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.