Last week, LatinWorks rolled out a Hispanic ad campaign on ESPN during Opening Day 2015 of Sunday Night Baseball. This is the first time the company has targeted Hispanics during this sporting event.

Titled “Aquí,” (rough translation, here and now) the initiative involves 30- and 60-second commercials on ESPN Deportes, said Portada.com. These spots were launched in conjunction with a full digital and social media program. Consumers can post their own “aqui” moments on social media.

"Looking at 2015, we wanted to do more to reach out to Latino fans in places we haven’t been,” said Jacqueline Parkes, chief marketing officer for Major League Baseball. “We are buying media and forming media partnerships to engage Latinos more proactively. We will curate those and share them through a portal we’re building out on MLB.com/Aqui."

LatinWorks will be part of a new communications strategy created by Baseball Commissioner Rob Manfred. Noted Parkes, "This is us saying to Latino consumers, ‘You are here, you are part of the game, and we want you to be here more frequently.’ The campaign celebrates the nuances of the game and the powerful influence that Latino players have."

Baseball is extremely popular among Latinos. More than 20 percent of players come from Spanish-speaking countries, most notably the Dominican Republic. If players of Hispanic heritage are included, the number climbs to 30 percent, said Portada.com. This signifies a need for specialized marketing.

MLB also works with mainstream agency Anomaly. Parkes said both agencies will be involved in what she terms “overall communications architecture.” But LatinWorks will have its own point of view. “The last thing we would want to do is translate a general market campaign. LatinWorks brings its own perspective, expertise and communications strategy, and its creative represents that."

During the pitch, the agency provided MLB with an analysis of Major League Baseball’s current position among Hispanic consumers, along with a list of suggestions for the future. "LatinWorks has been hugely helpful in educating us on what is going on in the marketplace and developing creative that’s authentic,” said Parkes.

LatinWorks’ creative for MLB will include a multi-tier national campaign. There will also be strategic brand activations surrounding MLB Jewel Events including Opening Day, All-Star Game and Hispanic Heritage Month, said Portada.com. The complete marketing initiative will roll out nationally later this month.