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Thursday, September 9, 2010
Posted by Elena del Valle on December 15, 2009
An article profiling Elena del Valle, principal LNA World Communications and HispanicMPR editor and host, was published in the October 2009 issue of Somos Magazine for Hispanic Heritage Month. The Spanish language article was written by Luisa M. Fournier-Padró and also appears in the online edition of the publication at Somosonline.com.
Posted by Elena del Valle on September 21, 2009
Luis Silberwasser, SVP and GM, Discovery Networks U.S. Hispanic Group
Photo, video: Discovery en Español
Discovery en Español will celebrate Hispanic Heritage Month 2009 with four original productions scheduled to begin airing September 20 and continue every Sunday night at 9 pm E/P during Hispanic Heritage Month (traditionally celebrated September 15 to October 15 see Getting Ready for Hispanic Heritage Month). The theme for this year is the optimism, determination, perseverance and courage of Hispanics to survive and conquer adversity. Scroll down to watch a Discovery en español video in Spanish about the 2009 Hispanic Heritage Month campaign.
The programs will explore the pilgrimage that transformed the lives of field workers and gave rise to César Chávez, a well known Latino leader, in La Marcha de las Uvas. Un Continente Tiembla, Vivir Para Contarlo, and Atrapados, focus on the fighting spirit of Latinos and their a shared drive and aspirations.
“During Hispanic Heritage Month, we look to offer our audience programming that is objective, enriching, and relevant. This Hispanic Heritage Month Discovery en Español will celebrate Hispanics, not only through original programming, but also via a national sweepstakes that will offer one lucky winner the chance to get a head start and to make his or her dreams come true,” said Luis Silberwasser, senior vice president and general manager of Discovery Networks U.S. Hispanic Group.
La Marcha de las Uvas, scheduled to air Sunday, September 20 at 9 p.m. is a one-hour special about Hispanic farm workers’ fight for equality in March of 1966 in Delano’s Fields, California. At that time, 70 grape pickers left the field to protest accompanied by the banner of the Virgin of Guadalupe and led by a humble farmer. The march culminated 25 days later, in Sacramento, with 10,000 people. The program name means The March of the Grapes in Spanish. The production required nine months and was filmed mostly in Delano and Sacramento, California by Eye Works/Cuatro Cabezas under the supervision of Michela Giorelli, director of production and development, Discovery en español.
Un Continente Tiembla, scheduled to air the following Sunday at the same time is a documentary about some of the worst natural disasters of Latin America. The goal of the program is to capture the spirit of survival of that region’s inhabitants. Using archival footage and dramatizations the producers showcase people’s resourcefulness when dealing with earthquakes and volcanic eruptions in Venezuela, Colombia, Peru, Guatemala, El Salvador, Mexico and Chile.
Atrapados airs the first Sunday in October and shares the story of 65 miners who died after an explosion at a coal mine in Mexico. The producers address the dangers of mining, what they believe may be one of the world’s most dangerous industries. The human story of the Mexican disaster is the central theme of the program which examines what happened at the Pasta de Conchos mine in Coahuila; how the trapped miners were cut off behind caved-in roofs with insufficient oxygen, and how and why the rescue workers, even after days of courageous efforts, were unable to reach them in time.
A series of six episodes,Vivir para Contarlo, is scheduled to begin airing Sunday, October 11) at 9 p.m. It is about some of the most terrible tragedies in Latin America, from the view point of the survivors, the rescue teams and the journalists who covered them. Each of the episodes will cover one particular tragedy, mixing archival footage, interviews, where-are-they-now sequences and dramatization. The series begins with Avalancha, Spanish for Avalanche, and runs every Thursday starting on October 29.
Starting on September 15, the Spanish language network will invite viewers to participate in its national Dreams come True initiative, which incorporates a sweepstakes and a virtual online share at discoveryenespanol.com. On the website visitors are in invited to exchange stories of aspiration and triumph via video and photo uploads.
Executives hope to receive submissions online that illustrate the dreams and achievements of Hispanics in the United States. They also anticipate 8 million impressions. Visitors can register for a chance to win a $5,000 cash prize towards a dream of their choice by calling 1.877.345.GANA or visiting the network’s website before midnight on October 15, 2009.
