Wednesday, May 12, 2010
ImpreMedia, Panini and La Curacao Sign Distribution and Consumer Promotion Agreement
Through its national network of Newspapers, impreMedia will distribute over 700,000 sticker books in key Hispanic markets throughout the nation: Los Angeles, San Francisco, Houston, Dallas, Miami and Chicago. The 76 page sticker album has a capacity for 688 stickers and will be available free of charge to readers and inserted into the publications. To generate awareness for the product, impreMedia network properties have been running in-paper ads in each newspaper carrying the product. “In looking at our distribution options for this project, it was clear to us that impreMedia was the way to go. We selected impreMedia because they are entrenched in our focus markets, have a long tradition of high quality World Cup editorial and most importantly, reach our target audience; Hispanic families that have a cultural passion for the sport,” said Mark Warsop, CEO of Panini America.
Southern California retailer La Curacao will carry the Panini sticker albums and sticker packets in all 10 of their mega stores in Southern California. A sticker giveaway promotion which will deliver 16,000 stickers free of charge to La Curacao consumers seeks to generate awareness and in addition, La Curacao will have key positions in La Opinión’s coverage of the World Cup starting in May and throughout the entire tournament in June and July. “The Panini/impreMedia alliance made perfect sense for us. Our consumer base is deeply familiar with Panini and its products. They are hard-core fanatics of futbol and World Cup and have come to expect high quality products like Panini from us. This partnership allows us to bring an exciting and high quality FIFA approved product to our consumer. This, combined with the demand that La Opinión can generate in Southern California, means a winning combination for our consumers,” said Ruth Garcia, Marketing Manager at La Curacao.
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