At the Engage: Hispanics conference in Miami on Tuesday, Xavier Turpin, director of multicultural marketing at Dunkin Brands told the audience that Dunkin’ is partnering with AIRE Radio -- a division of Spanish Broadcasting System a media and entertainment company -- to put on private concerts for the Hispanic market.
The concerts will take place each quarter this year, and Dunkin’ will hold sweepstakes to invite 1,500 consumers to each event -- for free. The shows will feature A-level Hispanic artists, Turpin asserted, including Luis Fonsi and Jencarlos Canela.
Turpin said the concerts will be held in Miami, New York and Chicago. The fourth location is to be determined.