Discovery en Español, the Spanish-language voice of Discovery, offers Spanish speaking viewers in the United States science and technology, world culture and history, nature and wildlife and real-life drama from a selection of the Discovery networks and in house original Spanish-language content.
Posted by Elena del Valle on July 27, 2009
2009 Hispanic Heritage Month poster for sale at Diversity Graphics
Photo: Diversity Graphics
Every year, companies across the country seek the patronage of Latino and Latino oriented customers between mid September and mid October during Hispanic Heritage Month. And, many organizations serving Latino communities take advantage of the opportunity to seek exposure and showcase their successes.
This year, for example, the Congressional Hispanic Caucus Institute (CHCI) plans Latinos Leading in a Global Society events sponsored by Wal-Mart Stores; KCET, a Southern California TV station, will celebrate through a Hispanic Heritage Month Local Heroes Award; the National Football League and ESPN will celebrate Hispanic Heritage Month with a series of special events surrounding the New York Jets at Miami Dolphins Monday Night Football game on Monday, October 12; and NBC’s Washington, D.C. affiliate is holding a Hispanic Heritage Month Essay Contest to name just some examples.
Ana Rodrigues, an artist from New York, with the guidance of Steven Rodiguez of Diversity Graphics, designed the company’s 2009 Hispanic Heritage Poster. The poster represents Hispanic/Latino culture throughout the world and the community’s impact on American society. The artists included an image of the continents, the American Flag and the silhouettes of various figures including a graduate, a judge, family and politician along with the phrase “¡Sí Se Puede!” to reflect “unity, empowerment, and the importance to get involved.”
“Diversity Graphics has been celebrating Hispanic Heritage Month (and all other major celebrations) for over 25 years, providing posters, buttons and other materials for sale to help others celebrate in the workforce, schools or public thus educating the importance of Diversity. Hispanic Heritage Month is one of our most successful celebrations,” said Mark Martinez, owner of the the California company.
How and when did this tradition get started? In September 1968 when Congress and then President Lyndon B. Johnson proclaimed National Hispanic Heritage Week to celebrate the culture and traditions of people with roots in Spain, Mexico and the Spanish-speaking nations of Central America, South America and the Caribbean. Twenty years later the observance was extended to a month.
According to the United States Census Bureau, September 15 was chosen as the first day for the celebration because it is the anniversary of independence of five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. In addition, Mexico and Chile celebrate their independence days on September 16 and September 18, respectively.
Why do so many companies care about Hispanic customers? Even by the conservative estimates of the United States government, as of the most recent figures released there are 47 million Latinos (46.9 million) in the country, representing 15 percent of the population. That does not include another 4 million souls on the island of Puerto Rico. Looking toward the future those who estimate population size and composition believe there will be 132.8 million Latinos in the United States on July 1, 2050, representing 30 percent of the population.
If we look at the numbers in another way, the Hispanic population in the United States in 2008 was second only in size to that of one country, Mexico. That is because our neighbor to the south has a population estimated at 110 million, more than double the Hispanic population of the United
States (46.9 million).
At the same time, there are 16 states with at least a half-million Hispanic residents: Arizona, California, Colorado, Florida, Georgia, Illinois, Massachusetts, Nevada, New Jersey, New Mexico, New York, North Carolina, Pennsylvania, Texas, Virginia and Washington. Yet, being Hispanic isn’t just about speaking Spanish. Although in 2007, 35 million U.S. residents five and older spoke Spanish at home more than half of these Spanish speakers spoke English “very well,” according to the Census folks.
Target Latinos effectively by understanding how they shop
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on December 11, 2008
Mixplay website page – click on image to enlarge
Photos: Mixplay
Mixplay, a video portal owned by Claxon and designed for Spanish speakers in Latin America, Spain and the United States, is 18 months old this month. Since it was established in May 2007 it has had a 250 percent growth in online traffic.
