Last fall we ran one Hispanic Heritage Month flight with you: native content and newsletter ads aimed at Latinos across the DMV, built around the October 14 Hispanic Heritage Night. It beat every goal we set, and it told us exactly who inside the Latino community is ready to buy.
The pilot worked as a single moment. This proposal turns it into a presence. We want to carry the Capitals through the full Latino calendar: launch on Hispanic Heritage Night with the special ticket package and the Hispanic Heritage jersey, then stay in front of the right Latino households game after game through April.
The work is structured into three tiers so you can size the partnership to this season's budget. Every tier builds on what the pilot taught us: lead with native video, speak to the buyers who convert, and open the door to the families and younger fans who become the next generation. We bring the audience and the creative. You bring the team, the tickets, and the demographic data to sharpen our targeting.
Four priorities came out of our planning conversation. Here is how El Tiempo Latino answers each one with the audience and the content to match.
You want to engage Latinos across the full calendar, not a single month. We launch on Hispanic Heritage Night with the ticket package and jersey, then sustain the Caps inside our Events of the Week ecosystem and daily newsletter from October through the playoffs. One brand, in front of Latino D.C., every week of the season.
Our first-party data lets us move precisely across the full Latino DMV. High-income households in Northern Virginia, Loudoun, and Montgomery County for premium experiences. The broader Latino base for family packs and ticket bundles. Each message reaching the audience it was built for, powered by decades of audience signals no third-party platform can replicate.
The pilot's clearest signal: the 55+ Latino audience drove 62% of all clicks. Our core readership skews 35 to 55, Spanish-dominant, and settled in the DMV. This is the audience that already buys tickets. We keep them close all season with creative built specifically for them.
A transforming arena and a young roster make this the moment to bring Latino families who have never been. We reach the household decision-maker in Spanish, pair family-pack offers with the free hooks you already run (Kids Day, open practices), and tell the full game-day experience so a first visit becomes a lifelong habit.
For 35 years we have been the trusted Spanish-language source for the D.C. metro. The Latino households you want to reach in Northern Virginia, Maryland, and the District read, trust, and consume our content daily. Being present in these spaces gives you direct access to a highly engaged audience that is uniquely ours.
First-party engagement signals from decades of publishing for Latinos in the DMV. We use our own data to reach the right niches: from high-income NoVA households to younger families, sharper than any off-the-shelf segment.
Our in-house creative team produces in Spanish for the U.S. Latino market full-time. Built around the cultural and language nuance of the fans you want, told from the perspective of real people in their community.
Our campaigns are built for clicks, sign-ups, and ticket interest. Continuous optimization against real engagement data, the same discipline that beat every goal in the pilot.
Two channels, working together across the season. Each one is a place DMV Latinos already trust us, and each comes with examples of the work.
The pilot's engine. Short-form vertical reels and branded carousels produced by our in-house creative team: the full game-day experience, a Latino couple's date night at the rink, the ongoing arena renovation used to build the narrative that the fan experience keeps getting better. Built for this audience, in Spanish, never translated.
Native ad placements inside the most-read Spanish-language newsletter in the DMV, with a 50% daily open rate. The Capitals land directly in front of an audience that trusts the editorial context around them, week after week across the season.
Starting points to react to, drawn from the formats that already connect with our audience. Each one shows the concept and the channels it would travel. We choose, refine, and match them to the season calendar with you in the kickoff.
A Latino host discovers a Caps game start to finish: the arrival, the food, the merch, the rush of the ice. The exact native format that drove 76% of the pilot's clicks.
A local Latino voice rides along through the full fan experience, from pre-game buzz to the final cheer, with the renovated arena as the reason the night keeps getting better. The Wizards' most culturally resonant piece of last season.
A real Latino couple on a date night at the rink: getting ready, living every goal together, the game as the backdrop to something more. Built to reach younger fans.
A taste tour of Capital One Arena: the loaded nachos, the jumbo dogs, the churros. The food is half the reason to come, the way El Planeta made the menu its own story for Red Sox fans at Fenway.
An inside look at the new Capital One Arena: the upgraded spaces, the food, the team store. The renovation story told so the fan experience reads as bigger every season, the way you asked us to.
Family packs paired with the free hooks you already run, Kids Day and open practices, framing the first visit as the start of a family tradition in the DMV.
Reaching the right people is the first half. The second is bringing the ones who showed interest back, with the offer built to move them. We run this in two phases, and we have run it for teams across the DMV.
We run the content across the channels in your package: our social media, the daily newsletter, Events of the Week, and the website. Everyone who watches, clicks, or engages is identified as an interested audience, and we carry the signals from the first pilot so we start with an advantage.
We then run paid campaigns on social aimed only at the people who already engaged, and audiences that look like them, now with messages built to convert: the ticket package, family packs, premium seating inquiries. Each audience sees the offer made for them.
All content produced by El Tiempo Latino. Impression estimates based on pilot performance. Final scope and timing confirmed with your team.
The first step is a kickoff with your team, where we select the ideas that fit, match each one to the right content format, and plan the season calendar before any content is produced.