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Señorita Extraviada (2002)

By Lourdes Portillo

In this Case Study
Introduction
Partnerships
Resource Materials
Promotion

Promotion

In raising awareness about the broadcast, the campaign, and the issues in the film, P.O.V.'s Communications Department engaged in an extensive publicity campaign, with particular attention paid to niche outlets. They developed and distributed approximately 8,000 press kits that included press releases, producer fact sheets, and artwork from the films. In addition they hired Reyes Entertainment, a top Latino national press firm, to translate our materials into Spanish and distribute materials to culture desk editors and bookers that focus on garnering a lion's share of the Latino market.

Coverage of Señorita Extraviada drew unprecedented attention to the issue of the missing young women of Juárez in major press outlets across the country and abroad. Filmmaker Lourdes Portillo was interviewed on Al Rojo Vivo, Telemundo's national news magazine program; CNN en Espanol; and Hablando de Cine HTV, broadcast in the U.S. and Latin America; and several top-10 radio programs, including KPFK-Enfoque Latino, KSOL-AM Spanish, Radio Bi-lingue, Mexican National Radio, Canadian Radio and Television, and BBC Radio. Print coverage was equally impressive with major feature articles in The New York Times, Los Angeles Times, La Opinion, Mundo Hispanico, Cuidad, Hoy, Latina Magazine, Ms Magazine, Claridad, and O Magazine.

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