NEW YORK, NY – Hispanic PR firm FORMULATIN received the “Best Sports Campaign of the Year” PRemio Award from the Hispanic Public Relations Association for its work on Univision’s 2008 “Tecate Premios Deportes” sports awards show honoring Hispanic athletes.
“We’re honored for this recognition, as it highlights our commitment to develop creative and culturally relevant campaigns that help position our clients as leading brands among Hispanic consumers. Our ‘Tecate Premios Deportes’ program leveraged sports, allowing us to successfully connect with Tecate’s target audience of first generation Mexican men,” said Michael Olguin, president of FORMULATIN and Formula. “We look forward to continue working in tandem with the Tecate marketing team to anchor the brand as an authentic Mexican cerveza con caracter and helping other Fortune 1,000 brands establish dialogue with U.S. Hispanics.”
As Tecate’s PR partner since 2005, FORMULATIN was tasked with building awareness of the first awards show on network television honoring the talent, character and impact of Hispanic athletes on their community and team, while leveraging the brand’s relationship with Univision. The agency’s communications strategy included media outreach, a celebrity athlete media tour in key Hispanic markets, securing media attendance to the event, and managing the red carpet on day-of-show.
In a two-month period, FORMULATIN’s PR efforts generated almost 300 placements, 6.2 billion gross impressions, and an ad value equivalent to a 34:1 return on investment for cerveza Tecate.
“FORMULATIN has proven to be a valuable partner in our efforts to reach Mexican men of caracter through our various platforms, including boxing and ‘Tecate Premios Deportes’. Their creativity and passion for our brand and consumers shines through in their PR programs, which have helped establish Tecate as one of the leading Mexican cerveza imports in the U.S.,” said Christian McMahan, CMO, HeinekenUSA.
Entries, submitted by U.S. public relations professionals and agencies, were judged by representatives from PR Week, PRSA and PR Newswire, who scrutinized them for their innovation, creativity and cultural relevancy to the U.S. Hispanic market.