 |
| | | | | REPRINTS
|
 |
|
A poster of the Diaz vs. Katsidis lightweight bout (above) and POP touting the Casamayor vs. Marquez championship fight (on home page) along with OOH are some of the creative for Tecate's Mexican Independence Day push to promote its upcoming boxing series.
|
 |
|
Tecate Launches Boxing, Mexican Independence Day Promo
August 14, 2008
By Della de Lafuente
NEW YORK Tecate today mounts a regional advertising push centered around Mexican Independence Day (Diez y Seis de Septiembre) that touts three major boxing bouts the cerveza is promoting in Houston, Las Vegas and Los Angeles.
Mexican Independence Day commemorates the day in 1810 when Father Miguel Hidalgo, a Roman Catholic priest, issued a battle cry for freedom from Spanish rule. Following a decade long war, Mexico won its independence from Spain in 1821.
Tecate's marketing and promotional effort is aimed at Mexican consumers who are living in U.S. Hispanic-dominant cities that will be observing the Mexican holiday and also serving as venues for its boxing events.
"We understand the importance of this day among Tecate's consumers and we are excited to present a boxing program that reflects the brand's authenticity, character and boldness," said Carlos Boughton, brand director, Tecate, in a statement.
Special events and promos surrounding the three fights include: key restaurant and bar accounts, ticket giveaways via local radio partners, thematic POP, mail-in rebates for HBO Pay-per-View events (where available), and autograph sessions with boxing talent are some of the promos and marketing outreach planned through the end of September. Adrenalina, New York, handled creative duties and MediaVest was responsible for media.
All of the fights feature boxers from Oscar De La Hoya's Golden Boy Promotions, including Joel Casamayor, Juan Diaz, Juan Manuel Marquez and Shane Mosley.
Tecate will serve as the primary sponsor of the Juan Diaz vs. Michael Katsidis lightweight bout, scheduled for Sept. 6 at Houston's Toyota Center, with the beer brand offering a 50-ticket giveaway via a promotions partnership with Liberman Broadcasting Corp.'s KTJM "La Raza." Thematic POP displays touting the boxing event will go on view this week in retail outlets with special events planned at local restaurants and bars throughout August. The boxing competition will be televised live via HBO's "Boxing After Dark."
For the championship fight in Las Vegas, featuring Joel "El Cepillo" Casamayor vs. Juan Manuel Marquez at the MGM Grand Garden Arena on Sept. 13, Tecate is rolling out a regional marketing push targeting boxing aficionados in Arizona, California, Colorado, Nevada and New Mexico. Consumers in those states will receive a $20 mail-in-rebate coupon for the HBO Pay-per-View event with the purchase of a Tecate 12-pack.
POP and customized out of home advertising will promote fight details in key markets with tickets to the Casamayor vs. Marquez event being made available to the public through a radio sweepstakes, per Tecate.
Tecate will serve as the secondary sponsor of the third fight on Sept. 27 between "Sugar" Shane Mosley and Ricardo Mayorga at the Home Depot Center in Los Angeles. As part of a two-state promotion, some 250 retailers in Southern California and Nevada will display POP cards and posters to promote the beer and the boxing event. Radio partnerships and grassroots promotions will support.
Tecate's ad spending in Hispanic network and cable TV has reached $6 million through June of this year. Media spending in Hispanic TV totaled $13.5 million in 2007, down from $14 million from 2006, per Nielsen Monitor-Plus.
|
| | | | | REPRINTS
Copyright 2007 Marketing y Medios |
|
 |
|
|
|
|
|
QuickLinks:
1-click access to topics in this article.
|
|
|
|
|
|
ADVERTISEMENT
|
|
|
