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 product:
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.
