HSN is learning to hablar Espanol.
The St. Petersburg-based TV and online retailer has cut a major deal with the Spanish-language network Univision that will see a range of swaps of on-air talent and Univision stars pitching HSN products.
The deal involves a host of cross-promotional projects, and according to HSN officials, it ranks among the most important projects launched by the company in recent years.
“Univision’s position as the nation’s most trusted Spanish-language media and entertainment company creates a tremendous opportunity for HSN to broaden our customer base and develop new emotional connections,” said Bill Brand, chief marketing and business development officer for HSN Inc.
As part of the deal, Univision will send a string of its on-air personalities to HSN’s TV studios in St. Petersburg to appear on select shows targeting the Spanish-speaking market. Univision will also promote the deal through digital, social media, local TV and radio stations. There is also a new Univision e-commerce website “Boutique Univision, HSN Beta.” Starting in December, the Univision “Despierta America” broadcast will begin showcasing HSN product on a weekly basis.
On the other side of the deal, HSN will curate special collections of products geared to Spanish speakers, with some of the first brands including Coca-Cola, Lancome, Benefit and G by Giuliana. HSN will also be the company fulfilling the orders and handling customer service behind the scenes.