Mixplay users, who range in age between 17 and 35, rely on the website to complement their traditional television programming consumption. Mexico is the top country of origin for the portal followed by Argentina, Colombia, Chile, Peru, United States, Brazil, Uruguay and Spain.
According to a press release, the website is developed 100 percent in Latin America. It is especially designed for new devices and users that want complete control of what, when and where to enjoy the portal’s professionally produced video content.
Mixplay offers visitors videos in the following categories: Music, Prediction, Women, Children, Men, Entertainment, Sports and TV Channels (mainly those produced by Argentinian company Cuatro Cabezas and BBC documentaries).
There are also in-house productions of guitar workshops, video horoscopes and tarot, stories, magic tricks, experiments for kids, as well as exclusive interviews, show coverage, and how to apply make up videos. The programs are produced with Studio Web TV, a 360 degree format that is compatible with Internet requirements as well as digital TV and mobile devices.
A Mate.ar representative with Mixplay staff members Patricia Tomasini and Cristian Betti
“The video content industry evolves alongside new media offering a publicity evolution,” said Patricia Tomasini, marketing and content manager of Mixplay. “Our growth demonstrates that Spanish speaking users incorporates multimedia content as a new entertainment format that, unlike traditional media, allows users to decide the best time and place to consume it.”
Launched in May 2007, Mixplay offers an online forum for the distribution of in-house and third party audiovisual content in the region. It is backed by Microsoft and Intel. Ad revenue provides financial support for the website, allowing visitors subscription free access to the portal. Company executives plan Video On Demand (VOD) and Pay Per View (PPV) subscriptions and packages for the future.
Mate.ar recently recognized the company with an award for innovative technology and audiovisual content. More than 3,000 websites were considered as part of the awards process. Mixplay was recently redesigned with Microsoft Silverlight technology and now offers a new user inter phase format.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
Posted by Elena del Valle on October 8, 2008
JC Chavez DVD cover
Photo: ESPN Films
In an effort to capture the elusive market of young Latino men ESPN premiered its first Spanish language film September 27 on ESPN Deportes and ESPN Classic. The film, JC Chávez, chronicles boxer Julio Cesar Chávez’ rise in popularity. ESPN and Genius Products, L.L.C., planned to release JC Chávez on DVD September 30 for a suggested retail price of $19.95. Plans were also in the works for Red Envelope Entertainment to distribute the film digitally on Netflix on the DVD release date. Scroll down to watch a clip from the film in Spanish with English subtitles.
JC Chávez, part of the company’s Hispanic Heritage Month programming line-up, was scheduled to appear on ESPN Deportes in Spanish with Spanish graphics; and on ESPN Classic in Spanish with English subtitles and graphics.
Eric Conrad, director of Programming and Acquisitions, ESPN Deportes
“Julio Cesar Chávez is one of the most beloved boxing icons of all times,” said Eric Conrad, director of Programming and Acquisitions, ESPN Deportes. “We are excited to have the opportunity to present ESPN Film’s first Spanish-language films in primetime. His story resonates not only with his countrymen, but with all who have worked hard to be the best at their craft.”
The film also represents Diego Luna’s directorial debut. According to promotional materials, the 78-minute film portrays an intimate account of the struggle and success of Chavez, considered by some a national hero, from humble beginnings in Culiacan, Mexico to a boxer of international renown. The film features interviews with Chávez’ family and friends, Mike Tyson, Oscar De La Hoya and Mexico’s former president. JC Chávez was produced by Canana, a film and production company based in Mexico City.
A moment during the filming of JC Chavez
Click here to buy J.C. Chavez
“The story of Julio Caesar Chavez is one of struggle and perseverance,” said Tori Stevens, vice president, Multi-Platform Development, ESPN. “Chávez was the first boxer to rise out of Mexico and for that, he will always be a national hero. ESPN Home Entertainment is excited work with ESPN Deportes to present JC Chávez as its first Spanish-language DVD project in the Hispanic marketplace.”
The JC Chávez DVD special features include fight highlights, interviews from the ESPN archives and two different ESPN Deportes Profiles episodes on Julio Cesar Chávez. Additionally, the special features include original Spanish language audio with English translations or optional English subtitles.
