MERCADEO Versión en español
Michael Sprague of Kia Motors: Latin beauty pageant show is our new way of bonding with the Hispanic community
11 de marzo de 2013
Michael Sprague, VP ejecutivo de Mercadeo y Comunicaciones de Kia Motors
Kia Motors America says it has signed a contract with Univision as official sponsor of the Nuestra Belleza Latina (Our Latin Beauty) contest.The sponsorship includes brand integration on television and digital media during the contest, which includes different challenges for the contestants during which they drive Kia vehicles on the program. This seasons winner will receive a new 2014 Forte compact sedan. Sponsoring Nuestra Belleza Latina is (Kia’s) latest effort to communicate and interact with the Hispanic community in authentic and meaningful ways said Michael Sprague, executive VP of marketing and communications for Kia Motors.Kias presence continues to grow within the Hispanic community, and we are thrilled to continue partnering with Univision after several successful previous endeavors Sprague said.As official sponsor of Nuestra Belleza Latina, Kia will have brand-integrated segments, challenges involving Kia vehicles and sequences of contestants enjoying a day away from the beauty contest driving Kia cars. Other digital efforts include 11 personalized pieces on Univision.com with the contestants, a photo shoot of the winner with her new Kia, and spreading her name and fame via social media on Twitter and Facebook.
