Univision Launches New Local News Branding

Univision Communications has unveiled “Tu Gente. Tu Voz.” (Your People. Your Voice), a local news branding campaign designed, it says, “to highlight the deep connection that Univision’s local news teams have with the communities they serve across the United States.”

The new nationwide campaign unifies all Univision local newscasts under a common purpose — to be a champion and a voice for Hispanic America and to deliver the news and stories that matter most to them.

The multiplatform campaign, which was developed by Hispanic-owned marketing and advertising agency Blanco-Lorenz, includes new branding spots, print and out of home displays. The campaign will roll out across Univision’s owned and operated local TV stations with newscasts over the next several months.

“‘Tu Gente. Tu Voz.’ breaks the mold of local news branding,” said Jessica Rodriguez, Univision chief marketing officer. “The campaign shows our local news anchors for who they truly are — renowned, award-winning journalists who not only report the news but who are also part of the communities they report on; they work hard every day, putting the world and our neighborhoods into context with heart and purpose in order to be a voice for the millions of Hispanics in this country.”

“Univision’s local stations are the ties that bind Univision to Hispanic America and they help bring to life UCI’s mission of entertaining, informing and empowering the community in cities across the country,” said John Eck, the company’s chief local media officer. “This campaign is a testament of the respect, trust, and strong connection we have gained with our audience thanks to our efforts to reflect reality and call attention to the topics that matter most to our communities — from daily challenges to lifelong concerns like education, finances, immigration and family. We serve Hispanic families, businesses, workers, professionals, entrepreneurs, and groups that make our community strong and vibrant.”