Serino Coyne to Promote Hispanic Musical | Adweek
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Serino Coyne to Promote Hispanic Musical

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NEW YORK For the first time a major Broadway production will be speaking to Latinos in their language and through their media.

Omnicom Group's Dieste Harmel & Partners and Serino Coyne have formed a strategic partnership to manage advertising and marketing for the upcoming 2005 stage production of Mambo Kings, based on the Pulitzer Prize-winning novel The Mambo Kings Play Songs of Love by Oscar Hijuelos. Combining DHP's multicultural advertising experience and Serino's live entertainment knowledge, the alliance is set to transform how the marketing of Broadway shows is performed.

The campaign, which will begin in the second quarter, will include TV, print and nontraditional marketing in Hispanic-targeted media.

Mambo Kings, which will debut on Broadway next August, follows the story of two Cuban brothers who travel to New York City in 1949 with dreams of becoming recording stars.

"Latinos don't traditionally go to Broadway, but this show is different; this is our music, our story," said Jaime Gonzalez-Mir, general manager of Dallas-based DHP's New York office.

For her part, Nancy Coyne, CEO of Serino Coyne in New York, predicts that Mambo Kings can be that [musical] that Hispanic audiences will identify with."