Marketing To Latinos A Big Winner Through The Holidays

Marketers who won big with Latinos this holiday season incorporated cultural cues while providing holiday entertainment to fit a range of budgets.

Disneyland in Anaheim, California, extended the spending season by holding their first annual Dia de Reyes, or Three Kings event on the weekend of January 6.

Traditionally celebrated in Latin countries 12 days after Christmas to commemorate the visitation of the three kings to the baby Jesus, Dia de Reyes marks the end of the gift-giving season for Latinos, with a traditional party that features a special cake and presents for the children.

The new Dia de Reyes celebration at Disneyland is part of the park’s commitment to market holidays in a culturally relevant way to the Latino community. For the past two years, Disney has heavily promoted Halloween, even featuring a traditional Latina ghost-story character called La Llorona in 2011.  

Claudia Cespedes, associate marketing manager for the Disneyland Resort, says the media attention for the Three Kings event was outstanding. Fourteen Spanish-language television outlets, both international and national, broadcast on site or aired live segments from the park. One English language station also came to the event as well as print journalists.

Meanwhile, from those 18-34 year-olds who stayed in for their entertainment this holiday season, Univision managed to win the weekly market share two weeks in a row. The Spanish-language network scored higher than all English-language broadcast networks during the week before Christmas and the week after.

New York Times blog Media Decoder says this is because, while English-language broadcast networks were taking a siesta during the holidays, Univision was airing the two-hour season finale of über popular telenovela “La Fuerza del Destino”.

The program drew 8 million overall viewers and, in the 18-49 age group, it attracted 3.4 million viewers putting it in first place for any show that night. A special “La Fuerza” post-season finale episode of “Don Francisco Presenta” also helped make the network the most-heavily-viewed channel in the entire country when the episode earned 3.6 million viewers.