominant viewers in the areas it serves. Broadcaster Clemson Smith Muñiz will provide a play-by-play commentary and Adrian Burgos, Jr., a Latino Baseball historian, will serve as analyst Saturday, August 9 for the Detroit Tigers annual ¡Fiesta Tigres! Night at Comerica Park. Scroll down to watch 15-second promo video in Spanish.
The Spanish-language presentation will be available to most cable and satellite households throughout the FSN Detroit regional footprint. The Spanish-language coverage is scheduled to begin at 7 pm with Smith Muñiz and Burgos, Jr. The English-language telecast of that night’s Tigers-A’s game with Mario Impemba and Rod Allen will air as usual on FSN Detroit and FSN HD. The one time effort will be promoted via FSN Detroit and local cable companies.
“This is the perfect opportunity for FSN Detroit and the ball club to reach out to an important segment of the Tigers fan base, while honoring the heritage of many fans’ favorite players,” said Greg Hammaren, senior vice president and general manager, FSN Detroit. “We are proud to provide this important piece of programming to our cable and satellite providers in conjunction with the ¡Fiesta Tigres! celebration that night at Comerica Park.”
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
¡Fiesta Tigres! is the Tigers annual salute to the contributions of Hispanics and Latinos to the game of baseball. The team’s 2008 roster includes Magglio Ordoñez, Carlos Guillen, Miguel Cabrera and Armando Galarraga (Venezuela); Placido Polanco, Fernando Rodney, Ramon Santiago, Freddy Dolsi, Aquilino Lopez and infield coach Rafael Belliard (Dominican Republic); Edgar Renteria (Colombia); and Joel Zumaya (Mexico).
“This is a historic telecast for the Tigers, and for our ¡Fiesta Tigres! celebration,” said Duane McLean, senior vice president of Business Operations for the Tigers. “We’re thrilled FSN Detroit is offering the game in Spanish-language, and joining us in honoring the contributions of Hispanic players past and present.”
The latest census data shows 4 percent, approximately 390,000, of the population of Michigan is Hispanic. The largest Hispanic communities are Grand Rapids (13.1 percent or 25,000), Pontiac (12.8 percent or 8,590), Saginaw (11.7 percent or 6,730); Detroit (5 percent or 43,500).
Broadcaster Clemson Smith Muñiz
Smith Muñiz, a native of Puerto Rico, has an extensive Spanish-language broadcasting resume, including TV play-by-play and pre- and post-game hosting for the New York Mets, Yankees and MLB International. The longtime Spanish play-by-play voice for the New York Knicks, Smith Muñiz also serves in that capacity for the New York Jets, Monday Night Football for Univision Radio, as well as Army football.
He has also worked as commentator for Super Bowl XLI and XLII, as the English and Spanish-language sideline reporter for Westwood One during the broadcast of the first NFL regular-season game in Mexico City in 2005, and as commentator during the 1997 and 1998 NBA Playoffs. A former sportswriter for the Hartford Courant, the New York Daily News and Spain’s El País, Smith Muñiz started his Spanish-language broadcast career in 1991 with ESPN International calling Australian Rules Football before graduating to major events such as the NBA Finals, Stanley Cup Finals and World Series. He is president of Smith Muñiz Productions, a New York-based company that helps clients target the Hispanic market.
Burgos, an educator and author, is an associate history professor at the University of Illinois specializing in U.S. Latino history, African-American studies, sport history and urban history. In 2007, Burgos published Playing America’s Game(s): Baseball, Latinos and the Color Line, a book that examines the impact Latino players had on U.S. professional baseball and on baseball’s color line and racial understandings.
Adrian Burgos, Jr., a Latino Baseball Historian
Burgos, who earned his doctorate from the University of Michigan, also was a contributing author to the 2006 book Shades of Glory: The Negro Leagues and the Story of African American Baseball. He served on the screening and voting committees for the National Baseball Hall of Fame’s 2006 special election on the Negro Leagues, and consulted on the Hall’s ¡Béisbol- Baseball!: The Shared Pastime project.
