U.S. HISPANIC
Vme reinforces brand with Contigo campaign
Maribel Ramos-Weiner| 5 de octubre de 2010
By simply changing the images, Vme can advertise various programs or platforms such as Contigo en tu cocina
Vme kicks off its new brand campaign by distilling its mission and promise to a single word Contigo. In English there is no word quite like it and it can best be understood in Spanish as together with you. In a single word, Contigo captures everything that Vme stands for and has built with our audience. By emphasizing this message in all of Vmes media platforms, every time we interact with viewers, we remind them that we are with them — Contigo — in the process of being Latino in this country regardless of age, class or generational status, said Carmen DiRienzo, President and CEO. Vme will be introducing viewers to its Contigo message with an integrated marketing campaign on-air, online, through Facebook, national radio and print campaigns and community events featuring its new celebrity hosts for Cocina, Planeta feroz, Nota musical, and TuBeBe. Vme has also updated its name by dropping the hyphen in Vme to make it simpler and easier for consumers to use in multiple platforms. On the October 5th episode of Vmes weekly hit show, Estudio Billboard, Latin music stars, Alex, Jorge and Lena performed Estar contigo, a song released on iTunes by Warner Music Latino which will be featured by Vme in the Contigo campaign. From a creative perspective, Vme Contigo offers complete flexibility to integrate this promise into each of our genres and platforms, said Guillermo Sierra, Senior Vice President and leader of Vmes internal creative team in the development of Vme Contigo.
