Industry News | March 22, 2010
Subway Restaurants Link Up With Univision Radio
Univision Radio, the leading Spanish language radio broadcaster in the United States, announced a year-long sponsorship by Subway Restaurants of its exclusive Concert Series. Each concert will feature an opening act performance by an up-and-coming artist, sponsored by Subway Restaurants. The partnership also includes the creation and promotion of a branded micro-site entitled "Subway Artistas Frescos" ("Subway Fresh Face Artists"), where listeners can enter to win prizes, including a grand prize trip for two to a Univision Radio Concert Series event over the course of the year.
The micro-site, www.subwayartistasfrescos.com, will allow participants to submit a creative video that incorporates the Subway jingle. Each submission will be judged on uniqueness, creativity, originality, and use of the jingle. The top ten videos will be selected and posted on the site to allow visitors to vote for their favorite submission.
"Partnering with a leading consumer brand like Subway offers a terrific opportunity to promote our concert series in an artistic manner, and we are excited to be able to incorporate the Internet to engage a younger audience," says Gary Stone, president and chief operating officer of Univision Radio. "We look forward to a successful year-long program."
"Our partnership with Univision Radio offers Subway a unique opportunity to reach out to our Hispanic youth target market in a fun, creative, and culturally relevant way," says Eddie Lindley, Subway senior marketing manager for Multicultural Markets. "Music is always a great vehicle for reaching younger audiences, and concerts all the more so. We look forward to a successful promotion that combines sponsorship of the popular Univision Radio Concert Series, a Subway jingle-singing contest, and the power of the Internet."
"Subway is the ideal partner for this promotion, and we're fortunate to be working with them," says Jack Hobbs, executive vice president of Univision Radio. "Our listeners will get to showcase their creative and musical talents, interact with the Subway brand, and have a chance to attend our exclusive concert series."
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