September 12th, 2008

NYC's Hispanic Heritage Event is a Fiesta for Marketers

By Della de Lafuente
BrandWeek

This Saturday People en Español will kick off Fiesta 2008, an all-day family event in New York City that celebrates Hispanic heritage and provides a venue for marketers to connect with consumers up close and personal.

ABC Entertainment, J.C. Penney and Maybelline New York/Garnier are signed up as three-peat sponsors of Fiesta, which will take place for the third year in a row. First-time sponsors of the event include State Farm and Verizon Wireless.

The Hispanic-focused marketers will get face time with an expected 20,000 People en Español readers, helping them build brand awareness, loyalty and hopefully new business.

“With Fiesta, we’re able to spend good quality time with our consumers,” said Olivia E. Vela, J.C. Penney’s multicultural marketing director. “We’re very vested with these consumers and we want to make sure that we’re creating an emotional connection with them at every step across all of the programs that we execute.”

The retailer will provide beauty makeovers and fashion consultations to Fiesta attendees, and give away store coupons. J.C. Penney will also host a fall fashion show featuring brands Nicole by Nicole Miller, Bisou Bisou, and a revamped Worthington line and American Living line (launched earlier this year). The winner and finalists of Univision’s Nuestra Belleza Latina will model the fashions by J.C. Penney, which served as the exclusive retail sponsor of the reality series.

J.C. Penney’s goal is to build a relationship with Hispanic New Yorkers, who the retailer hopes to serve at its new store scheduled to open next summer near Manhattan’s Herald Square. In a partnership with People en Español, the retailer has placed a three-page insert “Somos” ("We Are"), in the October 2008 issue of the Spanish-language monthly. The ad celebrates J.C. Penney’s employees, as part of its “Cada día cuenta” ("Every day counts") promotional campaign.

State Farm has identified New York as one of several markets where it wants to beef up its presence among Hispanics, and will use Fiesta to reach that demographic.

“This is one way for us to actually be out in the community and interact with consumers when they are not under a distressed situation,” said Karen Noel, the insurer’s advertising and media manager.

During Saturday’s event, State Farm will offer activities and prize giveaways, reminding consumers that “there is a face to State Farm,” Noel said.

For third-year advertiser Maybelline New York/Garnier, Fiesta is a venue for sampling and experiential marketing of its beauty products, said Stephanie Rinaldi, vp of ethnic promotions.

“Grass roots events and sampling are such a great way to get the product and the word out,” Rinaldi said. “It’s a terrific event for celebrating our home town and our products with a great tie-in and partner [People en Español].”

Each brand will have its own tent at Fiesta, where Maybelline will provide mini-makeovers, and Garnier Fructise Style will offer hair and style touch-ups and hair color consultations. Samples and coupons, driving consumers to Duane Reade stores, also will be distributed.

“Touching and feeling of the products is quiet important and you don’t get that with traditional TV, print or in store display,” said Rinaldi. “That’s why for Maybelline and Garnier doing events of this nature [is] really quite critical.”

Fiesta will showcase Latino musical talent like Puerto Rican pop star Luis Fonsi and Colombian singer Fonseca, as well as special appearances by cast members of ABC’s Ugly Betty and Dancing With the Stars.

Iliana Carlo, brand director at People en Español added, “We give advertisers a large audience of readers [of the magazine] and top entertainment and musical acts and bring them all together in one venue where they can connect directly with Hispanic consumers.”

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