Pearl Opens Hispanic Division

Pearl Media, an out-of-home media company specializing in converting vacant storefronts into advertising space, announced last week the opening of a dedicated Hispanic division.

The division was launched with a campaign for Heineken, which placed Spanish-language ads in heavy Hispanic areas of the Bronx and Harlem in New York City. Placed by Mediavest with creative from The Vidal Partnership, the campaign runs through the middle of next month.

“Extending our offerings to Hispanic dedicated markets was a natural extension of our business,” said Josh Cohen, president of Pearl Media, which operated in 20 major markets and 200 shopping malls.

Plans for the division in the next three months include adding inventory in four more top Hispanic markets to the current Hispanic inventory offered in New York, Los Angeles, Miami, Dallas, Houston and Chicago.