When it comes to TelevisaUnivision‘s Upfront 2024 plans, Tuesday, May 14, will see the largest producer of Spanish-language audio and video content in the world transform an event venue in the City of New York’s Hell’s Kitchen neighborhood into a Casa Cultura.
It’s being heralded by the company headed by CEO Wade Davis and President of U.S. Advertising Sales and Marketing Donna Speciale (pictured, top left) as “a new, unique approach to its Upfront presentation.”
Specifically, TelevisaUnivision is creating an experiential day-long activation that it says “brings to life the vibrance and passion of Latino culture that is dominating U.S. mainstream and drawing more marketers to embrace this powerful force as a priority investment for 2024.”
For longtime Hispanic Upfront attendees, the event harkens back to a Discovery U.S. Hispanic event that saw a Manhattan production studio transformed into a parque central in a small Mexican city, complete with a paleta vendor.
In the case of TelevisaUnivision’s Casa Cultura, it will serve as a day-long “pop-up” locale, if you will, and will start its day-to-night sessions with a presentation from Speciale and other guests who will highlight the company’s “evolved go-to-market strategy,” as well as new tools and platforms for advertisers to use when selecting TelevisaUnivision’s media products for their marketing campaigns.
Casa Cultura will conclude with a concert event powered by its Uforia audio brand, with entertainment yet to be revealed; this is typical of Hispanic Upfront events seen across the last decade.
For TelevisaUnivision, 2024-2025 is being eyed as an opportunity to build on last year, which yielded the “best Upfront in nearly a decade in terms of volume, with a record number of advertisers participating,” the company said. Furthermore, TelevisaUnivision closed 2023 with another record number of new clients.
“The opportunities to reach U.S. Hispanics continue to grow, and we are steadfast in our commitment to leading the charge and the change to ensure marketers meet this moment and embrace the power of Latinos,” Speciale said. “Inside our casa, we will bring to life the heart and passion of the massive community we exclusively serve; we will showcase Latinos’ influence on culture and commerce; and we will debut an enhanced portfolio of content, creator and audience capabilities for brands to truly unite with what is undoubtedly their most significant consumer segment.”
