Vonage is making progress in selling and marketing its international calling plans. Particularly as it increases it’s marketing effort of Vonage World, its unlimited local and long distance calling plan, to the Hispanic segment. “With more than 1 million subscribers or 43% of our base on Vonage World, are making steady progress penetrating international calling segments. Our increased marketing focus on Hispanic segment where we provide in language sales and service drove an increase in account starts for the second consecutive quarter,” Marc Lefar, Chief Executive Officer, said during Vonage Q1 2011 earnings call last week.
As Portada anticipated 3 months ago, Ford is renewing its agreement with AOL for the “Tu Voz en Tu Vida” channel on AOL Latino. The channel targets Hispanic women. The revamped site includes sections such as “Mujeres Como Yo”, which will feature blogs written by women on five of the five main content areas of Tu Voz, namely finance, careers, education, health, wellbeing and automotive. Read the release in Spanish here.
The United States Conference of Catholic Bishops (USCCB) announced the launch of a major Spanish-language media initiative in support of marriage and the family. The radio public service announcement (PSA) campaign, titled "Matrimonios que inspiran" (Marriages That Inspire), is composed of nine unique 30-second radio spots, targeted to different age demographics. The campaign directly speaks to the many challenges faced today by couples in sustaining healthy marriages and family life. It is designed to more-effectively address the specific pastoral needs of the Spanish-speaking community in the U.S. The PSA campaign was developed by OpenMedia (openmedia.tv) of Miami, Florida, and was financed through a grant from the Catholic Communication Campaign. The radio spots will roll out in three individual "media waves" throughout 2011, with the first announcements expected to begin airing this month (May). The radio campaign has its complement in a dedicated Spanish-language website, www.portumatrimonio.org, which launched in 2010. The successful website has had over a 100,000 visitors in just one year, and averages 1,500 visits daily. It also has 1,200 fans on Facebook. The site has received very positive reviews and feedback from Spanish-language users around the country and around the world.
Boost Mobile recently unveiled the next phase of Sin Abusos – “Leaving Abuses”, the third installment in a series broadcast commercials evolving from its highly successful 2009 “Sin Abusos” (Without Abuses) Spanish-language advertising campaign (related article:Portada Exclusive: Boost Mobile Launches Campaign targeting Spanish-dominant Hispanics). Created by Boost Mobile’s lead Hispanic advertising agency iNSPIRE!, the campaign dramatizes ways consumers are reclaiming control over their wireless services by switching to Boost Mobile. The next phase of Sin Abusos is – “Leaving Abuses”. The new campaign is part of a larger, integrated communications program that includes national radio spots, out-of-home and digital elements that highlight ways wireless customers are able to achieve the freedom they have been looking for. The three 30-second television spots focus on the company’s services including the $50 unlimited plan which offers unlimited talk, text, web, ReduPago (Shrinkage), the International Connect offer and new handset Samsung Galaxy Prevail with Android, All available on the Nationwide Sprint Network. (Marketer Interview: Boost Mobile’s New Hispanic Leadership)
•Hispanic Affiliates General Agency (HAGA)
Dallas-based Hispanic Affiliates General Agency (HAGA) just opened its doors with the goal of serving insurance needs by Hispanics. The company is actively recruiting Hispanic retail agents and aims to provide them with products and services, and access to admitted insurance markets, with which they in turn can serve their Hispanic customers.
Food flavor giant McCormick is taking their passion for flavor to the Latino market with the launch of a major new marketing campaign, the largest Hispanic marketing effort to date. Kicking off at the start of the grilling season, the Hispanic campaign is supported by a new Spanish-language website, national and local advertising, retail promotions and public relations support that extends to social media and direct marketing/event elements. The integrated program debuted with the Asando Sabroso tour (Grilling with Flavor tour) in San Antonio on Cinco de Mayo (May 5). With live radio broadcasting and giveaways, the 26-stop tour throughout San Antonio, Dallas, Houston, Austin, Los Angeles, and Phoenix, will turn retailer parking lots into a grilling fest. “Latinos share McCormick’s passion for flavor and the grilling season is a perfect time to showcase new flavors and recipes with family and friends. Besides increasing awareness of our quality products, which ignite the bold, lively flavors of Latin cooking and grilling, the campaign gives us the opportunity to support the next generation of talented culinary professionals,” said Valentín Ramirez, Vice President/Managing Director of Hispanic consumer markets for McCormick. The multi-million dollar campaign includes national and regional television advertising with spots appearing on top Hispanic networks, as well as regional radio advertising. Additional campaign elements include in-store support with display, recipes and special pricing; and a Spanish language website that encourages exploration of new flavors and the sharing of kitchen-tested recipes. Social media engagement will be active during all tour stops.
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