ESPN Home Entertainment, a division of ESPN Enterprises, provides home entertainment sports products, including movies, documentaries and instructional DVDs. ESPN Home Entertainment is one of the business units within ESPN, Inc., a multinational, multimedia sports entertainment company featuring a portfolio of more than 50 multimedia sports assets.
Canana focuses on projects natured in Latin America with a worldwide perspective including the development of films in Spanish and English. It was founded in 2005 by Mexican actors Gael Garcia Bernal and Diego Luna, together with producer Pablo Cruz.
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Posted by Elena del Valle on September 18, 2008
Payless ShoeSource Trinity necklace
Photos: Payless ShoeSource
To celebrate Hispanic Heritage Month, Payless ShoeSource is launching the Payless Inspiring Possibilities scholarship program to raise funds for the Hispanic Scholarship Fund (HSF). Beginning September 2008, 650 Payless stores nationwide and the company website began offering a limited edition Trilogy necklace. The black corded necklace with three hoops and inspirational words in English and Spanish: Believe/Creer, Dream/Soñar, and Inspire/Inspirar, sells for $4.
Close up of Payless Trinity necklace
As part of the project, Payless will donate 100 percent of the net profits from the necklace sales to the HSF, making a minimum donation of $35,000. Company representatives expect to distribute a minimum of a dozen $2,500 scholarships as a result of the new initiative.
“Youth and education are critical to the future of our nation,” said LuAnn Via, president and chief executive officer of Payless. “Our efforts in September are focused on supporting Hispanic youth with our Payless Inspiring Possibilities program. The unique, limited-edition Trilogy necklace is available for only $4, a price point accessible to so many. Together, we are truly celebrating Hispanic Heritage Month and benefiting young Hispanics with strong opportunities for higher education and to help them achieve their goals and make their dreams come true.”
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
Spanish language necklace – click on image to enlarge
“HSF provides the Hispanic community with more college scholarships than any other organization,” said Gaby Alban, Hispanic spokesperson for Payless. “We at Payless are proud and honored to partner with the HSF in supporting their mission to double the rate of U.S. Hispanics earning college degrees.”
Payless ShoeSource, Inc., a unit of Collective Brands, Inc., is one of the largest specialty family footwear retailers in the United States. As of the end of first quarter 2008, the company operated more than 4,500 stores. Since 2004, Payless has established formal programs to support important causes by selling on-trend items and making them accessible with affordable price points at the same time donating 100 percent of the net profits from the sales of the item to the cause.
Founded in 1975 as a not-for-profit, the HSF is a Latino scholarship organization. During the 2007-2008 academic year, HSF awarded almost 4,100 scholarships exceeding $26.7 million.
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
Click here for information on “Moving Beyond Traditional Media Measurement”
Posted by Elena del Valle on September 16, 2008
Avatar Girl on Board
Photos, game: Sorpresa!
In August, ¡Sorpresa!, a children’s network and part of Juniper Content Corporation, began offering its audience Club Time Machine, one of the first in-language online, virtual world experiences in the United States focused on Hispanic youth. Juniper Content reached an agreement with vWorld Corporation Ltd., a Netherlands-based online entertainment company that developed and owns Club Time Machine. The agreement covers the United States and its territories and possessions, as well as the non-exclusive rights to the English version. Scroll down to see a sample Club Time Machine game.
Club Time Machine is a 2.5D virtual world where kids create avatars to visit themed time periods to socialize, learn and play. It is subscription-based with monthly fees of $5.95. A six month package is available for $29.50 and a one year package sells for $56.50.
Avatar Boy on Board
“There are 23 million Hispanics online growing to 30 million over the next four years with one in four Hispanics under the age of 14,” said Stuart B. Rekant, Juniper Content chairman and chief executive officer of ¡Sorpresa!. “Online virtual worlds, the equivalent of social networking to kids and young teens, have received great acceptance in the general market. Virtual world participation is projected to grow 300 percent to 20 million users by 2011, and being a first mover in the Hispanic youth arena gives ¡Sorpresa! a distinct advantage as well as an additional source of revenue beyond affiliate fees and ad sales.”
