Univision Radio, the leading Spanish-language radio broadcaster in the United States, has announced a year-long sponsorship by Subway Restaurants for its exclusive Concert Series. Each concert will feature an opening act performance by an up-and-coming artist, sponsored by Subway Restaurants. The partnership also includes the creation and promotion of a branded microsite entitled "Subway Artistas Frescos" (Subway Fresh Face Artists), where listeners can enter to win prizes, including a grand prize trip for two to a Univision Radio Concert Series event over the course of the year.
The micro-site, www.subwayartistasfrescos.com, will allow participants to submit a creative video that incorporates the Subway jingle. Each submission will be judged on uniqueness, creativity, originality and use of the jingle. The top-10 videos will be selected and posted on the site to allow visitors to vote for their favorite submission.
"Partnering with a leading consumer brand like Subway offers a terrific opportunity to promote our concert series in an artistic manner, and we are excited to be able to incorporate the Internet to engage a younger audience," said Gary Stone, president and chief operating officer, Univision Radio, in a news release. "We look forward to a successful year-long program."
The Hispanic market represents a large growth opportunity for quick-service restaurants. A December 2009 analysis of consumer expenditures and corporate growth strategies by the Latinum Network found that growth in Hispanic spending was twice the growth of general market spending from 2005 to 2008. The Latinum analysis shows that non-Hispanic consumer spending from 2005 to 2008 grew only 2.9 percent, while Hispanic consumer spending increased 6.4 percent in that same period.
Despite that opportunity, 50 percent of U.S. advertisers do not include Hispanics in their marketing efforts, according to a recent Hispanic marketing trends survey of senior marketers at Fortune 1000 companies, commissioned by Los Angeles-based Hispanic advertising agency Orci. The survey, conducted via e-mail in February of 2010, was designed to offer a broad and deep look at advertisers' strategy, spending plans and viewpoints of the U.S. Hispanic market.