The Hispanics at NBCU initiative has landed a cross-platform buy, in English and in Spanish, from insurer State Farm.
The campaign centers around the ALMA Awards, honoring Latinos in entertainment, airing Friday, Sept. 16, on NBC during Hispanic Heritage month. On-air spots will run during the NBC broadcast, as well as during mun2's rebroadcast of the awards show.
The campaign will also include online ads in both Spanish and English on Telemundo.com, tune-ins on Style, and branded interstitials congratulating ALMA winners on E!
The buy also includes sponsored segments during Telemundo's morning show, Levantate, with the show's hosts presenting profiles of nominees and discuss award show highlights. Rounding out the campaign will be State Farm-branded short form content featuring profiles of nominees and winners running throughout Telemundo's programming during September.
The Hispanics at NBCU initiative, a cross-unit marketing group assembled this spring, will provide research capabilities to measure the success of this first-time partnership, NBCU said.
"According to the Census, 12% of the US population speaks Spanish, and more than half of that group speaks English proficiently," Jacqueline Hernandez, head of Hispanics at NBCU and COO of Telemundo, said in a release. "State Farm clearly recognizes that the key to effectively reaching consumers in the rapidly growing and influential Hispanic marketplace is to target both English and Spanish media. We are excited to partner with them to create our premier customized campaign, which is specifically tailored to resonate with one of their key audiences."
Tim Van Hoof, advertising director at State Farm, said in the release: "While our campaigns have long focused on the Hispanic community, we have never before had a portal like Hispanics at NBCU that provides easy multi-platform reach to the entire spectrum of Hispanic consumers."
Ed Gold, also advertising director at State Farm, is scheduled to be opening keynote speaker at the Ninth Annual Hispanic Television Summit, sponsored by Multichannel News and Broadcasting & Cable magazines, at the Marriott Marquis New York.