BOSTON: PR efforts for Latin Music USA, a four-part TV series premiering in January 2009 from BBC and PBS affiliate WGBH-Boston, are underway with Edelman's help. The effort targets the Hispanic community to build excitement for the series and to bring more Hispanic viewers to PBS, said Robin Santos, the account manager for national marcomms for WGBH-Boston.
WGBH kicked off media outreach with a press release July 14. Romina Bongiovanni, VP of Edelman Multicultural, said trade titles and business editors will be targeted first, focusing on the documentary style of the series and its partnerships, which include a panel discussion with the Smithsonian Institution's Latino Center and an exclusive editorial content deal with People en Espaol.
Consumer outreach will begin closer to premiere date, working with the entertainment industry in the Latino market and possibly including musicians featured in the series.
"The series could break new ground in [bridging] the gap between the general... and hugely growing Hispanic markets," Santos said.