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.
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Filed Under: Video
Posted by Elena del Valle on May 12, 2008
Backdrop album cover
Photos, video, song: SGM Records
Oakland, California resident David Privat-Gilman, known by his artistic name David P-G, has taken the first step in the professional music business at a young age. SGM Records signed him up at 17 and now his first electronic-techno album, Backdrop, is available for the whole word to purchase. An American-Peruvian, David P-G composed, produced and promoted his first album while he was a senior in high school. Scroll down to watch Glenbrook music video and listen to Glenbrook from the Backdrop album.
David P-G producer and composer
“I very much enjoyed it. I spent hours each day working on songs because I got hooked on it,” said David P-G, who was influenced by varied music genres and incorporates different styles in his music, from hip-hip to techno.
David P-G
He composed the music, arranged the songs, produced and designed his album cover with his drawings and photographs. His first single Glenbrook and 12 other tracks are on sale at iTunes.com. David P-G plans to promote his music in the San Francisco Bay area and in his hometown.
Many of his songs were made in his early teens and he continues to pursue music as he enters college. SGM Records, a record label and production company, conducts digital video production specializing in music videos, TV commercials and public service announcements.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
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• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
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Click on the play button to listen to Glenbrook from the Backdrop album
Posted by Elena del Valle on May 2, 2008
David Beckham: Life of an Icon DVD cover
Photos, video: Liberation Entertainment/Anchor Bay Entertainment
A new film, David Beckham: Life of an Icon, an unauthorized biography of the well known soccer player, is scheduled for release to the public on DVD May 6 for $19.97. Spotted by sports scouts in a working class neighborhood at the age of 11 he was signed up to play soccer at 14 by Sir Alex Ferguson and went on to become world famous.
The film shares insights on his life from his early days; his meteoric rise in sports and fame, including some moments of Beckham’s life with his famous wife, the birth of his son, and the family’s relocation to the United States. Scroll down to watch promotional videos in English and Spanish for the DVD.
“Soccer is the biggest sport in the Spanish-speaking world and Beckham is its biggest star,” said Matt Kennedy, director of marketing for Liberation Entertainment, the DVD’s distributor. “An estimated 50 percent of the Galaxy’s fans are Hispanic and have been there from day one. They love Beckham, which was evidenced by the fact that more than a quarter million jerseys were purchased before he even played his first Los Angeles game. To them, it’s not whether he came from Guadalajara or East London, it’s that he’s a great soccer player.”
The 77-minute film includes footage from his most important games, as well as family photos supplied by David’s father. The video also features some of Beckham’s greatest moments, commentary from players and journalists as well as pictures and footage. Distributors produced promotional materials in English and Spanish. In addition to the usual mass outreach to media in print, broadcast and online, they also approached Latino media representatives.
David Beckham
David Beckham’s first taste of the U.S. came with a distinctly Latin flavor. At 13 (in 1989), Beckham flew to Texas to compete in the Dallas Cup, a top youth tournament.
“I remember meeting one of the nicest families. When we went there, each player got sort of drafted out to a house with a family and I went to this Mexican-American family,” said Beckham of his experience. “It was amazing; the experience of being part of a real Mexican-American family that loved soccer.”
That home belonged to Sam and Christine Alcala. Beckham roomed with Mike, Sam and Christine’s son. Every morning Sam would drive them to practice after breakfast. In the evenings, they ate rice, beans and tacos.
There are five extended interviews in the film: “Brand Beckham,” “The Beckham Phenomenon,” “The Kofi Annan Story,” “Beckham in America,” and “Why Beckham?” with Sir Bobby Charlton, Ellis Cashmore, Andrew Milligan, Jimmy Burns, Steve Bunce and Sasha Pasulka.
The DVD is divided into the following chapters: Life of an Icon; Style and Fashion; World Cup 1998; The Comeback Kid; World Cup 2002 – Revenge; Worldwide Appeal Brand Beckham; Fallout With Alex Ferguson; Move to Madrid; World Cup 2006; Return to Madrid; and Move Towards Hollywood and Future.
Beckham grew from a modest life as a young boy in his early soccer days to a media star and style icon into a jet-set life. He recently moved with his rock star wife Posh Spice to Hollywood, California.
