Kia Motors America Signs on as Official Automotive Partner for Univision's "Nuestra Belleza Latina" Reality Beauty Competition
Sponsorship Will Include On-Air Brand Integration and Digital Activations
- Reality show winner will be awarded an all-new 2014 Kia Forte* compact sedan
- Contestants will use various Kia vehicles in sponsored challenges throughout the season
IRVINE, CA--March 11, 2013: Kia Motors America (KMA) announced today that it has signed on as the "Official Automotive Partner" for Univision's "Nuestra Belleza Latina" ("Our Latin Beauty"), one of the network's top-rated shows. The sponsorship includes on-air brand integration and related digital activations throughout the season including sponsored challenges for the show's contestants using various Kia vehicles. Kia is also awarding this season's winner with an all-new 2014 Forte compact sedan.
"Kia's U.S. marketing initiatives are focused on raising consumer awareness, perception and consideration for the brand, and sponsoring 'Nuestra Belleza Latina' is the latest effort to communicate and interact with the Hispanic community in authentic and meaningful ways," said Michael Sprague, executive vice president, Kia Motors America. "Kia's presence continues to grow within the Hispanic community, and we are thrilled to continue partnering with Univision after several successful previous endeavors."
As the official automotive partner of "Nuestra Belleza Latina," Kia's sponsorship will include integrated segments such as a branded challenge and a branded recap that includes the contestants enjoying a day away from the competition with a Kia vehicle. Digital activations include 11 custom pieces for Univision.com with the contestants, a custom photo shoot of this season's winner with her all-new 2014 Kia Forte compact sedan, as well as social media mentions via Twitter and Facebook.
*2014 Forte Sedan expected Q2 2013.
Kia: One of the World's Fastest Moving Global Automotive Brands
Kia Motors America is one of only three auto brands to increase U.S. sales in each of the past four years, and in 2012 the company surpassed the 500,000 unit mark for the first time. With a full line of fun-to-drive cars and CUVs, Kia is advancing value to new levels of sophistication by combining European-influenced styling -- under the guidance of chief design officer Peter Schreyer -- with cutting-edge technologies, premium amenities, affordable pricing and the lowest cost of ownership in the industry. Kia recently joined the exclusive ranks of Interbrand's "Top 100 Best Global Brands," and is poised to continue its momentum with seven all-new or significantly redesigned vehicles scheduled to arrive in showrooms in 2013. Over the past decade Kia Motors has invested more than $1.4 billion in the U.S., including the company's first U.S. assembly plant in West Point, Georgia -- Kia Motors Manufacturing Georgia -- which is responsible for the creation of more than 11,000 plant and supplier jobs. The success of the U.S.-built* Optima and Sorento in two of the industry's largest segments has fueled Kia's rapid growth and is complemented by Kia's comprehensive lineup which includes the Soul urban passenger vehicle, Sportage compact CUV, Optima Hybrid, the Forte sedan, 5-door and Koup compacts, Rio and Rio 5-door sub-compacts and the Sedona minivan.
* The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI Turbo are built in the United States from U.S. and globally sourced parts.