According to promotional materials FSN Detroit and FSN Plus coverage of the Tigers is available in 3.2 million cable and satellite households throughout Michigan and portions of Northwest Ohio and Northern Indiana.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on July 30, 2008
Bertrum and Raimundo
Photos, video: Giddy Gander Company
In an effort to support bilingual (Spanish-English) fluency in the United States beginning with children and children’s television, the Giddy Gander Company launched a cartoon series and brand called The Wumblers in early 2007. Success soon followed. So much so that beginning July 2008, the bilingual branded program is airing on Spanish language television. Scroll down to watch a promo video about The Wumblers.
Also, The Wumblers products will be sold at Walmart through a joint promotion, between The Wumblers, the National Watermelon Association, and Walmart. The promotion was due to begin this July in one of the retail merchant’s Texas stores.
The Wumblers main characters are Bertrum, a young Wumbler, and Raimundo, a bilingual Latin American snail, who are best friends. Bertrum was created to reflect the cultural issues of the toddler children who watch the series. Raimundo is Bertrum’s conscience, mentor, and best friend, even if he is a Spanish speaking snail.
Bertrum’s other imaginary friends show up to advise and tempt him at important moments. He has two loving parents, one of which runs an ice cream shop; and an “eccentric aunt” who likes to paint and sing.
A Wumbler is Born
“The idea is to help Spanish speaking children in the United States achieve English fluency in a new and innovative way while remaining consistent with the values that remain key to the strong family ties and cultural origins of this flourishing community that offers so much to our U.S. society,” said Laura J. Wellington, creator of The Wumblers.
I really believe that it’s time for someone to look up and give Hispanic-Latino children the recognition and heroes they deserve within mainstream U.S. television (and subsequent platforms) with a thrust that warrants the continued emergence and positive contributions made by the Hispanic-Latino people to U.S. (and global) society.”
The Wumblers began as a cartoon series on television nine months ago. The success of the concept is reflected in the recent promotion with Walmart and the National Watermelon Association as well as the production of DVDs that became available for retail purchase this month.
The Wumblers, multi-colored, bulbous-shaped characters, are born from watermelons and eat food that falls from the sky. They are the creation of Wellington, a preschool teacher, mother of four, and widow. In 2006, she co-founded the Giddy Gander Company LLC to respond to requests for The Wumblers.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
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Filed Under: Video
Posted by Elena del Valle on July 22, 2008
MasterCard released a Spanish language wrestler ad
Photos, video: MasterCard
MasterCard executives hope to entice cash oriented Spanish speaking Latino wrestling fans to the benefits of credit card use with Luchador, a humorous multi-platform ad campaign scheduled to air on Univision, Telemundo and Telefutura in 11 markets with large Hispanic populations. Scroll down to watch the MasterCard Luchador ad.
The Spanish language ad campaign began July 2008 with a 30-second Priceless television execution of Luchador (Spanish for fighter). In late July, the company plans to place the ads on the radio and online. Radio stations where the ad will run include KSCA FM 101.9 in Los Angeles; WCAA FM 105.9 in New York; WAMR FM 107.5 in Miami, Florida; KSOL FM 98.9 in San Francisco; WOJO FM 105.1 in Chicago; KLTN FM 102.9 in Houston; KROM FM 92.9 FM in San Antonio; and KESS FM 107.9 FM in Dallas.
Online it will appear on Univision, Batanga and AOL Latino. A revamped website and grassroots events in selected markets were launched in conjunction with the campaign.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Luchador follows a Mexican Lucha Libre wrestler as he undergoes beauty treatments to keep his style current and pays with a MasterCard. Luchador ads will run in Phoenix, Arizona; Los Angeles, Sacramento and San Francisco, California; Chicago, Illinois; Miami, Florida; New York, New York; and Dallas, Harlingen, Houston, and San Antonio, Texas.
Chris Jogis, vice president, US Brand Development, MasterCard Worldwide
“Hispanics comprise the fastest growing population in the U.S. and as a brand it is important for us to develop a genuine connection with them,” said Chris Jogis, vice president, US Brand Development, MasterCard Worldwide. “According to MasterCard research, 75 percent of Hispanics say that cash is their preferred method of payment. We would like to provide Hispanics with information on the benefits of credit and debit MasterCard for their everyday purchases, from convenience and earning rewards to building credit scores and record keeping.”
