Category Project Highlight

A Unique Attitude

Un vehiculo con aire de cohete supersónico

For Taylor PRimero, the launch of a three-wheeled roadster by Bombardier Recreational Products (BRP) in the U.S. was an opportunity to interest Hispanic men about an alternative to traditional motorcycles and convertible sports cars.

Among Hispanic men who earn more than $50,000 a year, 14 percent own an all-terrain vehicle, 11 percent own a motorcycle and 9 percent own a sports car. Research also shows more than half love to buy new gadgets and 7 in 10 try to keep up with new technology.

Support by Taylor PRimero has included hosting a familiarization tour for national Hispanic media such as Automundo, Maxim en Español, Mundo Motor, MSN Latino and Terra.com.Appearances we’ve arranged featuring the Can-Am Spyder roadster on Spanish-language television programs and working with local media to invite Hispanic consumers to see and test the vehicle at local authorized dealerships.

The result has been millions of impressions generated by Spanish-language, English-language and bilingual media coverage and a significant increase in foot traffic to authorized dealerships by Hispanic consumers interested in test driving and purchasing the roadster.

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