Marketers Join 'People en Espanol' Fiesta | Adweek Marketers Join 'People en Espanol' Fiesta | Adweek
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Marketers Join 'People en Espanol' Fiesta

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NEW YORK People en Espanol on Saturday mounts Fiesta 2008, an all-day family event that celebrates Hispanics' heritage and provides a lucrative venue for marketers to connect with consumers up close and personal.

In its third year, Fiesta provides marketers with the outreach segment of a Hispanic-targeted advertising partnership that has marketers such as ABC Entertainment, JC Penney and Maybelline Garnier New York signing up as three-peat sponsors of the event. On board for the first time: State Farm and Verizon Wireless.

Boasting live performances by Puerto Rican pop star Luis Fonsi, Colombian singer Fonseca and Dominican Republic artist Hector "El Torito" Acosta and special appearances by cast members of ABC's Ugly Betty and Dancing With the Stars, the event will be held at Rumsey Playfield in New York's Central Park on Saturday from 12 p.m. to 7 p.m. Admission is free and open to the public.

Marketers say the face time with an expected 20,000 readers is invaluable in helping to build brand awareness, loyalty and ultimately new business and increased revenues.

"With Fiesta, we're able to spend good quality time with our consumers," said Olivia E. Vela, JC 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 for consumers, store coupon giveaways and host a fall fashion show featuring store brands Nicole by Nicole Miller, Bisou Bisou, a revamped Worthington collection and the American Living line launched earlier this year. The winner and finalists of Univision's Nuestra Belleza Latina will model the fashions by the retailer. JC Penney served as the exclusive retail sponsor of the reality series.

Making a big splash at this year's Fiesta also is an opportunity to build a relationship with Hispanic New Yorkers. The retailer hopes to serve that demo at its new store that is set to open next summer near Manhattan's Herald Square.

JC Penney also has placed a three-page insert in the October issue of Somos, the Spanish-language monthly magazine. The insert celebrates the retailer's employees as part of its "Cada d