Univision Online, Inc. and General Motors Corporation announced an online, one-year strategic marketing alliance. According to the agreement, General Motors will sponsor several content areas on Univision.com, including The Vida Channel (The Lifestyle Channel) and Aventuras Del Camino (Adventures On The Road), a new content area featuring automobile related travel content and safety tips. GM will also sponsor interactive features such as an online chat series and the Aventuras message board.
Univision.com's Vida Channel (The Lifestyle Channel) is a highly visited section within the Univision.com web site that provides useful information aimed at improving the everyday lives of U.S. Hispanics. This special channel contains a variety of topics including: cooking, personal finance, home buying, improvement and decorating, education, immigration, health, and travel.
Aventuras Del Camino (Adventures on the Road) is an all-new content area, scheduled to launch in late March 2001. Aventuras Del Camino will consist of three content areas: "Destinations," where online visitors will be able to read about destinations worth driving to and points of interest along the way; "On the Road," which will offer guidance on places to eat and stay, and road safety tips; and "The GM Corner," where in-depth information about GM's new vehicles and services will be available. In addition, the GM Corner will provide direct links to GM websites, including GM BuyPower, an online automotive shopping service.
In addition, GM will sponsor a series of four interactive chats with Univision.com visitors and will also sponsor the Aventuras Message board, a place where visitors can communicate with each other about a variety of auto and travel topics.
"We are pleased to support and sponsor what has become one of the leading online destinations for the Hispanic community in the United States," said Tyrone Jordan, director of North and South America business development for e-GM, GM's business-to-consumer e-commerce unit. "It's important for GM to be visible among this fast-growing and important market segment. Univision.com has a loyal and growing group of users, and that provides a tremendous promotional opportunity for GM."
"Univision.com is thrilled to be working with GM to fulfill our joint commitment to empower the U.S. Hispanic community by providing information that will enhance their daily lives," said Javier Saralegui, President, Univision Online. "This alliance represents another significant step towards achieving Univision.com's goal of providing U.S. Hispanic's with access to online information that is in Spanish and culturally relevant."
GM and Univision.com also plan to co-sponsor a scholarship award program, recognizing Hispanic high school students, nationwide, for outstanding academic achievement and community service. GM and Univision will offer Univision.com visitors the opportunity to win GM vehicles through several sweepstakes events, planned for the near future.