The creative development of the MasterCard Priceless campaign was handled by Joyce King Thomas, executive vice president and chief creative officer; Tim Dillingham, senior vice president and creative director; Mark Gonzalez, creative director; and Greg Lotus, senior vice president and executive producer of McCann Erickson in New York. The TV spot was produced in California by Supply & Demand production house.
The MasterCard mission is “to create more advanced methods of payment that fuel economic connections and drive real business value.”
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Comments:
Filed Under: Video
Posted by Elena del Valle on July 9, 2008
Tecate Light store floor ad
Photo, video: Tecate Light
Mexican beer maker Fomento Economico Mexicano, S.A. de C.V. (FEMSA) and Heineken USA, importers of Tecate Light, hope to attract acculturated Mexicans and Mexican-American adults in the United States with a newly released two-language multimedia ad campaign. The brand’s first dual-language ad campaign was launched June 30, 2008 in general market and Spanish language media outlets and will run through the end of 2008. Scroll down to watch a Tecate Light video ad.
The ad makes up two distinct executions under the same tag line, “Para los que quieren más,” Spanish for “For those who want more.” The English-language ads invite Mexican-American men to “break the habit” of drinking less-flavorful light beers in favor of Tecate Light.
To achieve this, two separate 30-second TV spots present men acting out their favorite guilty pleasures, such as watching telenovelas (Spanish language soap operas) and talking loudly on their cell phone, while drinking a generic light beer. In each spot, Marco Uriel, a Mexican actor chastises men for their bad beer drinking habits and invites them to try Tecate Light beer.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
The Spanish-language Tecate Light campaign plays off the concept that Mexican men in the United States shouldn’t have to settle for a less flavorful beer than what they’re used to. The “Papás” 30 second TV spot features distraught Mexican parents who share a testimonial to their adult son in the United States and their disappointment in his choice of light, flavorless beers.
“As the most popular light cerveza in Mexico, we believe it’s important to converse with our consumers in the language that they feel most comfortable. With the continued growth of the U.S. Hispanic population, and especially the second and third generation Mexican-Americans populations, we wanted to create a campaign that addresses their intrinsic yearning for more flavor in their beer,” said Carlos Boughton, brand director for Tecate and Tecate Light.
Carlos Boughton, brand director, Tecate and Tecate Light
The spots in Spanish will air in Tucson, Albuquerque and San Antonio while the two 30-second TV spots in English will air on ABC, CBS, FOX and NBC; as well as several cable channels including ESPN, History Channel, and Discovery Channel. Additionally, the Spanish-language counterpart ads will be seen on Univision, Telemundo and Telefutura throughout the 20 markets where Tecate Light is available. Print ads will run in the July issue of Maxim en Español. There will also be radio, out-of-home and point of sale components to the campaign.
The campaign work is divided between three agencies: the creative concept was developed by Adrenalina; MediaVest New York will place the ads; and Formula PR will handle public relations efforts to support the campaign.
“According to Census figures, the largest growth segment of the Hispanic population is not immigrants, but the children of immigrants who tend to be different beyond simply the language they speak,” said Manuel Wernicky, founder and principal of Adrenalina. “This is an innovative campaign because we recognized that there are two different types of consumers of Mexican descent, which is why we created two unique campaigns under one brand platform instead of simply translating the same work in English and Spanish. This is not a one-size-fits-all campaign.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
-
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
-
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Since 2004, as part of an agreement with FEMSA Cerveza, Heineken USA is the exclusive importer, marketer and seller of FEMSA’s beer brands in the United States. Heineken USA handles the marketing, sales and distribution of Dos Equis, Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light.
Headquartered in White Plains, New York, Heineken USA Inc. is a beer importer and a subsidiary of Heineken International B.V., a Netherlands company. Heineken USA also imports Heineken Lager, Heineken Premium Light, Heineken Dark Lager, Amstel Light, and Buckler non-alcoholic brew.
Founded in 1890, FEMSA is one of the largest integrated beverage companies in Latin America. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol.
Posted by Elena del Valle on July 7, 2008
The Pinker Tones Wild Animals album cover
Photo, song: Nacional Records
The Pinker Tones, a Barcelona musical duo known for their electronic sounds, released a new album in early June 2008. Wild Animals, the band’s third album in the United States, was released right before the beginning of their Vans Warped Tour with more than 40 venues across the United States. The two previous albums released in the United States are The Million Colour Revolution and 2007 remix album More Colours! Scroll down to watch a music video and listen to a song from the new album.
