Kia Motors America (KMA) announced that it has signed on as the “Official Automotive Partner” for Univision’s “Nuestra Belleza Latina” (“Our Latin Beauty”), one of the network’s top-rated shows. The sponsorship includes on-air brand integration and related digital activations throughout the season including sponsored challenges for the show’s contestants using various Kia vehicles. Kia is also awarding this season’s winner with an all-new 2014 Forte compact sedan.
“Kia’s U.S. marketing initiatives are focused on raising consumer awareness, perception and consideration for the brand, and sponsoring ‘Nuestra Belleza Latina’ is the latest effort to communicate and interact with the Hispanic community in authentic and meaningful ways,” said Michael Sprague, executive vice president, Kia Motors America. “Kia’s presence continues to grow within the Hispanic community, and we are thrilled to continue partnering with Univision after several successful previous endeavors.”
As the official automotive partner of “Nuestra Belleza Latina,” Kia’s sponsorship will include integrated segments such as a branded challenge and a branded recap that includes the contestants enjoying a day away from the competition with a Kia vehicle. Digital activations include 11 custom pieces for Univision.com with the contestants, a custom photo shoot of this season’s winner with her all-new 2014 Kia Forte compact sedan, as well as social media mentions via Twitter and Facebook.