Click here to buy David Beckham: Life Of An Icon
Posted by Elena del Valle on April 9, 2008
Catarino Lopez, chief creative officer of Bromley Communications, LLC
Photo, video: Bromley Communications, Burger King
Whopper Superiority “Extranjerismo,” a 30-second Burger King television commercial in Spanish, may be the reason Whopper purchases increased recently. Because the Whopper is a 50 year old product, Burger King and its ad agency consider the increases noteworthy. The ad was one of several entries recognized by the Miami Ad Federation in the Television, regional and national TV Silver ADDY category. Scroll down to watch the ad.
A project of Bromley Communications for Burger King, the ad aired January 2008 and February 2008 on MTVtr3, Fox Sports en Español, Discovery, Galavision, Mun2, Telemundo, Telefutura, Univision, and TV Azteca. The project took the team four weeks to create and three months to produce. The commercial itself was shot in one day and post-production lasted an additional month. Bromley representatives declined to disclose the project budget.
“We’re glad that our work for Burger King is recognized by the Miami AdFed and that Bromley’s creative presence in Miami continues to be established,” said Catarino Lopez, chief creative officer of Bromley Communications, LLC.
“Best in Class Hispanic Strategies” audio recording
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The target audience was Spanish Preferred Hispanic males 18-49, particularly males who visit fast food hamburger restaurants nine or more times each month. The advertising agency noticed increases of 6 percent and 3 percent for Whopper Sandwiches and Whopper Combo Meals respectively in Hispanic designated restaurants during the two-month promotional period. The company also attributes an increase in overall Average Annual Restaurant Sales of 4 percent for the quarter to the commercial.
This year, the Miami chapter received 703 entries and presented awards to 336 of them. Jorge Ulla, partner and chief ideation officer, d expósito & Partners, LLC; Aaron Alamo, associate creative director, The Vidal Partnership; Martin Cerri, associate creative director, Grupo Gallegos; and Juan Domínguez, associate creative director, The Vidal Partnership were the judges for the awards. According to an ADDY spokesperson, the system in Miami does not differentiate between English and Spanish entries and the organization doesn’t know the exact number it received of each. In the past, about 50 percent of the entries have been in Spanish.
The American Advertising Federation receives more than 60,000 entries annually and the ADDY Awards, one of the world’s largest advertising competitions. The American Advertising Federation, a not-for-profit industry association, conducts the ADDY Awards through its 200 member advertising clubs and 15 districts. The Miami chapter has 220 members.
The ADDY Awards is a three-tier system, with competition beginning at the local level. Local Gold ADDY winners automatically move on to the district-level competition. From there, Gold winners move on to compete at the national level.
Headquartered are in San Antonio, Texas, Bromley Communications is an integrated communications agency offering advertising, public relations and promotions services targeted to the Hispanic consumer. Bromley received 24 ADDY awards from the Miami chapter and 178 ADDY awards from the San Antonio chapter of the AAF.
Posted by Elena del Valle on April 7, 2008
Oye album cover
Photos, video: Nacional Records
Colombian musicians Aterciopelados seem to be at the top of their game. They are fresh on the heels of a Premio Lo Nuestro award in the Best Rock Album category for Oye distributed by Nacional Records. Oye climbed to the top on iTunes’ top Latin albums chart by the end of its first day of release and remained at the top of the chart for a week. Aterciopelados also hit the summit of eMusic’s Top Albums chart. Scroll down to listen to the song and watch the music video of Aterciopelados’ Cancion Protesta.
Oye was Aterciopelados’ first studio album in five years representing a return to a more organic, rock sound reminiscent of their earlier work. “Complemento,” the album’s first single, is an upbeat declaration of love from someone who has found her soul mate, the person that complements her.
The album also features Aterciopelados’ trademark social and political commentary in songs like Oye Mujer which asks women “are you a human being, or the erotic fantasy of some guy?” and Paces, a call to action for peace. Oye’s last single and video is Don Dinero (Mr. Money) about the power of money in the world.
Andrea Echeverri and Hector Buitrago of Aterciopelados
“I’m trying to fight Don Dinero lest all the world turn cold and money-driven. You have to open up to communicating with others, remain true to yourself and those closest to you,” said Andrea Echeverri, lead singer of Aterciopelados.
