100 Years Of MExican Music – Tribute Series

Ines Rodriguez Gutzmer, independent PR Consultant, in tandem with leading Hispanic PR shop BodenPR, were tasked with developing a compelling and newsworthy Public Relations campaign that – along with in-market promotional activities – could continue increasing brand awareness and sales for 100 Años, a Sauza Tequila brand. The campaign –a continuation of last year’s successful traveling photo exhibit that received acclaim from audiences in Los Angeles, Chicago and Houston – aimed to reach Non-acculturated Mexican-Americans, ages 25-39 with strong ties to their home country, its culture and traditions.

Introduction: The PR team – Ines Rodriguez and BodenPR – along with brand representatives and promotional partners Relay and Publicis, partnered to create “100 Años de Música Mexicana – Serie de Tributos”, (100 Years of Mexican Music –Tribute Series), a series made up of intimate live concerts that aimed at both celebrating established Mexican artists as well as serving as a platform for new upcoming local talent — the Tribute Bands — handpicked by renowned group Los Rieleros del Norte. End consumers, key accounts and media enjoyed the music of the most renowned Norteño Mexican artists of all time as well as the richness of Mexican culture, one that transcends borders and speaks of history and tradition, much like the 100 Años Tequila brand.

Established and Rising Stars, a strong news component: Partnering with Los Rieleros del Norte, appointed as the ‘padrinos’ of the initiative, 100 Años Tequila started the search to find the future of the genre: young local bands aiming at the stars. What followed was an extensive and rigorous selection process that expanded over an 8 month period and was led by Los Rieleros del Norte, who lent their talent and expertise in the regional Mexican music genre to ensure that the Tribute Bands chosen in each city represented the best of upcoming new talent in this genre. At the end of the process, those chosen included Los Herederos del Norte in Los Angeles, Los Panchis, in Chicago, Los Líderes de la Sierra in Phoenix and Grupo Mensaje in Houston
Following the selection of the Tribute Bands, a 100 Años de Música Mexicana CD was produced, whereas all the local bands, the future of the genre, interpreted some of the most renowned Mexican songs of all time including Y Llegaste Tu by Banda El Recordo and Te Quiero Mucho by Los Rieleros del Norte.
The evolution of the program, and its double contribution of paying homage to the voices of all time while opening a door to the new upcoming talent, was a strong community and news angle that awoke media interest as the tour visited key Hispanic markets in the country.

Local celebrations, one market at a time. The 100 Años de Música Mexicana – Serie de Tributos was kicked off by private events hosted by Los Rieleros del Norte and local Tribute Bands in Los Angeles, Chicago, Houston and Phoenix. The bands carried out a series of live intimate performances that paid homage to Mexico’s vibrant Norteño musical tradition. The events highlighted the value and essence of the 100 Años brand, and engaged audiences in a lively and emotional tribute to Mexican music artists. Launch events, which included the attendance of key account holders/distributors, members of the press and local influencers, showcased promotional elements and included performances by the renowned band Los Rieleros del Norte as well as by the Tribute band. In addition, promotional models acted as shoe shiners, shining guests’ cowboy boots and dancing with guests.

Results

The results of the campaign were substantial. In under a month Ines Rodriguez Gutzmer and the BodenPR team generated over 37 million media impressions and over $800,000 in advertising equivalency media coverage in media outlets such as Telemundo, Univision, EFE, Azteca América, La Raza, La Opinion, Hoy, Billboard Magazine, Yahoo en Español and Terra, among others. It is important to note that 98% of the coverage mentioned the name of the program, the product or a combination of both.