MIAMI and AUBURN HILLS, Mich. -

In an effort to better reach the growing Latino population, Yahoo and the Ram Truck brand have teamed up to launch "La Banda Ram," a dedicated Mexican regional music channel.

The channel can be accessed through  Yahoo en Español’s omg site, and offers programming, music news and "lifestyle-relevant Ram Truck brand integration," officials explained.

“La Banda Ram provides an excellent opportunity for our brand to emotionally connect with our Latino consumers in a culturally relevant manner,” said Fred Diaz, president and chief executive officer of Ram Truck Brand and Chrysler de Mexico.

“Music is a universal bond, and Ram is proud to team with Yahoo and be part of the first music channel dedicated solely to the increasingly popular Mexican regional music genre,” he continued.

The companies also stressed that the new channel focuses “on engaging the U.S. Latino audience with premium content” and provides listeners with a mix of music, blogs, exclusive photo content, originally produced video programming and the latest news and updates from established and up-and-coming artists of the Norteño, Banda, Duranguense and Grupero regional music genres. 

Basically, La Banda Ram is the newest installation of the Ram Truck brand’s Hispanic advertising campaign “A Todo, Con Todo,” which translates “to everything, with everything.”

The campaign, which launched in early October, “focuses on the important values of hard work, dedication, and commitment to family and community, and captures the consumer mindset and true essence of Ram,” officials stressed.

The campaign includes television, radio, print, newspaper, and digital media and features bi-lingual Ram Truck owners providing real-life testimonials.
The campaign material — running in the 15 top Latino markets — was produced in both Spanish and English.

At its essence, Ram officials plan to use the Yahoo en Español website to “define and communicate the Ram brand lifestyle, as well as deliver information and messages about its products through a seamless integration into programming that is of interest to Latino music fans.”

But this isn’t the first time the two companies have partnered to deliver a music channel.

Now in its second year, the “Ram Country on Yahoo Music” channel aims to connect the Ram Truck brand with country music fans, just as the new channel is designed to create an association between the nameplate and Mexican regional music.

Commenting on the recent news, Armando Rodriguez, vice president and managing director of Yahoo Latin America and U.S. Hispanic, said,  “La Banda Ram is a great example of how only Yahoo can create a unique and compelling content solution to engage a diverse, multi-cultural audience, all in line with Ram’s brand needs and advertising positioning to Latinos.

“Every month, more than 75 percent of the U.S. Latino population turns to Yahoo; this reach combined with our investment in premium content and our ability to deliver truly personalized experiences makes Yahoo the premier digital media company for the Latino audience,” he added.

 To check out the channel, click here.