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“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
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• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
The album’s previous single was Cancion Protesta (Protest Song) characterized by a social and political commentary against war and injustice. The video features the group using guitars fashioned out of former machine guns. The special guitars were given to Aterciopelados by the United Nations in support of their efforts to take guns off the streets of Colombia. Aterciopelados co-founders Echeverri (vocals, guitars) and Hector Buitrago (bass, arrangements, and producer) also released solo albums in the past year. Echeverri’s received two Grammy nominations.
Click on the play button to listen to Aterciopelados’ Cancion Protesta
Posted by Elena del Valle on April 4, 2008
East LA Marine: The Untold True Story of Guy Gabaldon DVD cover
Photos, video: Arts Alliance America
On April 8, Arts Alliance America will release a new documentary on DVD about a Latino WWII war hero. The 77-minute film, East LA Marine: The Untold True Story of Guy Gabaldon, narrated by Freddie Prinze Jr. in English sets out to tell the story of U.S. Marine PFC Guy Gabaldon posthumously. The film producers support a national campaign to award the Congressional Medal of Honor to Gabaldon. Scroll down to watch a preview of East LA Marine: The Untold True Story of Guy Gabaldon.
Guy Gabaldon
Financed by Fast Carrier Pictures, the film was produced and directed by Steve Rubin in 2006. Gabaldon died on August 31, 2006 without ever receiving the recognition many believe was his due perhaps in part because of his Latino heritage. During the bloody struggle for Saipan in July 1944, Gabaldon is officially credited with capturing over 1,500 Japanese soldiers and civilians. This, according to the film promoters, was accomplished single-handedly and is a record in the annals of American military history.
Gabaldon’s war accomplishments were portrayed in the film Hell to Eternity around 1960. Some credit him with sharing his experience and using his celebrity to inspire new generations who valued bravery and bravado, and helping wayward teenagers in the Mariana Islands when he returned there in 1980.
Arts Alliance America, formerly known as Hart Sharp Video, was founded in January 2003. It is a home entertainment company that develops, acquires, markets and distributes DVDs in the film, documentaries, special interest and sports genres. The company has partnerships with TV Guide, E! Entertainment Television, Sundance Channel Home Entertainment, ESPN, MLB Productions, and Bombo Sports and Entertainment.
Posted by Elena del Valle on March 24, 2008
Sueño New Yorkino album cover
Photos, video: Lokixximo
Promoters of Lokixximo, made up of two enterprising New York singers and song writers, believe initial promotional efforts and developing an audience, instead of just focusing on radio hits, will lead them to long term commercial success. That is why the Latino duo is giving away an album, Sueño New Yorkino. Fans can download 14 songs, the entire album, and receive CD copies during personal appearances. Scroll down to view a video of El Perro.
Lokixximo is Bonao and Josexx
Argenis Gomez “Bonao” and Jose Perez “Josexx” make up Lokixximo with the help of Alex Mono “Add On Music” who contributes the music. After meeting in high school they participated in local talent shows. Lokixximo is a play on the word in Spanish for very crazy, loquísimo, which they feel represents their “crazy good music.” In 1996, they released their first underground Latin Urban promotional CD. By 1997, they were performing in the Bronx and in 2005 they produced their first video which was released via Verizon V Cast.
Reach Hispanics online today with
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Joel Bary, Alex Carvallo and Matias Perel
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• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
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In 2005, they appeared on the compilation “Reggaeton Nacion” and reached the Latin billboards charts in the compilation “Megaton 2006.″ That same year, they received the 2006 Reggaeton Usa award for Best Dominican Republic Latin Urban duo. In 2007, MTV Roadgames licensed nine songs for the international reality show Road to Menudo. The band received the Talento popular 2007 Award from Univision Radio.
Lokixximo
Through Sueño New Yorkino they attempt to recapture the essence of their New York storytelling skills. Lokixximo went back to their old rhyme books to create a new mix they consider more exciting than their last one. Lokixximo will distribute 3,000 promotional copies of the new release at their shows and promotional appearances.
Los Locos Tambien Comen, Lokixximo’s new album, will be released June 6 by Jet Speed Records. A music video for the new album will be recorded in The Bahamas July 5.
