Zoom launches multicultural division to tap growing audience for indoor venues

(August 15, 2008) Zoom Media & Marketing, a leading provider of targeted out-of-home media and promotional programs, announced today the launch of Zoom Forward, a multicultural initiative dedicated to serving the growing Hispanic and African American markets. With a focus on helping advertisers more effectively reach multicultural audiences via Zoom’s unique media and experiential marketing assets, Zoom Forward will be led by Rudy Duthil, a 2007 AdColor Rising Star who has been with Zoom for over three years.

The formation of Zoom Forward is a logical step for Zoom given the numerous programs the company has developed that have been targeted towards Hispanic or African American consumers, including campaigns for such brands as Pepsi, HBO, and Procter & Gamble. “Our clients have made it clear to us that they are looking for better ways to reach these consumers, and Zoom has a significant expertise in this area,” said Duthil.

With over 6,000 venues in three networks across 50 markets Zoom’s media business features a Social Network of bars and restaurants, a Fitness Network of health clubs, and an Active Family Network made-up of indoor soccer and sports facilities, family fun centers, and bowling centers. Of these venues over 1,000 reach Hispanic and African American audiences.

“Zoom’s focus on reaching consumers in their preferred lifestyle environment allows us to help advertisers connect with a number of attractive and fast-growing demographics,” said Dennis Roche, President of Zoom. “Interest and activity in the alternative media and experiential marketing space by brand marketers has also surged recently as media consumption habits of younger consumers have accelerated the trend away from traditional formats.”

In addition to fixed media, Zoom has an extensive experiential and lifestyle marketing expertise that it has leveraged on behalf of clients. Zoom also pioneered the use of graffiti murals to reach consumers, and conducted high profile and award winning campaigns for brands such as Toyota, Verizon, and Kraft in urban areas. Additionally, the company has conducted sampling, street team, and mobile tour promotions at lifestyle events against young adult and family targets.

“The bottom line is that Zoom’s venues are highly social environments where various multicultural segments congregate and customized branding messages have proven to be very effective,” said Duthil. “We have a deep understanding of these demographics especially in terms of their leisure activities, which is a prime time for advertisers to reach them with their messages.”

Zoom Media & Marketing operates an indoor network of over 8,000 venues including fitness centers, indoor soccer facilities, bowling centers, family entertainment centers, restaurants and nightclubs that reach active consumers. Zoom also has an in-house event marketing and promotion department that constructs custom media placements and marketing programs. With over 60,000 billboard locations throughout North America, Zoom is owned by the de Gaspé Beaubien family.


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