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Telemundo Communications Group rolled out the next phase of its brand strategy as it continues its evolution as a global media company. As part of the roll out, the network will premiere the new tagline "Atrévete a Más," (Be More Daring) on its popular newsmagazine program "Al Rojo Vivo" on November 2nd.
In this new phase of its brand evolution, Telemundo reaffirms its mission to enrich the lives of Hispanics in the U.S. and audiences worldwide by informing, empowering, inspiring and entertaining them through innovative and culturally relevant content across multiple platforms. Anchored on robust consumer research and insights, the new brand identity solidifies Telemundo's position as the media company for people who "Quieren Más" (Want More).
"This brand campaign represents Telemundo's coming of age and the success of Telemundo as an international multi-media content company," said Don Browne, President of Telemundo. "While we continue to reaffirm our commitment to our mission, our network's brand identity must evolve to meet the shifting needs of our sophisticated audience."
Telemundo's brand attributes are embodied in the concepts of being Provocative, Smart and Traditional, all creating a fresh, dynamic and appealing personality for the network.
- Provocative in thought provoking and edgy programming that is produced to engage its audiences;
- Smart in producing contemporary, clever and diverse programming;
- Traditional in that Telemundo can be relied on to provide trustworthy and accessible entertainment that is both relevant and recognizable to audiences.
"At the core of everything we do is our brand. Our brand vision is to ignite the power of dreams," added Jacqueline Hernández, Chief Operating Officer, Telemundo. "The story of Hispanics in America is one built on dreams and at Telemundo we are inspiring them to fulfill their dreams."
"Our original content model has redefined our industry, providing audiences and advertisers alike with innovative programming. Innovation comes with pushing the envelope and our new tagline 'Atrévete a Más' is a call to action to be more daring," stated Susan Solano, Senior Vice President of Consumer Marketing, Telemundo. "It's a simple yet powerful statement that connects consumers with our brand."
The brand elements will be rolled out nationwide across the network and stations for November sweeps. The campaign consists of on-air image IDs and spots as well as a new jingle, consumer print and online elements. |
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