Univision launches ‘Abriga Tu Corazón con Burlington Coat Factory’.

Univision Communications Inc. and Burlington Coat Factory have come together to create a new initiative, Abriga Tu Corazón con Burlington Coat Factory. The effort complements the retailer’s annual Warm Coats and Warm Hearts Coat Drive that launched in its stores on November 1. The coat drive benefits One Warm Coat, a national non-profit organization dedicated to providing coats to those in need. To date, more than one million coats have been distributed through this program.
 
Abriga Tu Corazón invites Hispanic shoppers to join in sharing the warmth by donating gently worn coats at drop boxes at Burlington locations nationwide. Coats should be in good condition, with working closures and no rips or stains.  As a thank you, those who donate will receive 10 percent off their entire purchase at Burlington through January 21, 2013. 
 
“Univision is proud to partner with Burlington Coat Factory and One Warm Coat for this inaugural coat drive that increases awareness among the Latino community,” said Keith Turner, president of Sales and Marketing, Univision Communications, Inc. “We recognize how crucial it is to give back to those in need, especially during the cold winter months, and we are pleased to play a part in helping to expand the coat drive to our loyal audience.”
 
“Burlington is excited to launch Abriga Tu Corazón in partnership with Univision and our national non-profit coat drive partner, One Warm Coat. This new program enables us to spread the word amongst U.S. Hispanics about the great need for coats across the country,” said Thomas Kingsbury, president and chief executive officer of Burlington Coat Factory. “We feel strongly that this program is an important way that we can enable our customers to help others in the true spirit of the holidays, and to bring warmth to those in need.”
 
Univision will heighten awareness of the program among U.S. Hispanics by integrating this new coat drive within key relevant programming to drive participation among Latinos. Once a month until January 21, 2013, themed stories will be shared on Hispanic America’s most popular morning show “Despierta América” (Wake-Up America), driving consumers in-store to drop off their gently worn coats. These original program segments will deliver messaging within the context of the show’s style, and viewers will also be able to share their stories on Univision.com. Additionally, on Univision.com  users can find out how they can get involved by donating a coat at their nearby Burlington. These features will also be available to users via Smartphone mobile devices. 
 
Weekly weather reports highlighting particularly cold communities across the country and promoting coat donations at Burlington locations nationwide will also air on “Despierta América” through January 21, 2013.