Time Warner Cable, the second largest cable operator in the US, has tapped New York-based advertising agency Gotham Inc. for the metropolitan launch of its new bilingual entertainment brand, El Paquetazo. Standing as the first truly bi-cultural brand in the entertainment category, El Paquetazo is an exclusive package offered by Time Warner Cable to families looking for integrated English/Spanish entertainment.
Gotham is charged with positioning the El Paquetazo brand as the new basic cable package built exclusively for the bilingual Latino consumer. Already available in Los Angeles, El Paquetazo will hit New York in the last week of May 2009, surrounded by a series of broadcast, radio, and grassroots community-driven efforts initiated by Gotham. All advertising is set to bear the tagline, "I am La Mezcla;" translation--"I am the mix."
The campaign positions El Paquetazo as the only entertainment package that truly understands this community by celebrating the beautiful mix that is the Latino American community in New York.
"El Paquetazo is unique as it an entertainment package built from the ground up for the Latino American consumer. Blending Spanish and English entertainment seamlessly much like the community itself moves seamlessly between Spanish and English creating its own unique mix," explains Peter McGuinness, CEO of Gotham.
El Paquetazo consists of a mix of 140 of the best Spanish and English language channels, including news, comedy, sports, music and family as well as channels from Columbia, Mexico and Puerto Rico. Ads will launch the last week of May 2009, and run throughout the summer of 2009. Media duties are being handled by OMD.
About Gotham Inc.
Gotham’s 160 employees service the integrated communication needs of clients in fashion and beauty, retail, healthcare, financial services, and packaged goods categories. Clients include: Lindt, Fresh Direct, Yellowbook.com, Sony Ericsson, Bausch & Lomb, Maybelline, Remington, RSM McGladrey and Newman’s Own. For more information, visit www.gothaminc.com.