“Our last album, The Million Colour Revolution, was about utopia, a projection for how we wanted the world to be,” said Mister Furia. “Wild Animals is about reality, our interpretation of the actual world we live in. Songs like The Whistling Song, 24 and On Se Promenait are some of our happiest and most nostalgic yet.”
Wild Animals features special vocal guests including reggae soul performer Jimmy Lindsay from Cymande on The Whistling Song, and Amparo from Spanish band Amparanoia on Electrotumbao. The first single was the track Happy Everywhere.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
The Pinker Tones
Mister Furia and Professor Manso are the artistic names of the musicians that make up The Pinker Tones. In 2007, the band was featured in The New York Times, was in an A&E television special, performed on KCRW’s Morning Becomes Eclectic program, had a song featured on the TV sitcoms Ugly Betty and Entourage, and had video play on mtvU, MTV Tr3s, Mun2, and LATV.
The Pinker Tones also made an appearance at last year’s SXSW, where they performed five shows in 36 hours and at KCRW’s Sounds Eclectic Evening in Los Angeles. The Pinker Tones recent single Karma Hunters was selected by Mun2 as the theme song for Chicas Project, a reality show.
Salvador Rey, Mister Furia, performs on vocals, guitar, keyboards and flute while Alex Llovet, Professor Manso, performs on keyboards, samples and drums. They met in college in the late 1990s and formed the Pinker Tones in 2001.
Click on the play button to watch the music video Happy Everywhere.
Click here to buy Wild Animals
CD
Posted by Elena del Valle on June 20, 2008
Under the Same Moon DVD cover
Photo, video: Twentieth Century Fox Home Entertainment
On June 17, 2008 Fox Entertainment released Under The Same Moon (La Misma Luna) on DVD, a story about the journey of a boy from Mexico to the United States to find his mother. The 106-minute film in English and Spanish, a 2007 Sundance Film Festival Crowd Pleaser, was first released in the United States in October 2007 and again in March 2008. The DVD sells for $29.98. Scroll down to watch video trailers of Under the Same Moon.
The film stars Adrian Alonso (The Legend of Zorro), Kate del Castillo (El Derecho de nacer) and Eugenio Derbez, (Los Perplejos), Jesse Garcia (The Comebacks), Carmen Salinas (Man on Fire) and America Ferrara (Ugly Betty) in a PG13 film from first-time director Patricia Riggen.
Under The Same Moon portrays the parallel stories of nine-year-old Carlitos (Alonso) and his mother, Rosario (Del Castillo). Hoping to make a better life for her and her son, Rosario works illegally in the U.S. while her mother cares for Carlitos in Mexico. Unexpected circumstances drive Rosario and Carlitos to embark on their own journeys in an attempt to reunite. Along the way, mother and son face challenges and obstacles while maintaining the hope of being together again.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Under The Same Moon is presented in widescreen format with English, French and Spanish subtitles, and includes commentary, deleted scenes and two featurettes. Bonus content includes The Murals of Under the Same Moon Featurette and The Making of La Misma Luna Featurettes.
Twentieth Century Fox Home Entertainment LLC is the marketing, sales and distribution company for Fox film and television programming on DVD, Blu-ray Disc (BD) and Digital Copy as well as acquisitions and original productions. The company also releases all products around the globe for MGM Home Entertainment. Twentieth Century Fox Home Entertainment LLC is a subsidiary of Twentieth Century Fox Film News Corporation, a News Corporation company.
Click here to buy Under the Same Moon
Posted by Elena del Valle on May 21, 2008
Don’t Be Afraid screen image
Photos, video: Comcast
In April, the police departments of the Montgomery and Prince George’s counties in Maryland, with the help of Comcast, launched a public service campaign targeting foreign language speakers in the two counties. Don’t Be Afraid, a bi-county campaign assuring speakers of other languages that emergency services will help those who seek assistance will run through August 2008. It includes two public service announcements (PSAs) and two five-minute interview segments with each county’s chief of police at a value of more than $400,000 in air-time. Scroll down to watch the public service announcement video.
