Companies leverage Hispanic Heritage Month in new campaigns

BRISTOL, CT: Honoring both the contributions of Hispanic Americans and several countries' independence holidays, Hispanic Heritage Month gives companies an opportunity to honor Hispanics, celebrate their culture, and reach out to them with new campaigns.

BRISTOL, CT: Honoring both the contributions of Hispanic Americans and several countries' independence holidays, Hispanic Heritage Month gives companies an opportunity to honor Hispanics, celebrate their culture, and reach out to them with new campaigns. This year, from September 15 to October 15, companies that traditionally target Hispanics, as well as those that focus on a broader target audience, are doing all three.

ESPN Deportes, with a target audience of Hispanic men ages 18 to 34, used Hispanic Heritage month to "bring the network closer, emotionally, to the fan base that we have," said Michelle Bella, VP of consumer and ad sales marketing at ESPN Deportes.

The "Fanático Latino" campaign highlights viewers' sports memories, with 30-second ads that will run on television, radio, and online. Working with PR AOR Conexión PR, ESPN Deportes also did business and trade media outreach.

"What we aimed to do was to capture in 30 seconds these passionate moments of fans of every nationality that we could get access to—Mexicans, Caribbeans, Puerto Ricans, Cubans, Salvadorians, Dominicans—and have them tell us what their most memorable moment was," Bella said.

The videos are also posted on a special section of ESPN Deportes' website, and the network is working with the Green Bay Packers and Chicago Bears on an outreach event at their game in Chicago on September 27.

The US Marine Corps also went the sentimental route, launching a "Family Values" campaign, sharing personal video testimonies of Hispanic Marines of all ages and ranks. The organization, which has a wider target audience, is using Hispanic Heritage Month as a chance to build awareness of the Marines among Hispanic consumers.

"The Marine Corps recruits and retains its force from the rich diversity of our nation, and producing a PSA and launching it as a part of a campaign during Hispanic Heritage Month feeds right into that," said Major John Caldwell, national director of public affairs for the Marine Corps Recruiting Command. "The aim is to educate potential prospects and influencers on the cultural importance of the values of honor, courage, and commitment within Hispanic families and in the Marine Corps."

The PSAs are also available online, and the campaign is using Facebook and Twitter to spread the word and showcase the PSAs. The Marines are working with UniWorld Group on PR outreach, including targeting local and regional media outlets near to Marine Corps recruiting stations.

The Marines decided on the themes of family values, honor, courage, and commitment as they are important issues for both Hispanic community and the Marine Corps.

Meanwhile, Corona, the Mexican beer brand owned by Crown Imports, leveraged tradition and culture in its events during Hispanic Heritage Month. Brand ambassadors went into restaurants and bars, searching for the best "Grito de Dolores," or Cry of Dolores, part of the Mexican independence history that marks Hispanic Heritage Month.

Toyota, like the Marines, is using Hispanic Heritage Month as a chance to focus on the specific target audience of Hispanics, though it launched a campaign in July targeting this community. Throughout the summer, consumers could order complimentary vehicle decals online that say, "Somos Muchos" ("We are many") with specific countries such as Mexicanos or Hondureños, followed by "Somos Muchos Toyota."

And now, during Hispanic Heritage Month, the automaker is continuing that promotion, and handing out decals at events across the US.

Additionally, brands like MillerCoors and paper product company Scott brand are honoring Hispanics for their work in the community, with the "Lider of the Year" and "Done Right Awards," respectively.

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