The advertising will employ bilingual creative and media buys in the Hispanic and general market, to reach El Sitio's youthful users.
"We are going very strong on interactive and out of home media," said Paola Prado, general manager of El Sitio USA.
Themed "Tu lugar en Internet" ("Your home on the Internet"), the campaign is designed to "adapt to the location [of media placement] and to the Hispanic communities. Some communities have a good acceptance of English-language media. The 18-to-34-year-old Latino demographics are big consumers of English language media," she said.
SOME TV EXPECTED
The TV portion of the campaign is expected to include local cable buys on general market English-language, young-skewing music and sports programs. Print includes a partnership with Glamour en Espanol for a college tour.
The 30-week campaign, which begins this week, will rotate promotions for Elsitio.com's branded sites -- including Sammysosa.com, Elcupido.net, Buscador.com and El Sitio 3D.
"In the U.S. we are branding Sammysosa.com," said Ms. Prado. "We have exclusive rights to Sammysosa.com, which we launched in April. It contains facts, personal and game information and background photos and stories. It leads you to an e-commerce section where his memorabilia is available. We also will offer special memorabilia on our auction site. We are definitely revving up our auction area next month."
Denison, Sao Paulo, developed the creative for El Sitio's campaign. J. Walter Thompson USA, Miami, is responsible for media buying and translations in the U.S. Red Click, Miami, handles interactive advertising.
STARMEDIA AND SANTANA
StarMedia, another Spanish-language portal, also recently launched a new campaign and became the exclusive sponsor for Carlos Santana's "Supernatural Summer Tour" in the U.S. The tour opens in West Palm Beach, Fla. on July 20.
Fans will be able to access a Web site for behind-the-scenes information beginning in June.