2007 Beacon Awards Winners: Multicultural Public Relations3/16/2007 8:00 PM Eastern
Cable System I
Walkout Student Premiere
Time Warner Cable
El Paso, TX
In February 2006, HBO began to promote its production of Walkout, a film detailing student protests in East Los Angeles that marked the beginning of the Chicano movement. El Paso, Texas, with its prominent Latino community, would serve as an ideal venue for an enhanced student premiere to highlight the film. The Walkout Student Premiere was attended by over 500 students from several area high schools and featured educational presentations by dignitaries from the University of Texas at El Paso, as well as State Sen. Eliot Shapleigh. All five local television stations provided coverage and the El Paso Times wrote front page stories on the event two days in a row.
Cable System III
ConÉctate Con Comcast Y WAPA America!
Comcast, South Jersey Area
Upon launching Puerto Rico’s most popular network, WAPA America, Comcast and partner agency Mendoza Group Inc. implemented an integrated, multicultural marketing and public affairs strategy to build community awareness and establish a strong partnership with local Hispanic civic, arts and government agencies. The program culminated with a WAPA America Celebrity Press Tour and Launch Celebration attended by community and government representatives in the heart of Latino community in Southern New Jersey. The campaign garnered Comcast 45.4% growth in Hispanic tier subscribers.