Telemundo partners with Toyota & T-Mobile in Herederos del Monte.

Telemundo announced that the network has partnered with Toyota and T-Mobile USA on a category exclusive marketing initiative for the launch of its newest original primetime novela, Los Herederos del Monte (The Monte Heirs), in Colombia.

The exclusive marketing initiative centers on four Toyota models that will be associated with characters representative of the vehicles’ target demographic and profile throughout the run of the novela. The four Toyota vehicles that will be featured include Tundra, Venza, Rav4 and Yaris.

Additionally, T-Mobile USA, in a category-exclusive deal, provided the latest smartphones to be organically integrated into the novela, including the T-Mobile myTouch 4G, the HTC HD2 and the Motorola Cliq XT.

“We are proud to be a part of prestigious category exclusive deals with our partners, Toyota and T-Mobile,” said Jacqueline Hernández, Chief Operating Officer, Telemundo. “This innovative program will highlight the features and benefits of the selected vehicles and phones, while offering extensive brand exposure and engaging the target consumers in a very organic way.”

“We are delighted to partner with Telemundo to bring Toyota into the world of Los Herederos del Monte,” said Dionne Colvin, national marketing manager, media planning for Toyota Motor Sales, U.S.A., Inc. “Telemundo has been a valued integrated marketing partner, and this newest property provides a terrific platform to connect Toyota with their primetime audience.”

“Our goal is to be the preferred wireless carrier among a growing and increasingly savvy Latino audience, said Ximena Cuevas, Sr. Marketing Manager, Hispanic Segment, T-Mobile USA. “This integration provides a great opportunity to showcase our newest technology in an incredibly authentic way.”

Los Herederos del Monte tells the story of five adopted brothers whose lives take a tumultuous turn upon the unexpected arrival of a woman who has come to claim her share of the estate after the passing of her father.