Mike Valdes-Fauli, president and CEO of multicultural marketing company Pinta, looks at sports marketing and its growth in the Hispanic community, noting the passion of the fan base and its penchant for digital, mobile-first platforms. He highlights the NBA's Ene-Be-A program with Latino fan appreciation events and the NFL's Spanish-language broadcasts, as well as pointing to potential in choosing influencers to sway the demographic.
Mecklenburg County in North Carolina is extending its bilingual coronavirus prevention and awareness campaign with agencies Wray Ward and AC&M Group targeting Hispanic and Black communities. The campaign already includes social media, TV streaming, radio, billboards and print ads.
Maricopa County in Arizona wants to inform its Hispanic residents of the importance of voting, and outreach includes bilingual flyers, radio and TV ads and social media efforts. BeBallotReady.vote is part of the campaign to spread information about upcoming elections and polling places, with county Recorder Adrian Fontes noting, "It's our job as Americans, it's our obligation to move this democracy forward and have all of our voices heard."
Blue Cross Blue Shield of North Carolina is planning to invest $130,000 in nonprofit El Centro Hispano to boost Latino community health during the pandemic. "We think [there are] three essential things to do in order to maintain the health of our people: one is health equity, the other one is access to care and of course, information," says Gustavo Bernal, who handles multicultural marketing and sponsorship for Blue Cross NC.
A Nielsen study found that TV is the best way to reach Hispanic car shoppers, with 76% of respondents saying they recalled TV ads over other types of media. Digital ads came in next with 38% recall, followed by print media at 34%. "Investing in your multicultural consumers today by communicating more effectively offers a unique opportunity for auto marketers to optimize outcomes in a challenging environment," says Nielsen's Paula Skier.
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Latinx creators, who were notably absent in the major Emmy Award nominations announced last week, are asking for a shot in the entertainment business, through representation, recognition and amplification. TV writer Diana Mendez says, "Our purpose is really to get us into the rooms where our voices can be heard, where our unique point of views can be heard, where our experiences can be heard," adding, "And keep us in those rooms and keep us moving up the ranks long enough to take ownership of those stories and be in charge of the rooms."
The Culture Marketing Council, with pro bono work from several members, has launched "VOTO" -- a nonpartisan campaign to encourage Hispanics to register and vote in the 2020 elections and beyond. "We know Latinos are a powerful force and we want to harness that strength to impact the economy and our democracy," says CMC Executive Director Horacio Gavilan.