2011 Hispanic Brand Plan 2011 Hispanic Music Sponsorships Planning Guide

2011 Hispanic Brand Plan

2011 Hispanic Music Sponsorships Planning Guide

Contents• Consumer Target• Brand Objectives/Strategies• 2011 Hispanic Music Sponsorship Plan

Corona Extra Hispanic Consumer Target:Life Indulger.

I think you only live once so I like to live my life to the fullest. I’m very social, I like to have lots of friends, and I like to share every moment with them. I like the finer things in life. I believe that quality is more important than quantity. I like to spice things up. I don’t like stress, so beer helps me relax.

Life Indulgers.

Photo Sources: myspace.com, facebook.com, qualitative research.

DEMOGRAPHICS Hispanic males 21-29 years old Bilingual or Spanish dominant Bicultural and acculturated White collar or gray collar Mid income, Progressive

KEY INSIGHTS Life Indulgers are really a glass half-full group, they are

hedonistic, and they truly have a saber vivir approach to life. They are extremely gregarious and they like to share and

enjoy their life and their lifestyle with others. They are hardworking and have begun to live their dreams or

are working a plan to do so. Life Indulgers don’t like to be stressed, so beer helps them

unwind and enjoy the situation a little more. They are proud of their heritage but they also like to cherry-

pick aspects from American and Latino cultures to help them enjoy the moment and the situation to the max.

Source: Crown Segmentation Data, 2010

KEY FACTS Shop in grocery, liquor, and mass On-Premise – Drinks beer Drinks 18 beers a week (3-4 occasions) Drink beers with a lime

U.S. Hispanics and Music

Photo Sources: Google

KEY INSIGHTS 1 out of every 4 Hispanics have attended a music

concert in the last 12 mths. 61% of Hispanics prefer Latino pop culture in music,

tv, etc… Music genres Hispanics like the most:

22.8% Latin Ballads 18.1% Mexican Regional 14.5% Latin Rock 5.5% Latin Rap

Source: Crown Segmentation Data, 2010; Simmons

http://www.youtube.com/watch?v=Ck4M6xIdz8w

2011 Hispanic Music Sponsorship Objectives• Drive top-of-mind awareness and emotional bond with Hispanic target consumers.

• Support Brand and Field Sales to increase purchase occasions with core Hispanic consumers.

• Drive retailer activation and support in key channels including on- premise and off-premise.

Key Strategies• Use sponsorship to gain on-site venue sales for CX

• Use sponsorship to leverage sales support and gain off-premise display activity.

• Take advantage of all media associated with tour

• Use tickets to foster goodwill and increase “share of mind” with key customers and distributor

Conduct two tours to deliver relevant music/talent for key Hispanic markets. Mexican Regional TourCaribbean Hispanic Tour

• POS Support (items vary per tour):– Banners & Case Cards: Templates will be uploaded to MOD for local

printing and purchasing.– Guitar Dangler/standee, Pennants & Stand ups: to be provided by

Sponsorships dept. per request. Order form will be sent out 10 weeks prior to concert date.

• Promoter Media Support:– Local Television/Radio/Print/Online

• Program Timing: June - November

Approach

Program Description• The 2011 music tour will consist of 20 Mexican Regional

concerts/bailes (dances) in major West-coast and Midwest Hispanic DMA cities with the headliners below. Other similar artists will accompany the tour.

Audience Profile• 65% male/35% female• 21-40 year old Hispanics• 1st, 2nd & 3rd generationTiming• June - November

Corona Extra Mexican Regional Tour

Tour Schedule (Tentative)

Date Market Venue Headliner(s)June 11, 2011 Fresno, CA Rainbow Ballroom La Arrolladora

June 12, 2011 Houston, TX Plaza Garibal Larry Hernandez

June Palm Springs, CA Morongo or Fullenwider Aud. TBD

July 9, 2011 Tucson, AZ AVA Amphitheater Banda el Recodo

July 23, 2011 Los Angeles, CA Gibson Amphitheater Ramon Ayala

August 6, 2011 Las Vegas, NV Orleans Arena Bronco

August 13, 2011 Anaheim, CA Anaheim Convention Center Tigres del Norte & Bronco

August 20, 2011 Tucson, AZ AVA Amphitheater Ramon Ayala & Larry Hernandez

August 20, 2011 Richmond, CA Richmond Convention Ctr. Cuisillos & Larry Hernandez

August 27, 2011 San Diego, CA San Diego Convention Ctr. Bronco

August San Antonio, TX TBD TBD

August Yuba City, CA Marysville TBDSeptember 24, 2011 Chicago, IL Aragon Intocable

September San Jose, CA TBD TBD

September Los Angeles, CA Honda Center or Anaheim Conv. Ctr Jenni Rivera

November 23, 2011 Austin, TX Palmer Events Center Tigres del Norte

November 23, 2011 El Paso, TX Coliseum PrimaveraNovember 24, 2011 Houston, TX Escapade Tigres del Norte

November 25, 2011 Dallas, TX FarWest Tigres del Norte

November 26, 2011 San Diego, CA San Diego Conv. Ctr. Larry Hernandez


Promoter Media Plan (per concert)• Television: Minimum 50 (:30 spots)• Radio: Minimum 150 (:60 spots)• Print: 20,000 flyers & 1,000 postersTotal Tour Media Value: $3,000,000Total Tour Estimated Impressions: 114,400,000

