MIAMI: GolTV, a bilingual soccer network, has hired Newlink Communications Group as its PR and marketing AOR.
Available in about 5 million homes, the year-old network wants to build consumer demand for its product so that more cable providers will agree to carry it. It also foresees PR efforts helping it to attract more advertisers, said Eileen Montalvo, marketing director.
PR will be a major part of its marketing mix, being a cost-effective alternative to advertising. "You can't possibly finance all the exposure we'll get from PR through traditional advertising," Montalvo said
GolTV had used Newlink on a project basis. "We found the results to be far superior to what we expected," said Montalvo. So it expanded its relationship with the agency.
PR efforts will target major markets, such as New York, Los Angeles, Atlanta, and Dallas, said Angela D'Costa, a Newlink account manager.
While GolTV broadcasts can be heard in either Spanish or English, the soccer network wants to be thought of as more than just a Hispanic programming alternative.
"They're moving into the sports tier of cable programming," said D'Costa. "That is where they want to take this."
The network wants to get across the message that it will offer the best of soccer from around the world, including from non-Hispanic nations, Montalvo explained.