Michelle Bella, VP of Advertising Sales and Consumer Marketing of ESPN Deportes
(Maribel Ramos-Weiner). The new ESPN Deportes promotional campaign for the Dominican baseball winter league which kicked off last Friday 5th- and the Serie del Caribe is already on the air ({see related info;http://www.produ.com/hispanictv/index.html?Noti=332})Michelle Bella, VP of Advertising Sales and Consumer Marketing of ESPN Deportes, spoke to PRODU about this project.A few months ago, we started working on how to best showcase the unique offers we have with the Dominican Republic Baseball League and the Serie del Caribe. We thought of Caribbean music as a unifying element and decided on a music-video-style campaign for the games inauguration, said Bella.That is why they decided to bring together a salsa icon such as Gilberto Santa Rosa with a merengue star like Johnny Ventura.In two weeks they built a set at Cristina Saraleguis Blue Dolphin Studios in Doral, Florida. The production house was Miamis HD House, the sound mixing was done in Puerto Rico, and the director was Ubaldo Medina, with whom Bella had worked in the past at Telemundo. Internally there were two executive producers, Edgardo Mattei and Kalú Rodríguez, who got everything done in record time.The campaign is part of the games opens, radio spots, press, out-of-home with bus signage in Hispanic areas in Manhattan, NY; online, mobile, and social media. The goal was to have a tactical message for the baseball fan showing something that its ours, something that is celebrated with a strong Latin flavor, added Bella.{Watch the music video Botaron la pelota to promote ESPN Deportes coverage of the winter baseball league;www.produ.tv/popup.html?noti=4700&ID=51015&link=av/ESPN-1110/Botaron.mp4}
