The current effort to promote Starz Entertainment’s new channel Encore Español is a relatively complex undertaking. We talked to Maria Zardoya, Account Executive at PMP Publicidad in Atlanta to shed more light on the project.
The new channel offers movie programming in Spanish 24 hours a day, 7 days a week in an uncut and commercial-free format.
Two separate Campaigns
“”We're actually creating two separate campaigns for Encore Español. One is
geared towards non-ENCORE customers, and one is a branding campaign geared towards existing ENCORE customers,” Zardoya tells Portada.
Demographic Target: First and Second Generation U.S. Hispanics
Period: July 2011-July 2012
Media used: :30/:60 TV spots, direct mail, web banners, CSR training materials including websites in English and Spanish and posters.
Scope of the Campaign: National
Media Buying: For TV it is coordinated through the individual affiliate systems and their media buying agencies. For other media by PMP Publicidad.
Other relevant data:
– Research shows that Hispanic households watch ENCORE programming 30% more than the average household (Source: Nielsen Jan ¹10 – Nov ¹10)
– Hispanic households are twice as likely to attend movies more than 2 times per month.
– Hispanic households watch 51% more ENCORE children¹s programming than the average household.