A year-round presence across El Planeta’s most engaged channels, built so the Isabella Stewart Gardner Museum stays part of what Boston’s Latino community reads, plans around and talks about all year, built for sustained visibility across social media, newsletter and print.
Prepared for MeLissa Mips-Medugno, Director of Marketing & Communications · Isabella Stewart Gardner Museum
We have been building this partnership together across newsletter, social and print, with campaigns around your exhibition openings and the launch of Free Thursday Nights, plus a nod to Boston Family Days. Our relationship has grown editorially too, with recent coverage of The Book of Esther in the Age of Rembrandt and the September 17 interfaith panel.
In our recent conversations we have talked about the advantage of expanding this into an annual partnership, so the Museum can show up for this community throughout the year and earn its loyalty. Three things make the case for working across the full year:
Loyalty is earned in repetition. A community that hears from the Museum in September, again in November and again in February starts to think of it as a place that is theirs. Your calendar gives us reasons to show up all year, and each of those moments deserves real attention instead of a share of one campaign.
We have had this community’s back for more than 24 years, and they read us every day: El Planeta Daily in the morning, our reels through the afternoon, the print edition at a local business on the weekend. That daily habit is why they trust what appears here. Being on our platforms passes that credibility to the Museum and puts it in front of people who are already paying attention.
92% of our audience speaks Spanish at home and 89% are first or second generation. Content built in that language, by people who share the reference points, is what gets read, saved and shared. We produce both the paid content and the editorial, so the Museum sounds like it belongs in the publication either way.
El Planeta has covered Greater Boston’s Latino community, and built relationships inside it, for more than 24 years. Latinos accounted for roughly 70% of the region’s population growth from 2019 to 2024. This community is growing quickly, and the institutions that become part of family life now are the ones it will keep coming back to for years. Cementing that presence today is how the Museum becomes part of the family later.
Our readers come to El Planeta to know what is happening around them: what is changing in their neighborhoods, what affects their families, and what is worth doing in the city that week. The Museum belongs in that conversation.
Audience figures from the El Planeta 2026 Media Kit.
The partnership runs on multiformat branded content: video reels, carousels, newsletter native ads and print, all produced in Spanish by our team and built to reinforce one another across the year. Each piece gives a different calendar moment, program or part of the brand its own turn in front of the audience.
Storytelling is what makes that work. A museum has more than one way in, and our job is to reintroduce the Isabella Stewart Gardner Museum to this community through a different lens each time: a biblical heroine who speaks to belonging, a courtyard in bloom in the middle of February, a Thursday night that costs nothing, a concert hall most of our readers have never walked into. Every hook reaches someone the last one missed.
Our own anchors carry part of that content, and this community has trusted them for years. We also hold space for the Museum’s spokespeople to speak to our audience directly. Used together, the credibility of both carries further than either would on its own.
These are some of the moments you told us you want to highlight:
An annual proposal for your review, with a special first-annual-project discount added.
| Term | September 2026 through June 2027. Deliverables are scheduled against your calendar at kickoff and can be re-timed during the year as programming shifts. |
| Contracting entity | MasTV / El Planeta LLC. W-9 provided on request. |
| Payment | Payment is due upon receipt of invoice at the beginning of the project. Payment by ACH or check. |
| Discount | The 25% partner discount, and the added value week of newsletter native ads and week of “Eventos de la Semana,” are available only against a full-year commitment. |
| Production | All branded content is created by El Planeta from your brief and assets. Video reels with in-person coverage require 15 days’ notice and coordination of the shoot at the Museum. Other formats require 8 to 13 days depending on type. Print reservations close the Friday prior to publication. |
| Approvals | Two consolidated rounds of feedback per deliverable. Additional rounds are accommodated at no additional cost and may shift the production schedule. |
| Outcomes | El Planeta commits to the delivery above, to optimization across the year, and to full transparency in reporting. No commitment is made on ticket sales, memberships or attendance, which depend on the Museum’s own offer and pages. |
| Editorial independence | Editorial coverage of the Museum remains under El Planeta’s newsroom control and is not part of this agreement. Paid placements are clearly labeled as sponsored. |
| Validity | This proposal is confidential and valid for 30 days from the date of issue. |
Once you confirm, we come back with a month by month schedule mapping every deliverable to your programming, so you can see exactly which weeks the Museum is in front of this audience.