Club Time Machine’s Parrot’s Revenge
In Club Time Machine, kids become Hoovers, avatars who travel between time periods on rocket-powered Hooverboards to play games, go on adventures, collect souvenirs, earn gold to buy energy for their rockets, and chat with other Hoovers. Visitors to the game website can play a sampling of Club Time Machine games, watch videos, download wallpaper, and print and color pictures to get a feel for the user experience. From there, visitors can access the full Club Time Machine virtual world with a paid subscription.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
vWorld Corporation is part of the SAM Holland group of companies, a mobile tech group specializing in marketing solutions such as mobile applications, text chat, interactive television online entertainment, content distribution, gateway and payment solutions. Founded in 2002, SAM Holland Ltd. is a privately held firm with offices in The Netherlands, the United States and Peru.
Juniper Content is a media and entertainment company focused on branded content services in high growth markets operating across multiple distribution channels. The Company owns and operates ¡Sorpresa!, a Hispanic children’s television network and digital community.
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
Click here for information on “Moving Beyond Traditional Media Measurement”
Posted by Elena del Valle on September 11, 2008
Ernie Allen, president and CEO, NCMEC
Photo: National Center for Missing & Exploited Children
In an effort to reach Spanish dominant communities with a strong online presence, the NetSmartz Teens website NSTeens.org, an Internet safety resource of the National Center for Missing & Exploited Children (NCMEC) with funding support from Sprint, recently added Spanish language information to the site’s online materials.
Project leaders relied on research from the Pew Internet and American Life Project that indicates 76 percent of bilingual Latinos and 32 percent of Spanish-dominant Latinos use the Internet. The new Spanish translations are designed to reach this audience with online safety resources using Web comics, animated videos and activity cards.
The website, created by staff at NCMEC’s NetSmartz Workshop, was designed to educate tech oriented youth about the potential risks they may encounter online and the importance of following safe behavior on the Internet. Now in its second year, the program’s online resources pages target tweens (youth ages eight to 12), their parents, guardians and educators with information about cyberbullying and social networking.
“We know that talking about the potential risks our children face online can be difficult for everyone, but education is critical to all of our online safety efforts,” said Ernie Allen, president and chief executive officer, NCMEC. “No audience should be overlooked, and we are grateful to Sprint for sharing our commitment to reaching as many people as possible with tools they can use to make their families safer.”
To promote the Spanish language content the National Center for Missing and Exploited Children is planning an online outreach campaign targeted at various websites and parenting publications with banner ads in Spanish directed at children and parents. Additionally, Sprint plans to reach out to local Hispanic Chambers of Commerce of which the company is a member requesting that the organizations notify their members about the availability of the Spanish language information.
Sprint committed $395,000 for the second year of its partnership with NCMEC. The funds are earmarked to enhance the project and develop new content. According to promotional materials, all existing content is available in Spanish in the En Español section of the website. Organizers also plan future content in the coming months in Spanish and English on some of the potential future consequences of online actions and the issues associated with online gaming.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
“We are so pleased to be continuing our partnership with NCMEC to fund NSTeens, particularly now that we’re able to bring these materials to an even wider audience,” said Debby Ballard, director of Community Relations for Sprint. “At Sprint, we’re committed to finding ways that we can all work together to provide the best opportunities for our children. The Internet is an important tool from which many youth can benefit but it’s also a tool that’s seeing an increasing number of dangers. NSTeens.org gives our children the information they need to start making smarter choices online and in the real word, in ways that are both fun and meaningful for them.”
NSTeens.org is part of Sprint’s 4NetSafetySM program which offers online safety information for children, especially tweens, as well as teachers, parents, guardians and other adults. Sprint Project Connect provides all 4NetSafety funding. Sprint Project Connect is Sprint’s phone recycling program which accepts wireless phones and accessories of any make and model, and from any carrier.
