MEL’s Messianu stated Canales was precisely who his company had in thoughts because the face of the marketing campaign because it began the planning course of, noting that his surname interprets to “channels” in English. As MEL tried to channel the NFL’s get-out-the-vote message throughout a number of channels, Messianu stated that dedication from Caneles, Solis, and NFL representatives, together with cultural advertising and marketing strategist Javier Farfan and CMO Tim Ellis, allowed MEL to assist the league additional normalize its interplay with Hispanic followers.
“We don’t stay in a vacuum, and what I like about this continued, ongoing effort from the NFL is that this isn’t opportunistic,” Messianu stated. “Numerous manufacturers are available throughout Hispanic Heritage Month. They are saying howdy, and so they go away, and that’s a part of the issue. It’s a chance to have a steady dialogue, not only a one-off.”
A shared language
Admittedly, the NFL has additionally used the Hispanic Heritage Month window to drop in and say howdy to Hispanic and Latinx followers. The league launched its “Por La Cultura” initiative in 2021 to give attention to partnerships with Hispanic and Latinx nonprofits, inform the tales of its Hispanic and Latinx gamers and employees, and draw consideration to its El Snap social media channels, its Mundo NFL Spanish-language protection and fantasy soccer.
When it drew criticism for its use of a tilde in Por la Cultura promotional supplies in 2022, the NFL and Solis’ crew took it as a problem to “double down” and “elevate our efforts”—focusing extra intently on native markets, athletes, musicians and cultural ties in 2023.
“There’s a saying that typically it’s important to see it to be it, and for the Latino neighborhood, I feel seeing function fashions is so essential,” Solis stated. “We’ve all the time stated we’re simply getting began. There’s loads of gamers, coaches, and folks throughout the league which are a part of the neighborhood that we wish to showcase.”
For half a decade, the league and its inventive companions have centered on “helmets-off” advertising and marketing that labored to humanize gamers by way of their pursuits in leisure, vogue, music, gaming, social points, and philanthropic endeavors. There’s been a powerful Hispanic and Latinx presence inside that push.
