ESPN Deportes Heats up the Airwaves with a Caribbean ‘Warm Front’

ESPN Deportes announced the launch of a new advertising campaign surrounding its extensive coverage of the 2008-2009 winter league baseball from Dominican Republic, Venezuela and Mexico. “Le Quitamos el Frío al Invierno” which translates to “We take the cold out of the Winter”, the weather forecast for winter season transitioning to high temperatures as the country heats up with a “warm front” coming from the Caribbean and the Pacific bringing the heat of winter baseball to ESPN Deportes. The campaign is already appearing in selected areas around New York City and Miami.

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“This campaign delivers on ESPN Deportes’ commitment to bring the best of baseball to Hispanic sports fans, while making them feel at home,” said Maribel Viteri, marketing director for ESPN Deportes. “Our strategy with this campaign is to consistently bring home the message that ESPN Deportes is the home of baseball all year long.”

The winter league baseball campaign feature Ernesto Jerez, play-by-play commentator for Dominican baseball and Carolina Guillen, host of the winter edition of the network’s weekly baseball show Béisbol esta Noche, as meteorologists in front of a map forecasting the weather while the colorful winter map slowly transitions to warmer temperatures as a “warm front” from Venezuela, Dominican Republic and Mexico disperses all over the country until it forms the shape of a baseball player. This campaign is designed to attract viewers to watch the best of baseball from back home while keeping the true sport fan’s passion for baseball burning.  The campaign and “Le Quitamos el Frío al Invierno” message will be carried out via rolling digital mobile billboards, top newspapers in New York and Miami, online and radio.

 “Our strategy for this campaign is that of reminding the fan of their roots and warm baseball memories from back home at the same time as delivering excitement for the exclusive baseball programming that runs deep in their roots”, said Lonnie Limon, group director for Latin Works.“ This campaign ties the baseball fan with ESPN Deportes’ strong commitment to bringing the best baseball coverage through its different platforms year round”.

The campaign already kicked off this month with the exclusive coverage of the Venezuelan league and will continue to run through January as the network starts coverage of the Dominican and Mexican leagues. ESPN Deportes’ advertising agency of record, LatinWorks created the campaign in conjunction with PR agency Conexión; creative agency, Latinsphere and media agency Tapresty.