Discovery Familia is targeting Hispanic mothers and children with a new experiential marketing campaign titled “Es Para Ti” (“It’s For You”). The campaign, which
consists of events with hands-on, interactive activities for moms and young children, is touring the country this summer and fall. Each event is timed to coincide with cultural festivals in cities
with big Hispanic populations.
The “Es Para Ti” Tour kicked off in New Orleans with an event coordinated with the annual conference hosted by the National Council of La
Raza from July 20-22, and followed up with an event in Chicago as part of the “Fiesta del Sol” on July 27-28.
Upcoming events include visits to Las Vegas, for the “Fiesta
Las Vegas,” on September 14; San Jose, CA, for the “Festival del Verano” on September 29; Orlando, for the “Fall Fiesta” on November 3; and Houston, for the “Junta
Hispana” on November 10. Additional cities and dates will be added over the course of the tour.
At each event, moms and kids can participate in activities including prize
competitions for “Artzooka,” a children’s art show; games; spa giveaways; photo shoots; and visits by popular Discovery Familia characters.
All the events are co-branded
with an affiliate partner, including Cox Communications in New Orleans and Las Vegas; Comcast in Chicago, San Jose, and Houston; and Brighthouse Networks in Orlando.
Founded in August
2007, Discovery Familia currently reaches 4 million U.S. subscribers, according to parent company Discovery Communications. According to the company, in the first quarter of 2013 Discovery Familia saw
viewership among its core audience of Hispanic women ages 18-49 double in the 7 p.m.-11 p.m. slot, compared to the first quarter of 2012