“We are very much looking forward to the release of Lokixximo’s Los Locos Tambien Comen album as they are our first Latin Urban group. We at JetSpeed are very excited to be expanding our label and market to the Spanish speaking community,” said Dawn Cotter, vice president New Media JetSpeed Records. “I feel that Lokixximo is the absolute best group that we could have to do so. We are expecting the album to do tremendous and will be releasing it shortly in North America after doing so we’d like to follow up with advertising and expand our distribution.”
Click on the play button to listen to Mi Barrio from the Sueño New Yorkino album.
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Posted by Elena del Valle on March 7, 2008
Artist Victor Cartagena
Photos: Victor Cartagena
Galería de la Raza, a San Francisco art gallery, will present a large-scale installation by Salvadorian artist Victor Cartagena March 7 through May 16 about the spiritual, dramatic, and human dimensions of migration. Cartagena’s solo exhibition, The Invisible Nation, will include sculptural works, video and sound installations, and a 10 foot by 24 foot public digital mural to be displayed at the gallery’s Bryant Street billboard in the highly trafficked Mission District corridor. Scroll down to watch a video from The Invisible Nation exhibit.
As part of the show there will be an artist talk featuring Cartagena and Roberto Varea, director of El Teatro Jornalero and chair of the Performing Arts Program and Social Justice Center at the University of San Francisco.
Somos Nosotros, part of The Invisible Nation exhibit
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Cartagena’s installation will be based on video and photographic portraits of immigrant residents, as well as photos from the 1970s and 1980s from Latin American archives that the artist has collected over the years. The exhibition will explore the evocative power of the characteristic black and white passport photos frequently used in Latin America to identify individuals in official documents and obituaries.
Through his work Cartagena explores public health, labor, education, family history, cultural adjustment, displacement, language, memory, loss, and survival. Through these lenses, the artist hopes to explore and articulate visually multiple aspects of the immigrant experience, to lead the viewer to understand the harsh reality met by immigrants upon entering the United States. Cartagena’s installation seeks to counter the dehumanizing and reductive representations of immigrant issues in the media.
One of items of The Invisible Nation exhibition
In The Invisible Nation, the artist responds to the unresolved discussion on immigration policy and to the rising tide of an anti-immigrant sentiment across the country. Cartagena aims to prompt, through his installation and public art components, a discussion on the complexity of immigration.
The Invisible Nation is part of Picturing Immigration, a series of exhibitions and public events examining immigration from Latino perspectives, funded by the Phyllis C. Wattis Foundation and the San Francisco Arts Commission.
Founded by a group of local artists, Galería de la Raza emerged from the Chicano civil rights movement in 1970. The gallery’s mission is “to assertively self-define the evolving values, aesthetics, and history of Latino art and culture.” It supports Latino artists in the visual, literary, media and performing art fields seeking to explore new aesthetic possibilities for socially engaged art.
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Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
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Posted by Elena del Valle on January 25, 2008
“Shoot Down” poster
Photos, video: Rogues Harbor Studios
For three years film director Cristina Khuly and producer Douglas Eger, co-founders of Rogues Harbor Studios, worked on a documentary film that opened in theaters last week. They dedicated their financial resources and countless hours to researching, documenting, interviewing and creating “Shoot Down,” an 88-minute documentary film about the tragedy that befell four members of the Miami based Brothers to the Rescue volunteer group.
On February 24, 1996, the volunteers were shot and killed by two Cuban military fighter jets while flying, unarmed, over the area between Florida and Cuba, in international waters, in search of Cuban refugees. Scroll down to watch “Shoot Down” video clip.
Cristina Khuly, director of “Shoot Down”
Cristina’s uncle was Armando Alejandre Jr., one of the four American’s killed that day. The other three men were Carlos Costa, Mario De La Peña and Pablo Morales. As part of the production for the documentary the producers scoured government documents, transcripts and never-before seen news footage of Fidel Castro. According to promotional materials, the film features voice recordings from the MiG pilots and their controllers in Havana; and the cockpit recordings from the Cessna planes, edited to re-enact the moment when they were shot down.
