"This year, the game changed," said Tom Maney, SVP of advertising sales for Fox Sports en Español. "Univision and Telemundo are not doing their big upfront events. So [there is] a need for us to work incredibly close with our PR partners to generate the buzz and awareness. We needed to do a lot more PR outreach."
The network is working with AOR The Jeffrey Group on informing various stakeholders and industry publications that its upfront event is still happening, on May 19 in New York. Another message is that, for those unable to travel to New York, there is an off-site option: a virtual upfront presentation. Additionally, the campaign is using PR to promote its annual virtual scavenger hunt, a way for industry professionals to learn more about Fox Sports en Español.
"It used to be this guerilla marketing thing," said Lisa Scholtes, director of integrated sales for Fox Sports en Español, of the PR around the scavenger hunt, which also kicks off on May 19. "This is the first year ever that we are doing a PR campaign to create awareness for [it]."
The network already launched a teaser campaign, sending out giant soccer balls and giant ticket invitations to its upfront event, and has started getting involved in Twitter, which will play an important role in the scavenger hunt. Leading up to the May 19 event, the network plans to continue outreach via its e-mail database.
"[Our goal is] to out-shout everybody else in the marketplace," Maney said. "We work within a market within a market, so we have a much more complicated strategic challenge in how we talk to many different constituencies involved in Spanish-language media purchasing decisions."