MERCADEO Versión en español
Southeast Toyota seeks to attract Hispanic community with ad campaign based on TV show Los Garcia
17 de enero de 2013
Los spots se transmitirán en Miami, Orlando, Tampa, Ft. Myers, West Palm Beach, Raleigh, Charlotte y Atlanta
The Southeast Toyota Distributors brand, together with the Mgscomm ad agency, is launching a new Spanish-language campaign promoting its 2013 vehicles.The campaign strategy seeks to attract the Hispanic community in the U.S. with comedy that includes sequences from the Los Garcia television sitcom. The commercials will air in Miami, Orlando, Tampa, Ft. Myers, West Palm Beach, Raleigh, Charlotte and Atlanta.Southeast Toyota is proud of its long commitment to the Hispanic market and strongly believes in the importance of establishing ties with this audience, which constitutes such a vital part of our business. We like it that these consumers maintain the cultural traits that make them so special. That is the basis of the Los Garcia campaign, said Hank Grooms, VP of marketing at Southeast Toyota.Los Garcia is a modern family fully assimilated in the U.S. The program tells the stories of Ricardo, the Cuban father, the mother Claudia from Colombia, and their children. The spots show the love Ricardo has for Toyota, not only because he owns one but also because he is a salesman at a Toyota distributorship.
