Gravity Media has been chosen to handle all strategy and media placement for TV, Radio, Digital, Print and Out of Home within the Hispanic, Asian, European, Middle Eastern and African markets for the telecommunications giant.
Gravity will be handling some of the IDT’s major brands, such as Boss Revolution, Tigo and Claro.
Gravity Media’s EVP, Boris Chernyy, credits the agency multicultural team’s unique and innovative approach to multicultural markets with fueling its growth. “We believe that the key to successful and sustainable growth within these markets lie within an integrated approach and a deep understanding of all that we as consumers actually have in common,” stated Chernyy.
“We are excited to be working with IDT as they are a company unafraid to take risks and embrace innovative, integrated campaigns” added Juan Chouza, Media Director of Gravity Media.
As U.S. multicultural markets continue to grow it is imperative that companies understand that these consumers are essential to their success. Marketing to the Hispanic and Asian market in today’s society has become a mainstay for many Fortune 1000 companies, especially as these communities represent the fastest growing populations in the United States. The Hispanic population alone currently represents 16.3% of the US population (50.5 mln people), which is a 77% growth from 2000 to 2010 and the Asian Americans represent 4.8% of the US population (14.7 mln people) which is a 61% growth between 2000 and 2010.
IDT (NYSE: IDT) is a Fortune 1,000 publicly traded telecommunications company with a market-cap of over $600 million. IDT works in over 200 countries providing consumers with a variety of telecommunications needs. With over 100 products, it is a leader in the calling card business in the US and abroad.