Time Warner Cable reaches out to bilingual Hispanics in Los Angeles, New York
Posted by Elena del Valle on September 23, 2009
Time Warner Cable El Paquetazo board - click to enlarge
Photo: Gotham, Inc.
Earlier this year, the cable operator hired Gotham Inc., a New York-based advertising firm, to spread the word about the launch of El Paquetazo, is new bilingual entertainment brand, to bilingual families in New York. El Paquetazo was launched in Los Angeles first. Gotham relied on broadcast, radio, and grassroots community-driven efforts with the tag line I am La Mezcla (Spanish for I am the mix), to introduce the brand in the Big Apple.
“El Paquetazo is unique as it an entertainment package built from the ground up for the Latino American consumer. Blending Spanish and English entertainment seamlessly much like the community itself moves seamlessly between Spanish and English creating its own unique mix,” said Peter McGuinness, chief executive officer of Gotham, in a press release.
El Paquetazo is a package of 140 of the Spanish and English language channels, including news, comedy, sports, music and family as well as channels from Colombia, Mexico and Puerto Rico. No further information was available according to a company representative.
Gotham, a 160-employee company, provides communication services for clients in fashion and beauty, retail, healthcare, financial services, and packaged goods such as: Lindt, Fresh Direct, Yellowbook.com, Sony Ericsson, Bausch & Lomb, Maybelline, Remington, RSM McGladrey and Newman’s Own. The Time Warner mission according to the company website is to “Connect people and businesses with information, entertainment and each other. Give customers control in ways that are simple and easy.”
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