Telemundo was awarded first place in the grassroots marketing category by the National Association for Multi-ethnicity In Communications as part of its 2009 Excellence in Multi-cultural Marketing Awards (EMMA) competition.
NBC Universal's Spanish-language broadcaster was recognized for its six-market talent tour, which promoted novela Sin Senos No Hay Paraiso and worked to create buzz for the new novela El Rostro de Analia.
NAMIC will present the awards on Oct. 27 at a special session of their 23rd Annual Conference in Denver.
The NAMIC EMMA Awards recognize the cable industry's commitment to developing strategic and innovative approaches to ethnic-targeted marketing, while maintaining an exceptional level of creativity. The entries are evaluated on innovative strategy, strength of creative execution, implementation and results, against a standard of excellence and not against other entrants.
Telemundo's marketing team sent the top stars from the novela to six markets nationwide to meet and greet fans. The tour took place over two weeks in October 2008, and stopped in top Hispanic markets: New York, Los Angeles, Chicago, Miami, San Francisco and Phoenix. The promotion broke attendance records in every city, as well as attracted numerous local sponsorships. The tour drew in involvement from local Telemundo stations, which aided in promoting the stars' visits on-air and as part of their local news broadcasts in each city.
"Telemundo prides itself on reaching our audience across many touch points through relevant and original content, and providing an experiential component is part of achieving the right marketing mix," said Telemundo COO Jacqueline Hernndez in a statement. "We are honored to be recognized by NAMIC with such a prestigious award. This unique tour provided our on-air talent with the opportunity to connect with the local Hispanic community and contributed to the incredible ratings success of Sin Senos, while also paving the path for a great launch for El Rostro de Analia."
Sin Senos No Hay Paraiso reached new ratings heights after the tour, averaging nearly 1.2 million adults 18 to 49 in the month of October, an increase of 161% from the previous year. The premiere of El Rostro de Analia set a new record as the highest-rated debut in the history of Nielsen Television Index ratings for a 9 p.m. novela on Telemundo, with over 1 million viewers adults 18 to 49.