The National Center for Missing & Exploited Children is a 501(c)(3) nonprofit organization. Since it was established by Congress in 1984, the organization’s toll-free 24-hour national missing children’s hotline has handled more than 2.3 million calls. It has assisted law enforcement in the recovery of more than 128,750 children. The organization’s CyberTipline has handled more than 600,000 reports of child sexual exploitation and its Child Victim Identification Program has reviewed and analyzed more than 14,750,000 child pornography images and videos.
Sprint Nextel offers wireless and wireline communications services to consumers, businesses and government users. Sprint Nextel has two wireless networks serving nearly 52 million customers at the end of the second quarter 2008; industry-leading mobile data services; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone.
Reach Hispanics online today with
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on August 29, 2008
25 Lessons book cover
Photos: Lorenzo Dominguez
Lorenzo Dominguez, a photographer, recently published 25 Lessons (Blurb Publishing, $39.95), a 130-page book about his life illustrated with 500 photos, almost all in color. In this first book he traced his journey from a stifled suburban husband and father, through the breakdown of his marriage and his refuge in a little church in Manhattan.
For three months he swapped caretaker duties for accommodations, living simply and by himself at the church. The stay provided him an opportunity to examine his life. He took advantage of his time by photographing New York City at night. This brought to his mind some of life’s lessons which he shared in the book.
Lorenzo Dominguez, author, 25 Lessons
“I wholeheartedly attribute much of the verve, the passion and the extraordinary appreciation I have for life to my Latin heritage. With 25 Lessons, I’ve attempted to convey much of this both through my words and photography,” said Dominguez. “I can sum up my philosophy about my art, my work and how I live my life in general with a traditional Spanish toast I like to propose whenever I am out, enjoying the company of my friends, ‘Al amor, dinero, salud, y el tiempo para gozarlos todos.’”
In the book, Dominguez shares his secret to the art of living and the simple rules of photography. He meant for the book to be inspirational and poetic; and to spark readers’ creativity, and reawaken their passion for life.
Dominguez grew up in California until he was 24, coming into contact with many Mexican Americans. In 1992, he moved to New York City to attend graduate school. There he encountered a different kind of Latin culture through new friends and neighbors of Puerto Rican, Dominican, Colombian and Cuban background.
He is a director of marketing and communications at a Fortune 500 company in New York City. He is a resident of Manhattan’s Upper West Side.
Dominguez is a graduate of the World Arts and Culture program at the University of California at Los Angeles, and a graduate of the School of International and Public Affairs program at Columbia University. His photography has been featured in fotoMagazin, a German photo magazine, and in 275 blogs, websites, and print publications.
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
Click here for information on “Moving Beyond Traditional Media Measurement”
Posted by Elena del Valle on August 27, 2008
Mark Waller, senior vice president, Marketing and Sales, NFL
Photos: National Football League, ESPN
On Monday, September 15, the National Football League and ESPN will kick off Hispanic Heritage Month (September 15-October 15) with a special celebration surrounding the Philadelphia Eagles at Dallas Cowboys Monday Night Football game (8:30 p.m. ET, ESPN and ESPN Deportes). The organizers consider the game the signature event for the NFL’s Fútbol Americano initiative celebrating Hispanic Heritage Month, as well as a signature event within ESPN’s month-long campaign and programming efforts on ESPN Deportes to recognize the accomplishments of Hispanics.
ESPN Deportes, the only Spanish-language network in the country to broadcast football in Spanish, has been celebrating Hispanic Heritage Month for five years. This is the third season that ESPN Deportes broadcasts NFL in Spanish.
According to the 2007 ESPN Deportes Hispanic Sports Poll, 64.4 percent of English dominant Hispanics are NFL fans and 34.3 percent called themselves avid NFL fans; 64.4 percent of respondents ranked NFL as English dominant Hispanics favorite sport to watch; among Spanish dominant Hispanics, 32.8 percent of respondents considered themselves NFL fans and 8.7 percent called themselves avid NFL fans.
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here for information on the Hispanic Marketing & Public Relations books
The Monday Night Football game telecast on ESPN is scheduled to include special graphic integrations, vignettes and audio from the ESPN Deportes Spanish-language telecast featuring Emmy-nominated play-by-play commentator Álvaro Martín and former NFL kicker Raúl Allegre.
