Telemundo drives interest in BMW

Placement: Buenos Dias KVEA-TV (Los Angeles), April 19

Placement: Buenos Dias KVEA-TV (Los Angeles), April 19

Who is your client, and what are its media goals?

Josette Robinson:
Our client is BMW of North America, and it wanted to communicate to Southern California Hispanics the opportunities in pursuing a career as a BMW automotive technician through the company's MetroSTEP program.

What made Telemundo's Buenos Dias a good target, and how did you pitch the producers there?

Buenos Dias is a well-respected LA morning show that reaches millions of people in the target demographic. I contacted the producers via e-mail with an English-language pitch, but I also included Spanish-language press materials. It took several weeks before they committed, but then the whole thing moved quickly.

What was the hook that got the producers interested?

Robinson: Being able to provide the nitty-gritty details in Spanish definitely helped. We also noted that BMW was working closely with the US Hispanic Chamber of Commerce, which received a grant from the US Labor Department to fund the program. Finally, we identified several MetroSTEP graduates who would be good spokespeople for the program, which provided a human interest angle.

Did you have to media train anyone who appeared in the segment?

Robinson: The recent grads were given talking points, but were encouraged to tell their own stories: how they heard about the program, what they've learned. The only other challenge was coordinating the live taping at a BMW dealership in Ontario, CA, but that ended up working well because it was close to Telemundo's studios.

What was the impact of the hit?

Robinson: The segment totaled 17 minutes on the morning of April 19, and by the end of that day, MetroSTEP officials said they'd received a huge influx of calls from people wanting more information. Traffic to the STEP Web site was also visibly up.

Name: Josette Robinson, senior account executive, Cubitt Jacobs & Prosek Communications (New York)

Placement: Buenos Dias KVEA-TV (Los Angeles), April 19

Pitch timeline: Six weeks

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