December 27, 2008

Cinelatino will launch an exclusively out-of-home campaign in Los Angeles that includes a mix of digital billboards, mall displays and bus shelters, among other formats, beginning February 2.

“This is a great way for us to leverage the power of one of the hottest mediums in today's advertising world to raise channel awareness and drive subscriptions in the Los Angeles area,” said Mr. Jim McNamara, Chairman of Cinelatino. “The campaign will reinforce our new logo and innovative programming strategy and allow us to test the effectiveness of this powerful advertising medium with consumers in the nation's largest Hispanic market.”

Each of the OOH elements used, such as large billboards and poster panels, provides unparalleled reach and frequency, allowing Cinelatino to reach its target demographic 24 hours a day, seven days a week.

The Cinelatino campaign creative was developed and produced by top U.S. Hispanic agency Zubi Advertising Services, headquartered in Miami, Fla.

“This is a unique opportunity to witness the power of a medium since all the stars have aligned,” said Joe Zubizarreta, Zubi Advertising COO. “We have a brand that has recently re-launched with minimal awareness, a campaign that should attract attention, a direct response program that will track results, and the perfect test market for the Latino community in the United States-Los Angeles.”

The creative ads will feature sensational, shocking headlines that allude to some of Cinelatino's recent top-rated movie acquisitions. One headline reads “Madre muerta vive con su hija,” (“Dead mother lives with her daughter”), in reference to Pedro Almodovar's Volver, to which Cinelatino has exclusive rights for Spanish-language television. The creative also includes a call to action with a toll free number-1-888-515-CINE.

“Zubi's concept of the sensational, humorous headline connects with the public at a visceral level, which is very much on-brand for us,” said Carolina Bilbao, Creative Director of Cinelatino. “Many of our movies present unique stories that are full of drama, passion and suspense. The headlines in the campaign articulate our unique programming offer, and their attention-grabbing quality makes them act as powerful stop signs that people will remember.”

The campaign premieres on the streets of Los Angeles February 2 and will remain in rotation until the end of March.

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