Chief J. Thomas Manger of the Montgomery County Policy Department, and Chief Melvin C. High of the Prince George Police Department recorded five-minute Comcast Newsmakers interview segments explaining the campaign’s role in ensuring the safety of the counties’ non-English or limited English speaking residents. Each chief’s interview aired on CNN Headline News in his respective county for two weeks from mid to late April.
The PSAs produced for the campaign display the “911” emergency number and the word “Help” on-screen. The word “Help” appears translated into the most commonly-spoken languages in the counties: Spanish, French, Korean, Mandarin, Vietnamese and Russian. Taped in English and Spanish, the PSAs will run cross-channel on Comcast Cable in both counties through the end of August 2008.
Sanford Ames, Jr., area vice president, Comcast
“It is Comcast’s goal to make all members of our community feel valued and safe,” said Sanford Ames, Jr., area vice president, Comcast. “We’re proud to partner with the Montgomery and Prince George’s counties police departments to publicize the availability of 911-call translation services and to eliminate the ethnic community’s fear of reporting crime.”
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Translation company owner Martha E. Galindo explains
- Why it’s important to reach your clients in language
- Ins and outs of translations issues
- How to select a translator
- What to expect
- How to save on translation costs
- Much more
Click here for information on “Hispanic Market Translation Issues”
“We are very grateful to Comcast for its commitment in helping us get this critically important message out to the community,” said Manger. “Montgomery County has a culturally diverse population and we want to make sure that our community members who don’t speak English as a first language know, that through our translation services, when they need our help they can call 911 and be understood.”
Don’t Be Afraid is the fourth in a series of public safety campaigns in which Comcast has invested its resources. Previous campaigns included Drive, Think, Live, a program the company sponsored in Montgomery County promoting driver safety among young people; as well as Pedestrian Safety, a District of Columbia metro area campaign promoting the use of crosswalks and safe driving tactics in heavily populated areas. Crossing Guards, the third in the series, highlighted school crossing guards and the work they do to keep children safe.
Posted by Elena del Valle on May 16, 2008
Bella un momento puede cambiar su vida para siempre book cover
Photos, video: Grupo Nelson
In May 2008, Lionsgate will release a 93-minute DVD version of the film Bella in the U.S. The same day the DVD is released, a 208-page novelized print version of the film, Bella: One moment can change your life forever, will become available for the first time. The DVD will sell for $27.98 and the price of the book is $14.99. Scroll down to watch a movie trailer of Bella in English.
The film is also scheduled to open in theaters in Mexico in May 2008. Bella un momento puede cambiar su vida para siempre, the Spanish version of the book, will be published by Grupo Nelson. The English edition of the book will be published by Grupo Nelson’s sister company, Thomas Nelson Fiction. Both books will be available as trade paperbacks. Grupo Nelson will launch the Spanish book version of Bella in the U.S. May 15 in Miami, Florida at the company’s annual booksellers’ conference. The book is expected to be in points of sale in Latin America after June 2008.
In
Bella, a love story, life hasn’t turned out as rosy as Jose (Eduardo Verastegui), a cook, and Nina (Tammy Blanchard) a waitress, had planned. Inspired by a true story it is described as a film that “celebrates life, love, family and relationships.” The
Bella screenplay was written by Alejandro G. Monteverde, Patrick Million and Leo Severino. The
Bella novel was written by Lisa Samson, the author of 19 books, and is based on the original screenplay.
Produced by Metanoia Films, the motion movie was released in theathers October 2007. Bella won the c People’s Choice Award of the Toronto Film Festival, Best Picture and Best Actor at the 2008 Movie Guide Awards, and the Legacy Award from the Smithsonian Institute’s Latino Center.
Grupo Nelson is the Spanish division of Thomas Nelson Publishers (founded in 1798), a publisher and distributor of books about business, culture, inspiration, Christian life, fiction and family value themes including distribution in Latin America and Spain. Thomas Nelson Publishers and Grupo Nelson are owned by Thomas Nelson, a provider of bibles, products, and live events emphasizing Christian, inspirational and family value themes.
