New York based Voy Communications is preparing a fourth quarter 2005 pilot direct marketing and advertising campaign. The campaign will target bilingual and English-dominant Hispanics. Voy will market an enrollment product in cooperation with a yet undisclosed content distribution partner.
Through multiple venues including film, television, music, publishing, and internet, VOY is focused on delivering entertainment that is culturally relevant and empowering to today's “new generation” of Latinos and those discovering Latin culture.
Miami based Black Sheep will be implementing the creative and strategic aspects of the Voy campaign. Blacksheep has an in-house media planner. Most of its national media buying is outsourced to Starcom and FCB.
Dan Austin, Head of Client Services at Black Sheep tells Portada® that “the fourth quarter test ad-campaign will include Radio, Outdoor, print and direct marketing. Direct mail (solo mail) and Internet (e-blasts) will be the main component of the direct marketing campaign. Mailing and e-mailing lists will be provided by the alliance partners (an undisclosed content distribution company). Additionally, Voy is considering buying lists from third party providers.
Depending on the results during the fourth quarter of 2005, Voy will expand its campaign in 2006.