Kia Drives American Hispanic Market with El Maestro Deal

Kia El Maestro

In line with the continued sponsorship deal, the Kia line-up will includes urban passenger vehicle, Soul, and midsize sedan brand, Optima.

Kia Motors America has signed on for a second year as the official sponsor of Telemundo’s El Maestro web series. Returning as host is Latin Grammy winner, Luis Enrique, who will mentor three up-and-coming artistes and offer advice on how to achieve success in the music industry.

Throughout the season, said host and the participating artistes are set to reflect on their musical journey while taking inspirational rides in two of carmaker’s most popular vehicles. The line-up includes Soul, an urban passenger vehicle and the award-winning Optima midsize sedan.

As official El Maestro sponsor, the deal entails the integration of both vehicles in each episode, a Kia-branded custom landing page for the programme on Telemundo’s website as well as weekly social posts highlighting the automotive brand on Facebook, Twitter, and Instagram.

“After experiencing strong online engagement with Hispanics during last year’s first season, it was a natural fit to continue our partnership with Telemundo as part of our efforts to raise consumer awareness in this important community,” said Tim Chaney, VP of marketing communications at Kia Motors America.