La Agencia de Orcí ‘Chasing Papi’.

La Agencia de Orcí & Asociados was called on by 20th Century Fox for marketing consulting services regarding the upcoming English-language feature film “Chasing Papi.” The agency provided the studio input on the advertising campaign’s target audience selection, creative and media.

La Agencia de Orcí’s consultation included review of the campaign’s concept, copy, and voice-over talent. The agency assisted the studio on allocating the media budget to ensure the most efficient reach of the target audience. The agency’s input also included recommendations on creative rotation. Since the campaign includes TV ads designed to reach Latinos, and others designed to reach Latinas, it was important to determine which spots should run during which programming.

“Chasing Papi,” which opens April 16 in theaters nationwide, is a light-hearted, slapstick comedy intended to be fun and entertaining for all audiences, regardless of ethnicity. Due to the film’s top Latino cast–Sofía Vergara, Jacki Velasquez, Roselyn Sanchez, and Eduardo Verástegui–the national, bilingual advertising campaign targets Latinos of all ages, acculturation levels, and countries of origin, making sure to reach the 18-49, 12-24 and 12-34 age groups.

The advertising campaign includes TV spots, print and radio ads, and billboards in top Hispanic markets. The TV spots are airing on the Spanish-language networks Univision, Telemundo, Telefutura; Fox, during shows with high Latino viewership; and cable networks such as Fox Sports en Español and Galavision. The TV media buy is national with spot overlay on Spanish-language and English-language TV in top Latino markets. The print ad will run in 13 different entertainment and music magazines and the radio spots will air on both Spanish-language and English-language radio stations in the top Latino markets.

“We turned to La Agencia de Orcí & Asociados for their recommendations on Hispanic marketing for ‘Chasing Papi’ because they are really in tune with the U.S. Latino and have experience working with media and entertainment companies,” states Ms. Leslie Henig, Director of Media at 20th Century Fox. “In addition, the media planning savvy of La Agencia’s Media team and especially their Media Director, Sofía Escamilla, are the talk of the town.”

“La Agencia was motivated to work with Fox and to pull from our past experience in working with other media and entertainment companies such as CBS and ABC,” adds Alberto Ferrer, Vice President and Director of Client Services at La Agencia de Orcí & Asociados. “Fox is truly committed to making this film a success with the Latino consumer and we are happy to be a part of it.”

For more information on “Chasing Papi” please refer to http://www.chasingpapi.com