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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
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• 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
During the film, winner of the 2007 Sonoma Film Festival Award for Best Documentary, interview subjects speak English and Spanish. “Shoot Down” includes English subtitles for Spanish speakers. In some theaters, there will be Spanish subtitles for the English speakers. Residents of Chicago, Houston, Los Angeles, Raleigh, South Florida, and Washington, D.C. will be able to watch the film in a local theatre. Rogues Harbor Studios is expected to release the film on DVD following the theater showings.
Twenty people related to the deceased Brothers to the Rescue volunteers or involved in the case share their thoughts during the film including Miriam de la Peña, Eva Barbas and Mirta Costa Sr., mothers of a victim; Maggie Alejandre Khuly, Nancy Morales and Mirta Costa-Mendez, sisters of a victim; Marlene Alejandre-Triana, daughter of a victim; and Mario T. de la Peña, father of a victim.
Khuly co-founded Rogues Harbor Studios with Eger in 2005. Khuly, a former model and commercial actress, is an artist. Eger served as chairman and chief executive officer of Eger, Inc., a company that creates, builds, and manages high growth enterprises. Since 1997, Eger has served as president of Taconic Enterprises, Inc., a merchant bank that specializes in investing in and advising high growth companies.
Posted by Elena del Valle on January 23, 2008
Nelly Furtado interview on “LatinEyes”
Photo, video: Luminacion
“LatinEyes,” a 30-minute English language lifestyle and travel program that began airing nationally two years ago, is targeting acculturated Latinos within the United States and beyond its borders. Promoters are relying on a multiplatform approach to capture the show’s many feminine viewers wherever they may be. Scroll down to watch a short video about “LatinEyes.”
Every week, 26 million viewers, 65 percent women and 10 percent non Hispanic, watch the program on television. About 40 percent of the show’s television adult audience is 18 to 49 years old and 52 percent is between 25 and 54.
The year round program, winner of a 2006 Northern California Emmy, can be seen on television and online. Soon it will become available on cell phones and aboard some international flights. Marketers for the show hope to leverage the program’s offline presence to drive its online and other platform distribution.
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
Online, some segments of the program are available on the “LatinEyes” website, reaching between 10,000 and 20,000 fans. “LatinEyes” joined Joost in October 2007 as part of the online video collection’s catalog allowing Joost subscribers in the United States to watch the program online at a time and date of their choice. Beginning February 2008, the show will be available on mobile devices on the LatinEyes mobile social network with a built in audience of 50,000 subscribers.
“On November 2007, I came across a study from the Center for Media Research that stated 80 percent of marketers plan to spend between 10-30 percent of their marketing dollars against new and/or emerging media formats in the next two years. ‘LatinEyes’ offers marketers with access to the fast growing Hispanic market via a unique platform that encompasses online, offline and in-flight entertainment. This is a unique opportunity for marqueters that want to test new media offerings,” said Ivan Cevallos, chief executive officer of Luminacion, the program’s exclusive marketing representative.
“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 information on “Best in Class Hispanic Strategies” audio recording
In May 2008, some “LatinEyes” shows are expected to become part of the in-flight entertainment on board AeroMexico and LAN airlines in destinations to and from the U.S. to Mexico and Latin America. Between 10,000 and 30,000 passengers are exposed to the in-flight entertainment features every month.
“LatinEyes,” owned by LatinEyes Media and Andres Pruna, has been on the air since 1999, when it began broadcasting in San Francisco as a sample show for AT&T’s local television affiliate. Now, the program is broadcast to 80 markets in the U.S. via local stations, America One and CoLours networks.
Topics include music entertainment, celebrities, food, sports and travel. Celebrities LatinEyes staff have interviewed include Benjamin Bratt, Salma Hayek, Jennifer Lopez, Juanes, Nelly Furtado, Cachao, Los Amigos Invisibles, Café Tacuba and Andy Garcia. The show, produced by Pruna, has also featured trips to Argentina, Peru, Cuba, Guatemala, Ecuador and Mexico. There are seven “LatinEyes” employees, including first and second generation reporters and producers from El Salvador, Ecuador, Mexico, Venezuela, Brazil and Cuba.
In spite of the program’s enviable growth, “LatinEyes” execs are not sitting on their laurels. In addition to the expanded viewing platforms, plans are in the works for a website revamp. The new portal is expected to feature an enhanced Web 2.0 experience with social and mobile interaction as well as sponsor driven contests.
