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NBA Launches Multi-channel Campaign

28 Oct, 2009 Response This Week

NEW YORK – With its season tip-off last night, the National Basketball Association (NBA), in an effort to broaden its appeal among the Hispanic population, launched the multi-channel marketing campaign Éne-bé-a, reports The campaign includes television, radio and online advertising in addition to a Web site, events, merchandise promotion and a grassroots element.

This is the first time the NBA has launched a database building initiative specific to its Latino audience. Since 2000, the league has reached out to Latinos. “This is the first time we’re gathering all of our assets under one umbrella marketing platform to reach this demographic,” says Saskia Sorrosa, director of U.S. Hispanic marketing for the NBA. “We wanted to have a unified message while remaining culturally relevant.”

Currently, the NBA has 19 Latino players from six Latin American countries and Hispanics make up 15 percent of its fan base in the United States.

Spanish and English broadcasts premiered during the exhibition season on October 19 to promote the microsite, On the site users can watch news, view photos and click to interact on social networks such as Facebook and Twitter. Site visitors will be asked to sign up for an E-mail newsletter that will emphasize Latino players.

The Web site will also launch a Webisode featuring the Latino players and stressing the importance of fan attendance to support them in 2010. The campaign was developed by Bromley Communications and is expected to run throughout the regular season and next June’s NBA Finals.

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