“This event showcases Latino designers and gives our customers an opportunity for the full treatment,” said Alessandra Otero-Reiss, Time Warner Cable's Director of Targeted/Multicultural Marketing. “Queens is one of the most culturally diverse communities in the world and we’re happy to do business in Queens.”
There were free manicures and makeovers for all, but 25 people, including five Time Warner customers, were chosen at random to receive VIP treatments that included goodie bags, discounts and beauty sessions.
Maria Martinez, 13, of Flushing came into the Time Warner store on the mall’s ground floor to return a cable box with her mom, with whom she was not on good terms with at that moment. Participation in the event was just the push they needed to rekindle their relationship.
“This is bringing us closer because we’re doing it together,” said Martinez. “It’s exciting because we don’t get to do it everyday because of school and work, and we look so pretty that we keep complimenting each other.”
Martinez had planned to leave after running errands, but when asked to participate in the event with mun2, a network on which she regularly watches music videos and wrestling re-runs, she found it hard to say no.
“I’m part Latina so anything that promotes Hispanics, I’m for it,” said the Puerto Rican/Peruvian/Greek teen. “I was going to meet a friend to finish up a report, but this is so much better. I was not expecting this!”
The event was mun2’s first in Queens. Vice President of Marketing Alex Alonso noted that Nielsen information and online statistics indicate many of the network’s viewers live in Queens.
“It‘s crucial to go where the Hispanic viewers are,” said Alonso. “Without the community we wouldn’t be here. They expect a brand that’s going to deliver back, that acknowledges its consumers.”
The fashion event was not only a celebration of Hispanic Heritage Month; it was also part of the live taping of the season finale of popular pop culture series “The mun2 Look.” Hosts Paula Garces and Jorge Ramon were on hand to meet and greet fans, sign autographs and host the fashion show, which featured up-and-coming brands Pasionae, Cavi and Hip Rock.
“It being Hispanic Heritage Month,” said Ramon, “it was important to go back to the community because that’s what the show’s all about - making real people look and feel good and bringing out the inner supermodel in everyone. Queens R-O-C-K-S!”