BBC MUNDO RECRUITS GOLIN HARRIS TO TARGET U.S. HISPANIC MARKET
MIAMI (March 17, 2008) — GolinHarris has been selected to lead public relations support for an editorial initiative of the BBC’s Spanish American online and radio service, BBC Mundo, in the U.S. The agency’s Hispanic marketing practice, Confianza, will use traditional and web-based communications to leverage exposure for BBC Mundo’s ¿Hablas Español? project among the U.S. Hispanic audiences. The account will be led out of the agency’s Miami office.
The aim of ¿Hablas Español? is to raise awareness of the diversity and growing political and economic muscle of U.S. Hispanic community in the rest of the Spanish-speaking world. The project, which is part of BBC Mundo’s coverage of the U.S. election campaign, also aims to draw Hispanic audiences to the site to debate key electoral issues with Spanish-speakers around the world.
During their three-week road-trip across the United States, two senior editorial members of the BBC Mundo team will drive from Seattle to Washington DC - speaking only Spanish. Along the way they interview key Hispanic personalities, raise major questions and highlight issues affecting Hispanic communities, especially pertinent during the U.S. presidential election year. The entire journey will be reported on the new U.S. Hispanic index, Mundo USA, on the award-winning website, bbcmundo.com.
Karen Yates, marketing manager, BBC World Service MC&A, said: “¿Hablas Español? will further position bbcmundo.com as a key and relevant resource for US Hispanic audiences. It will delight BBC’s current audience in the U.S. and drive new visitors to bbcmundo.com.”
“The GolinHarris team showed a deep understanding of the BBC brand, its audience and its message. But perhaps more importantly, they demonstrated a tremendous understanding of how to use social media to bring more Spanish-speakers in the US to our website and grow the success of this program."
Zandra Zuno, vice president and practice lead for Confianza, added: “We’re thrilled to be working with a prestigious brand like BBC Mundo in its effort to broaden its reach to Spanish-speaking news seekers. The ¿Hablas Español? initiative is truly a one-of-a-kind introspective look at Spanish-speaking America, and we’re excited to help promote and leverage such a unique initiative. ”
About BBC Mundo
ABC Mundo is rebroadcast by over 300 stations to almost 6 million people in Latin America. Its website bbcmundo.com is updated 24 hours a day, seven days a week, and includes text, blogs, video and audio. The site provides a wide range of information, including international news and current affairs, world economy, science, technology, arts, entertainment, chat forums, and the opportunity to learn English. BBC Mundo has two production centres – in London and Miami - and is staffed by a team of people from 15 different nationalities, 12 of them Spanish-speaking countries. BBC Mundo is one of 33 language services broadcast by BBC World Service and part of the BBC’s global news network which has over 250 specialist news correspondents across the world.
BBC World Service is an international multimedia broadcaster delivering programmes and services in 33 languages. It uses multiple platforms to reach 183 million listeners globally, including shortwave, AM, FM, digital satellite and cable channels. It has around 2,000 partner radio stations which take BBC content, and numerous partnerships supplying content to mobile phones and other wireless handheld devices. Its international online sites include audio and video content and offer opportunities to interact directly with world events. They receive around 700 million page impressions monthly, attracting around 40 million unique users per month. For more information, visit bbcworldservice.com. To find out more about the BBC’s English language offer and subscribe to a free e-newsletter, Email Network, visit bbcworldservice.com/schedules.
In the US, BBC World Service is distributed to public radio stations by Public Radio International (PRI) and is available on digital radio via XM Satellite Radio, which carries a mixed programme schedule 24 hours a day on channel 131, and Sirius Radio, which offers two BBC channels: 24-hours news in English on Channel 112, and BBC Mundo service’s programmes in Spanish on channel 140.
About GolinHarris
GolinHarris is a leading public relations agency offering a distinctive combination of global resources and personalized service in the Americas, Asia Pacific, Europe and the Middle East. Clients include Dow Chemical Company, McDonald’s Corporation, Nintendo of America Inc., Orange, Texas Instruments and Toyota Motor Sales USA, Inc. GolinHarris celebrated its 50th anniversary in 2006, and is proud to have been selected as 2007 Agency of the Year by The Holmes Report, Large PR Agency of the Year in the PRWeek Awards and PRWeek Magazine’s 2007 Editors’ Choice. The agency is headquartered in Chicago and is part of the Interpublic Group of Companies (NYSE: IPG). For more information, visit www.golinharris.com or to join GolinHarris’ discussion on the future of public relations, visit www.NextFiftyYears.com