March 23, 2015
By Joe Pequeno
The Arizona Diamondbacks (@Dbacks, @LosDbacks) launched their Hispanic-community focused marketing campaign in 2015 with the goal of embracing the Hispanic community as one. The tagline “Somos Hispanos. Somos D-backs.” translates to “We are Hispanic. We are D-backs.” and will be featured in several print, television and radio spots and will have a strong social media integration that highlights Hispanic players and fans.
“This campaign is about embracing the Hispanic community and letting everyone know they have an open invitation to come out to Chase Field to experience our affordable, family-friendly environment,” said D-backs President and CEO Derrick Hall. “More importantly, we hope to continue to make an impact in our Hispanic community and establish a culture of diversity in everything we do. We want to motivate our fans to be an active part of our team and establish a love for the D-backs that will continue to grow.”
The first commercial, which features Venezuelan David Peralta, Mexican Oliver Perez and Cuban Yasmany Tomas can be viewed here and will air throughout the marketplace.
The D-backs have long been committed to the Hispanic community and since 2008, the D-backs have worn their alternative black jerseys with “Los D-backs” across the front on Hispanic Heritage Day, creating a tradition of honoring their Hispanic players, fans and community. Last season, Latin pop star Cristian Castro performed a postgame concert at Hispanic Heritage Day that was attended by more than 10,000 people.
New this season, the D-backs will host two Los D-backs Fiesta de la Familia events, presented by Fry's Food Stores, for fans on April 12 and 26 at Chase Field. The family-friendly street festival outside Chase Field is free and will provide fans with the opportunity to enjoy multicultural pregame entertainment. The D-backs will also continue the popular Sanderson Ford Cronista Infantil program that provides children the chance to show their talents behind the microphone on Spanish radio once a month alongside broadcasters Óscar Soria and Rodrigo López. All 162 regular season games are broadcast in Spanish on KSUN 1400 AM with Soria serving as play-by-play announcer and Lopez as an analyst. The D-backs are one of just a small group of Major League teams to send their Spanish-language broadcasters on the road with the team.
In 2013, the D-backs introduced the D-backs Luchador as a community ambassador and representative of the team who speaks both Spanish and English and represents a character that you would find at a Lucha Libre match. Also in 2013, the D-backs created a Sonoran-style hot dog that is available at every home game and has become popular with fans of all backgrounds.
The D-backs will play an exhibition game this Sunday, March 29, against the Colorado Rockies in Hermosillo, Mexico. The team has a long-standing history in Hermosillo, having played exhibition games there on nine different occasions (1998-2003, ‘08-10) and has made six visits during the past three years to Hermosillo. Most recently, the D-backs led a contingent of representatives from the Arizona-Mexico Commission on a goodwill trip to Hermosillo in November, hosting a clinic for youngsters and speaking to hundreds of university students at an exposition. The D-backs have also hosted Mexican League teams three times at Chase Field and the World Baseball Classic twice (2006 & 2013).
The D-backs currently have five Latin American countries represented in big league camp: Mexico (Pérez and Walter Ibarra), Venezuela (Peralta and Endar Inciarte), Cuba (Tomas and Yoan López), Panama (Randall Delgado and Enrique Burgos) and the Dominican Republic (Rubby De la Rosa). The team also recently added to the front office with the hiring of a Manager of Hispanic and Emerging Markets.
Source: KPHO, CBS5