The Bravo Group tapped by The Latino International Theatre Festival.

The Bravo Group has been tapped by the non-profit organization The Latino International Theatre Festival of New York, Inc. to create an ad campaign to reach Hispanic theatergoers and non-Hispanic culture seekers for the inaugural launch of TeatroStageFest.

TeatroStageFest, a two-week Latino theater festival with award-winning theatre companies, performers, playwrights and directors from New York City, Latin America, the Caribbean, and Spain, opened April 30, 2007 and will run through May 13, 2007. The festival is taking place in the emerging Fourth Arts Block of the East Fourth Street Cultural District, creating New York’s own Calle Cuatro. It is expected to draw more than 5,000 multi-cultural and multi-generational theatergoers.

The Bravo Group developed the visual brand identity and logo, the poster, playbill, postcards, banners and a website design. Print ads were also created for the festival, which are appearing in People en Español, The New York Times and El Diario/La Prensa. Radio PSAs, airing on Amor and AM Jazz stations are presented in a high energy, accessible and welcoming tone.

“Bravo is proud to have been the inaugural agency of record and strategic partner for TeatroStageFest ’07,” said Linda De Jesús-Cutler, COO & President, The Bravo Group. “We’re committed to servicing our Hispanic market both in the boardrooms and in the community at large. Our goal with creating the festival advertising was to put Latino Theater and our culture center stage.”

TeatroStageFest grew out of an idea by members of the Latin Media and Entertainment Commission, created in 2003 to work with the Mayor’s Office to position New York City as a global capital for the Latin media and entertainment industry.

“This event is not only about tourism but about strengthening our position as the nation’s theater capital and mecca for young, creative, and emerging artists. New Yorkers from every ethnic community have come together to enjoy all that Latino art and culture have to offer,” said Mayor Bloomberg in a press release from the Mayor’s office.

Through TeatroStageFest’s partnership with NYC and Company, the festival is highlighted along the Fourth Arts Block with promotional street banners along East and West 4th Street and on Astor Place.

“We are thrilled to have collaborated with The Bravo Group and the extraordinarily talented creative team that worked on the TeatroStageFest advertising campaign,” said Susana Tubert, Co-founder and Executive Producer of TeatroStageFest. “They embraced our mission and the challenge of developing a brand for a first time theater festival with incredible enthusiasm. I am extremely grateful and proud to be launching the first TeatroStageFest hand in hand with the amazing Bravo Group,” Tubert continued.

Susana Tubert is the recipient of the prestigious Director Fellowship from the Theatre Communications Group/National Endowment for the Arts. Tubert was recognized as one of the 50 Most Influential Latinas in New York City by El Diario/La Prensa. Her directing credits include Viva la Vida!, starring Tony Award-winner Mercedes Ruehl, Bad Girls by Joyce Carol Oates and the hit musical Four Guys Named Jose …and una Mujer Named Maria!- produced by Enrique Iglesias and Dasha Epstein.

The goal of The Latino International Theatre Festival advertising is to raise awareness and increase attendance among their target consumer, Hispanic theatergoers and non-Hispanic “culture seekers/explorers” ages 25-55, drawing from the off-Broadway, off-off-Broadway and BAM crowd.

Current consumer behavior research shows that Hispanics tend to prefer/frequent more popular/mainstream entertainment options (movies, music concerts, comedy shows) while theater is perceived as a bit “high brow.” Hispanics also tend to see plays that reflect life in their country of origin, but are open to plays/other forms of live entertainment from other countries as long as they fulfill their needs for high entertainment value.

The advertising dispels the target audiences’ misconceptions and barriers about Latino/Hispanic theater by expressing the festivals nature: contemporary, authentic, accessible, high quality and entertaining productions.

The non-Hispanic segments tend to seek diverse cultural experiences in any form from cuisine to dance to theater. While they are open to Hispanic/Latin American art, language is often a barrier. They prefer cultural experiences that are different/exotic/non-traditional, but where they are not marginalized as part of the audience.

John Sosa led the Bravo team working on the festival over the past year.

“We’ve equipped the organizers with a toolbox of resources -from designing their company logo to festival signage all over the East Village. We developed ads for newspapers, magazine and bilingual radio PSA’s. All communication seeks to engage our multiple targets to explore new aspects of Latin culture.” Sosa stated.