RealTime IT News

Eritmo.com Kicks Off International Ad Campaign

Latin music Web site Eritmo.com on Tuesday started a three-year multi-million dollar international advertising effort, featuring pop star Enrique Iglesias.

The campaign, which will be developed in three languages, will consist of television, radio, print, and online advertising. Ads will appear in the US, Latin America and Europe, and will be targeted at Latin music aficionados.

The TV commercials have a stylized, futuristic look. "Fans," shows a young warrior-like goddess of the Internet with metal fans extending from seven different arms, each representing a different page on eritmo.com. The second spot, "Drums," shows a man playing music in a studio of the future. Enrique Iglesias appears in both commercials, delivering the tagline, "Connect, Internet, Music, Explore."

The ad campaign was developed in-house under the direction of award-winning director Cosimo Zitani of Native Films. Eritmo.com's media buying will be handled by Grey Advertising's Mediacom.

"Consistent with our positioning as the premiere music site for Latin music aficionados, eritmo.com's advertising campaign breaks new ground as the first large-scale effort in the online Latin music category," said Francisco de la Torre, president and chief executive officer of eritmo.com.

"The campaign provides the broad exposure eritmo.com needs to solidify its position as the preferred online marketing vehicle for the Latin music industry and reinforces eritmo.com's leadership among the growing community of Latin music aficionados online."

Pan-regional cable spots will break this week, airing on Sony, MTV Latin America, Discovery Channel, ESPN, FOX, MGM, E! Entertainment and Warner.

The print, radio, outdoor and online components will debut over the next few weeks.

In Latin America, the campaign will include sponsorships, billboards, newspapers, magazines, and television. Eritmo.com will also target print and broadcast media, in both Spanish and English languages, in markets with large Hispanic populations -- California, Texas, Illinois, New York, and Florida.

The online component of the campaign will includes ad buys on Internet portals targeting Spanish- and Portuguese-speaking audiences.