Telemundo Uses Massive World Cup Audience to Launch Rebrand

NBCU network worked with creative agency Red Bee

The consumer brand campaign is developed under the theme "Together Unstoppable." Telemundo
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Telemundo is using the World Cup as the launching pad for a new brand campaign.

During today’s Mexico-Germany match, which starts at 11 a.m. ET, Telemundo will unveil the new consumer brand campaign called Together Unstoppable.

“With all of the exciting changes happening at Telemundo we knew it was time for an updated expression of our brand—one that stays true to our core values —and sets the course for where we’re heading,” said Karen Barroeta, SVP, Marketing and Creative, Telemundo Networks.

Telemundo opened the $250 million Telemundo Center broadcasting facility near Miami in April, it acquired 15 of its affiliates in February, and is in the midst of airing its first World Cup, having outbid rival Univision spending $600 million for the rights to the 2018 and 2022 World Cups. The network has more than 500 people on the ground in Russia, including more than 20 play-by-play and analyst teams, to produce all 64 games.

NBCU has owned Telemundo since 2002 and has been investing heavily in the network in the last several years. While the network has seen viewer growth in prime time, Univision remains the most-watched Spanish-language network in the U.S.

Telemundo says the language of the brand campaign “embodies the new voice and the spirit of today’s Latino.” The ads will appear first on Telemundo’s TV, digital and social platforms before popping up on other NBCU platforms. It will be followed by a new graphics package later in the summer.

“By taking these bold steps to redefine our brand we want our consumers to know we’re going on this journey together,” said Barroeta. “With so much of Telemundo’s focus firmly set on the future, it was a natural time to look at our brand identity moving forward.”

Telemundo worked with creative agency Red Bee and brand strategist Lee Hunt on the campaign.

@ChrisAriens Chris Ariens is the managing editor and director of video at Adweek.