Posted by Elena del Valle on May 13, 2008
Print ad in Spanish – click on image to enlarge
Photos, video: Pochteca Media, American Cancer Society California Division
Although cancer, a group of diseases with fast and abnormal cell growth, can affect anyone, the older a person the greater his or her chances of being stricken by this illness. According to the American Cancer Society, in 2003, 20 percent of all deaths among Hispanics were due to cancer. Looking at it another way, slightly less than half of all Hispanic men will have cancer in their lifetime, and slightly less than one third of Hispanic women will have cancer in their lifetime.
At the same time, some types of cancer affect Latinos more commonly than non Latinos. These include stomach, liver, cervix, leukemia and gallbladder. As America’s Latinos population continues to grow and age, these statistics become increasingly alarming.
To address this issue, the California Division of the American Cancer Society teamed up with two ethnic-media advertising agencies to create video and print ads targeting Chinese and Latino residents of that state with a message of hope and help. The resulting public service ads (PSAs) encourage Asian and Hispanic Americans to turn to the American Cancer Society for cancer-related information, education and services by calling the Society’s toll-free number or visiting its web pages. Scroll down to watch the new public service announcement videos in English and Spanish.
David F. Veneziano, CEO, California Division, Inc. American Cancer Society
“Our goal with this campaign is to reach out to these communities and to let them know that we are here to help with in-language information and services that support California’s diverse communities,” said Carolyn Bruzdzinski, Ph.D., chief mission delivery officer of the California Division of the American Cancer Society.
The campaign is designed to educate the state’s Chinese and Latinos about cancer and free Society programs and services available in their communities. Promoters hope the newly launched public service announcements and print ads in Mandarin, Cantonese, English and Spanish will appear in ethnic media outlets throughout California beginning in late April 2008 through May 2008. Plans are in the works for the campaign to be expanded to the national level.
“As the premier source of information about cancer prevention and treatment, the Society provides important education, programs and services that address the unique needs of the many cultures and communities which reflect the people of California,” said David F. Veneziano, chief executive officer, California Division, Inc. of the American Cancer Society. “With over 56 percent of our population comprised of minorities, this campaign is an important part of our mission to eliminate cancer as a major health problem for all Californians.”
The advertisements were developed by two Los Angeles based agencies, Pochteca Media and TEN Communications with the American Cancer Society assisting in an advisory role. It took a team of six individuals two months to complete the Hispanic market ads. The Society plans to work with the agencies and several Asian and Spanish -language media organizations to place the PSAs.
Mario Cobián, CEO, Pochteca Media
“It is our distinct honor to partner with the American Cancer Society for this extremely important cancer awareness campaign targeting the Hispanic community,” said Mario Cobián, chief executive officer, Pochteca Media. “Together, we hope to inspire the Hispanic community to take action for themselves and their families.”
“It is our great pleasure to work with American Cancer Society to help launch an in language media campaign in the Chinese market,” said Karen Park, president, TEN Communications. “This effort will not only generate awareness about the Society and its great services, but will also benefit medically underserved Chinese Americans in California. We hope more Chinese Americans will contact the Society for information and resources when dealing with cancer.”
Through the Society’s toll-free National Cancer Information Center (1-800-ACS-2345), callers who speak English, Spanish and other languages can obtain information about cancer prevention, early detection and treatment, and be linked with community resources. The Society’s website has materials in Spanish and other foreign languages.
There is also a Tell A Friend breast cancer program with a tailored component for Korean, Filipino, Vietnamese and Chinese women; Aconseje a su Amiga which encourages Latina women to get a mammogram and a Pap test; Look Good…Feel Better includes cosmetic offerings for women and is available in Spanish (Luzca Bien…Sientase Mejor); and Relevo por La Vida designed to place Relay For Life events in Hispanic communities.
The American Cancer society is a nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer through research, education, advocacy and service. The California Division of the Society has local offices in 106 communities.
TEN Communications, established in 2003, is a marketing communications agency with targeted efforts toward the growing Asian American population in the United States. The agency has with language fluency and cultural expertise in Chinese (Mandarin and Cantonese), Korean, Vietnamese, Asian-Indian, Filipino and Japanese. Pochteca Media LLC, established in 1997, is an integrated multicultural communications agency. Clients include IKEA, Tropicana Express, Latino Literacy Now and Edward James Olmos, Cox Communications, Las Vegas Convention & Visitors Authority, and Latin Grammy’s and Nevada Hispanic Services.
Click on the play button to watch the videos:
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