Sony Takes A Road Trip To Woo Hispanics

“AS ELECTRONICS GIANT SONY SEARCHES for a partner to develop a new global brand strategy, the company’s electronics division has announced specific plans to widen its reach within the U.S. Hispanic market. Sony Electronics is launching a five-month mobile lifestyle tour through Southern California, called La Experiencia Sony (the Sony Experience). With a focus on education via immersion, the lifestyle tour will make stops at independent retailers and at events where people can try out and learn about Sony personal electronics products.

La Experiencia Sony is being run by Sony’s Hispanic agency, Alternative & Innovative Marketing (AIM) LLC of San Diego. Sony declined to disclose its spending on both the lifestyle tour and its overall Hispanic marketing efforts.”

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