CNN en Español
Vive la noticia
Objective: The cable news network sought to roll out a redesigned branding package to evolve the way viewers engage with CNN en Español.
“We have a long tradition of success in Latin America and are taking steps to maintain our leadership position,” says Cynthia Hudson, SVP and GM of CNN en Español and Hispanic strategy for CNN/US. “In addition, we are surrounded by opportunities in the US and are working to assure we are best positioned to seize upon those.”
The channel will also look to invest in technology to be able to stay innovative going forward.
Idea: To launch a Miami-based production hub and open two control rooms in Atlanta, as well as an additional news studio at CNN Center. The Miami hub is set to open by the end of 2010. The channel will also roll out a slate of new programs, as well as redesigned branding with a new logo, tagline, music, and marketing campaign.
For its logo, the channel will keep its red logotype, but will now include a tilde over the two “N's.” The new tagline, “Vive la noticia,” which means “Live the news,” was designed to emphasize the relevance of the channel in the lives of its viewers.
Three of its most popular programs will be extended to an hour, while the network will add six new shows.
Tools: PR efforts around the announced relaunch included a special mailing to major radio stations and newsrooms in key Latin American markets. Junket-style interviews were conducted with Hudson. The announcement was also shared with secondary markets in Latin America.
Measurement: Monitoring of the results and earned media will be done through local agencies and tracking of press, TV, and audio clippings to determine dollar value and ROI. The new programs were slated to premiere on November 22, but the relaunch is a year-long effort that will continue to be monitored.