Infiniti Aims at Hispanics in Invite-Only Campaign
Inifiniti is making its first pitch aimed directly at Hispanic consumers with three major-market events accompanied by localized TV campaigns.
The campaign, using the theme “Disenodesempeno”—design and performance—is intended to build appeal for the Infiniti brand by showcasing well-known Hispanic artists at the events. A select group of consumers will be invited to the events by direct mail in each market, Infiniti spokesman Kyle Bazemore said.
The kick-off occurred at the Rubell Gallery in Miami on Nov. 7. The second occasion is slated for the Museum of Contemporary Art in Los Angeles on Nov. 16 and the final event will take place at STK in New York on Nov. 28.
Hispanic artists whose talents will be highlighted include glass blower Jose Chardiet, chef Douglas Rod riguez, artist Frederico Uribe, sculptor Jorge Blanco, trumpeter “Chocolate” Armenteros, percussionist Annette Aguilar, musician Ely Guerra and dancer Ofelia Loret de Mola.
A selection of Infiniti models will be on display at each of the locations.
Four Spanish-language TV spots promoting Infiniti vehicles will coincide with the events in the respective markets, Bazemore said.
She added that the ads would cover most of Inifiniti’s product line.
“It’s Infiniti’s first campaign to reach the Hispanic market,” Bazemore said.