Media Deliverables• “Corona Extra presenta/te invita” on all advertising• Corona Extra logo and voiceover mention on all event tv spots• Corona Extra logo places on all printed material• Corona Extra TV commercial looped on agency’s website, Facebook

and Twitter pages


On-Site Deliverables• Title sponsor status• Exclusive 2 Gobo lights and/or 2 inflatable bottles on-stage• 16 banners placed within venue• Corona Extra commercial shown during event intermissions on jumbo

screen• 16 meet & greets per event• 40 event tickets available for trade• 6 all access passes• Majority of beer poured should be Corona Extra or a combination of

Modelo products depending on venue• On-stage distribution of collateral material• Booth space for promotional items depending on event


Promotional Opportunities (where legal)• 2 autographed items by artists per event for local promotions at key

accounts• Artist retail appearance opportunities (limited availability)

– Additional cost to execute ($6K-$8K)– Evaluate alternative ways to utilize these appearances without incremental cost

(i.e. radio/tv appearances, etc…)– Please send request to Anali Rodriguez in Sponsorships to check availability

10 weeks prior to concert.

• Image rights to promote events


POS Support• Case Card and Banner: templates available on MOD• Guitar Dangler (in foam core): Order form will be sent out 10 weeks

prior to concert

(artwork not final)


Program Description• The 2011 music tour will consist of 9 concerts with popular Latin

artists who appeal to the Caribbean Latinos in key Hispanic cities. Artist • Wisin y Yandel

Over 5 million albums sold Over 20 million digital downloads 4 albums have hit #1 on Billboard’s Latin Albums Chart 2011 Premio Lu Nuestro Winners for Album of the Year, Song of the Year and Entertainers of the Year. AMA and Latin Grammy winners

Timing• Summer (Dates TBD)Markets• Chicago, New Jersey, Miami, San Diego, LA (x2),

Houston, Dallas, San Antonio

Corona Extra Caribbean Hispanic Tour

PRESENTA

WISIN Y YANDEL

Tour Schedule

Date Market Venue

June 3, 2011 Miami, FL American Airlines Arena

June 4, 2011 Chicago Rosemont Theater

June 9, 2011 Los Angeles Nokia Theater

June 10, 2011 Los Angeles Nokia Theater

June 11, 2011 San Diego, CA Valley View Casino

June 16, 2011 Houston, TX Club Escapade

June 17, 2011 Dallas, TX Verizon Theater

June 18, 2011 San Antonio, TX AT&T Center

June TBD Newark, NJ Prudential Center


Promoter Media Plan (per concert)• Television: 30-136 (:30 spots)• Radio: 120-360 (:60 spots)• Print: 4-143 (1/4 page ads)• Flyers: 100,000• Posters: 1,000Total Tour Media Value: $95,000-$306,000Total Tour Estimated Impressions: 3,470,000-19,700,000

Media Deliverables• Prominent logo and voice-over mentions in full media plan• Corona Extra logo placed on all printed material


(Estimate only; varies per market)

On-Site Deliverables• Presenter sponsor status• 40 event tickets available for trade• 10 meet & greets available for trade• (10) 3x10 banners• Signage close to stage (logo projected in corner of video walls)• CX TV commercial and logo featured on stage video walls (prior to

show)• Rights to distribute premium items on-site• On-site sponsor table


Promotional Opportunities (where legal)• 2 autographed guitars by artist per event for local promotions at key

accounts• Rights to use likeness of events in POS• Text to win VIP experience opportunity. A winner and a friend can win

tickets, meet and greet and autographed instrument.– Additional cost to execute ($TBD)– If interested, please contact Anali Rodriguez in Sponsorships for more information.


POS Support


Images to come. (Case cards, artist stand ups,

artist pennants)(Artwork not final)

• Promotion Period June through November• POS Available 6 weeks prior to concert date• POS Posting Date Local market’s discretion• POS Pull Date Local market’s discretion• Tickets Availability 3-4 weeks prior to concert date

Key Dates Mexican Regional & Caribbean Hispanic Tours

Agencies (Friasworks & CMN):• Serve as primary point of contact between Crown and artists.• Act as on-site tour management agency on behalf of Crown.• Fulfill ticket requests made by Crown (all trade tickets will be delivered

to MDM’s for distribution).• Install all signage, GOBOS and inflatable bottles for day of show.• Negotiate with concert venues on product placement and signage

rights.• Manage and coordinate meet and greets and/or any special

promotional opportunities such as retail appearances.• Provide autographed items per event for local use.

Roles & Responsibilities

Crown Sponsorships:• Negotiate and approve events.• Ensure venues are Crown friendly.• Develop and manage all branded elements of tour and on-site

materials.• Manage day to day business of sponsorship with agencies.• Communicate all major programming initiatives to internal and external

partners throughout the year.


Field Marketing:• Work with agencies, MDM’s and media partners for local opportunities

to drive business.• Serve as primary contact between agencies and Field Sales.• Coordinate promotional opportunities such as artist retail appearances

with agency.


Field Sales/Wholesalers:• Work with concert market wholesalers to maximize Corona’s

sponsorship (e.g. ensure adequate # of tickets, display enhancers and POS is ordered.

• Coordinate efforts with wholesaler to ensure optimal distribution points and available inventory for event day sales and the concert venue.

• Coordinate meet and greets with FMD’s.


• Friasworks, Inc. (Mexican Regional Tour)• Danny Frias: [email protected]• Phone #: 714-369-3391

• CMN (Caribbean Hispanic Tour)• Andrea Botero: [email protected]• Phone: 312-371-7737

Agency Contacts

mailto:[email protected]

mailto:[email protected]

Documents

2011 Hispanic Brand Plan 2011 Hispanic Music Sponsorships Planning Guide