Oh hey, did you hear about the incredible growth of the United States’ Latino population? So did Barack Obama‘s re-election campaign, the Republican House majority and every entertainment brand in the Western hemisphere. Today brings news of Univision and Disney joining forces to create a 24-hour news/entertainment channel called Fusion that will cater to Latinos. Wait, isn’t Univision already a 24-hour channel for Latinos? Why yes it is!
This new brand, however, would serve those with deep Latin heritage who either predominately or exclusively speak English at home and who probably only watch Univision “if they’re at their grandmother’s house” (ha ha). It’s the same audience sought by the brand new Fox News Latino brand. So where did members of this mysterious demographic get their news and entertainment in the past? From the same channels as every other English-speaking American.
The question: can brands benefit from catering to this very specific audience? They certainly seem to think so.
PR pros: have you worked on campaigns targeting English-speaking Latino Americans? How do the relevant messages differ from those intended for the general public?