The Travel Channel Reaches Out to Hispanics
The Travel Channel and Time Warner Cable are joining together for a new educational and promotional campaign designed to inform Spanish-speaking students about what’s cool in their local communities.
Running throughout October, the campaign My Hometown targets the Hispanic community through materials that encourage Spanish-speaking students and their parents the opportunity to participate and explore their local community.
The campaign also features a contest, which students can enter after they have learned what makes their hometown great. They can write a 30-second TV spot promoting their hometown. The grand-prize winner receives a $5,000 college scholarship, a national television appearance on the Travel Channel and a school visit by Travel Channel on-air personality Tracy Gallagher. The top five finalists in each market will receive a digital camera and one first-place winner in every market will receive a portable DVD player with titles from the Travel Channel and the Discovery Channel.
Adults can also get in on the fun, as the promotional portion of My Hometown encourages consumers to write a creative slogan describing their hometown. The local grand-prize winners will receive a digital video camera, and his or her winning slogan will be featured on oversized stickers distributed at Time Warner Cable outlets and at local retailers.
My Hometown provides public and private middle schools in Time Warner Cable markets with a standards-based curriculum for teachers to help students learn about their community. The free, online curriculum focuses on each hometown with lessons on geographic location, history, local culture and demographics, as well as an interview with a Travel Channel producer who will help teach students how to communicate to a television audience.