There will also be a customized version of the Hank Williams Jr. open, including some lyrics in Spanish, during the telecast. And, the Monday Night Countdown pre-game (7 p.m.) will highlight events with special features and coverage of the national anthem, performed by a Latino artist at Texas Stadium that evening.
“We’re excited to partner with ESPN to shine a national spotlight on Hispanic Heritage Month,” said Mark Waller, senior vice president, Marketing and Sales, NFL. “The Monday Night telecast will kick off festivities across the country to honor the NFL’s Hispanic players and fans.”
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
ESPN Deportes, which airs Spanish-language television Monday Night Football games, plans to feature its entire broadcast team with Martín, Allegre and sideline reporter John Sutcliffe on site for the match-up between the Águilas and Vaqueros (the teams’ Spanish language names, which will appear on Texas Stadium scoreboards during the game).
ESPN Deportes plans to cover the anthem ceremony during the NFL Esta Noche pre-game show, as well as the halftime entertainment performance by Latin pop duo Prima J with cousins Jessica and Janelle Martinez.
John Wildhack, executive vice president, Program Acquisitions and Strategy, ESPN
“The MNF game telecasts on ESPN and ESPN Deportes, as well as surrounding coverage and promotional support across multiple ESPN platforms, will celebrate Hispanic Heritage Month and the passion that Hispanics have long had for the NFL,” said John Wildhack, executive vice president, Program Acquisitions and Strategy, ESPN.
The day of the game, the NFL, ESPN and the Cowboys will host a MNF Chalk Talk Luncheon for 150 invited guests at Ruth’s Chris Steakhouse in Dallas. Alumni players from the Eagles and Cowboys have been invited to the event in honor of Hispanic Heritage Month. Martín and Allegre will be part of the panel of NFL experts. One of the organizations to be recognized for its work in the Dallas community will be a local Hispanic non-profit organization.
In anticipation of the Eagles-Cowboys game, Fútbol Americano messaging will be integrated into ESPN’s MNF promotion across television, radio, online and print. The following week, ESPN plans promotional support in anticipation of Hispanic Heritage Celebration events in San Diego around the Jets-Chargers MNF game. During that period, the NFL will air new spots from its “We are fans!” television campaign in recognition of Hispanic Heritage Month. Also, promoters will run a print ad in USA Today Sports in the hope of driving tune-in to the MNF Hispanic Heritage Month game.
Hispanic Heritage Month activities in Dallas will begin Saturday, September 7, when Texas Stadium and the Cowboys host the 30th annual Fiestas Patrias, a free outdoor Hispanic Music Festival in Texas. ¡En Vivo!, the ESPN Deportes interactive traveling stadium, will be part of the celebration. Local community outreach events continue September 13, with an NFL Play 60 Youth Football Festival at Texas Stadium.
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The festival will include NFL Flag clinics, as well as an NFL Flag exhibition game between Los Diablitos from Mexico City and a local Dallas NFL Flag team. Los Diablitos are the national champions of NFL Tochito, the NFL Flag football program in Mexico. They will be recognized at Texas Stadium on field at halftime at the Monday Night Football game.
ESPN’s month-long Hispanic Heritage Month celebration will kick off September 1 with an integrated campaign across various ESPN entities on television, radio, print and online. Titled “Hispanics on and off the Field,” the campaign is designed to highlight the contributions Hispanics have made in the world of sports. ESPN’s Hispanic Heritage Month schedule will feature two new programs and daily 30-second vignettes honoring Hispanic athletes.
Themed programming will include J.C. Chávez, a film about the feats of Julio César Chávez, a Hispanic boxer. Directed by Diego Luna of Y Tu Mamá También (2001), the film examines Mexico’s adoration of the iconic six-time world title champion and will air on television for the first time Saturday, September 27 at 10 p.m. ET on ESPN Deportes and ESPN Classic. In addition, dominoes, will also take center stage during Hispanic Heritage Month with the premiere of the VI World Domino Championship September 23-25 at 8 p.m.
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Elena del Valle
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