Kohl's celebrates Latin culture with new sponsorship
LOS ANGELES — Kohl's has signed on as the exclusive retail partner of "¡Q’viva! The Chosen," a documentary celebrating Latin culture, music, and dance is making its Spanish-language U.S. debut January 28, 2012 on Univision and will also air on leading networks throughout the Americas, according to a press statement released by Jennifer Lopez, Marc Anthony, Jamie King, Simon Fuller and XIX Entertainment.
“From a business perspective, we’re interested in organic extensions that allow us to leverage and maximize our investment in the Jennifer Lopez and Marc Anthony lifestyle collections which launched in fall 2011,” said Julie Gardner, Kohl’s executive VPand chief marketing officer. “We view '¡Q’viva! The Chosen' as an excellent opportunity to extend our brand and increase our mass market reach.”
Kohl’s sponsorship includes paid media, publicity, promotions, events, product placement and brand integrations across print, broadcast, digital and mobile platforms. Both the Jennifer Lopez and Marc Anthony collections will be prominently featured within the series, and worn by Jennifer, Marc and some cast members and other participants.
According to the press statement, the series that travels to 21 countries including the United States and countries in Latin America, looking for authentic, genuine and talented entertainers. The program will document Jennifer, Marc, and Jamie’s epic transcontinental journey in finding the best Latin talent, “The Chosen.”