In the July/August 2017 issue of RVBusiness Magazine,Rollin’ On TV leading the way into Spanish RV media market.
Jose Moniz, the Executive Producer of Rollin’ On TV, is interviewed regarding the interest the Spanish population has in Camping and RVing and how marketers will address that need.
“As the Hispanic Camper Niche Continues to Grow I think RV manufacturers are going to see more Spanish interest — and I think they are going to have to eventually do their marketing and websites in Spanish, too, if they want to hit that market,” said Jose Moniz, executive producer of Rollin’ On TV.
The networks that Moniz is negotiating with can each reach almost 40% of the Spanish-speaking households in the U.S. The transition toward offering a Spanish version of the program will begin with the new season starting July 1. At first, the English-language shows will be dubbed into Spanish, but will eventually be built completely in Spanish separately from the current program. Rollin’ On TV airs in approximately 40 million homes in the U.S. on more than 30 different channels, according to Moniz — and he expects the audience to rise substantially once the deal with a Spanish-language TV network is inked.
Another challenge that the RV industry may encounter when marketing to a Spanish-speaking audience is a lack of translation for industry-specific terms, according to Moniz. “There are a lot of terms that are used in the RV industry for which there are no Spanish words to match,” he said, “so we have to create our own dictionary with certain words.” It isn’t enough to just speak the language, though. The messaging has to be clear and appropriate, said Jones. “We’re seeing more and more Hispanics getting into the activity of camping,” she said, “and we really want to make sure that we speak to them in the way that they want to be spoken to, which isn’t necessarily the same way we speak to the rest of the population.
The potential impact of this emerging group of RV consumers seems promising. “When you look at the size of the Spanish market in the U.S., once we start getting out there and hitting that many people
in a mass market, it makes a huge difference,” said Moniz. “I think RV manufacturers are going to see more Spanish interest — and I think they are going to have to eventually do their marketing and websites in Spanish, too, if they want to hit that market.” Read the RVBusiness article here.