Brand Licensing
María Celeste Arrarás
“A household name in the U.S. and in Latin America. A darling of the Spanish language media, which turned her into a cover girl for magazine articles that range from fitness to the super mom syndrome.” The New York Times
MarĂa Celeste
A t a glance
María Celeste
Anchorwoman of the most watched Spanish language daily news magazine in the Americas: Telemundo’s “Al Rojo Vivo con María Celeste”. Seen in 93% of U.S. Hispanic homes. Emmy award winner. Today show guest co-host. Radio personality. Queen of the Internet. Best-selling author. Fashion Icon. Cover Girl. Voted to every Hispanic “who’s who” list: most popular, most beautiful, most respected, most influential. Most recognized and respected Spanish language TV journalist-celebrity.
“Breaking the Sound Barrier” The New York Times
O n Television
María Celeste
“Hispanic TV Queen!” - People en Español
María Celeste is the host and managing editor of “Al Rojo Vivo con María Celeste”, the most talked about program in Hispanic television, produced by Telemundo/NBC. The popular news magazine airs nationwide in the U.S. and in 15 Latin American countries.
“María Celeste is the leading show host for Hispanic television in the U.S!” - Hispanic Image
“One of the most dynamic and well-rounded communicators in the entertainment industry” NY Daily News
Today Show (NBC) Guest Co-host Nightly News with Brian Williams - News Contributor Al RojoVivo Con María Celeste - Host Dateline NBC - Special Assignment Miss Universe Pageant - Judge Breaking new ground for Hispanic journalists on the Today show
Powerful Woman
María Celeste “She’s a star, along the lines of talent like Diane Sawyer and Jane Pauley” said the President of NBC to The New York Times
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Ocean Drive Magazine chose her as one of the “Power Players of 2007.”
Received an EMMY award for her career achievements in 2005.
People en Español named her one of the “The 100 Most Influential Hispanics” in 2007.
She appeared on the cover of Newsweek after being selected as one of the “20 Most Powerful Women” in the U.S. She also appeared on the cover of the magazine’s International edition dedicated to “Women and Leadership”.
María Celeste in New York’s Time Square
B est Selling Author
María Celeste
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Her Best Selling Book “Selena’s Secret”, published in 1997 by Simon and Schuster, sold more copies than any other non-fiction publication in Spanish.
In 2007, Scholastics published “The Magic Cane” a magical fable inspired on the stories that María Celeste tells her own kids! A Hollywood production company has acquired the rights to turn “The Magic Cane” into a feature film.
Coming up in May, 2009 Atria Books, a division of Simon and Schuster, will publish María Celeste’s highly anticipated new book: ”Make Your Life Prime Time”, a guide to be successful in every aspect of life.
As an advocate for children’s literacy, she was chosen to unveil the new Harry Potter book in Spanish during an international media event in New York.
María Celeste
B eyond the news desk
On the Radio Daily capsules airing on ABC Radio Network. “Celebrating the Healthy Life with María Celeste” offer advice for Hispanic families on health and wellness.
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- Airs daily on 65 stations, 6:00am –12:00 midnight. - Hispanic DMA Coverage: 72% (9 of top 10 Hispanic DMA markets).
Ad Campaigns
Got Milk? - Currently in the Spanish language ad with her three children. MCI spokesperson for 3 years. Avon – 1996.
“A Media Dynamo” - ABC Radio Network
O n the Internet
María Celeste She was named “Queen of the Internet’ when her first online chat broke a participation record. Now her fans get up close and personal with María Celeste thru her popular video blog “MC Acceso Total”. In only 6 months her show’s webpage registered a whooping 592% growth!
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as Her TV show’s webpage receives 1,272,260 hits per month!
Electronic Media says María Celeste Arrarás is “the big get” in Spanish language television under the headline “Arrarás turns up the heat at Telemundo.”
María Celeste
C over Girl
C The Hollywood Reporter sees María Celeste as a “crossover Spanish/Anglo star” making an impact in front and behind the scenes.
María Celeste
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C over Girl
In the annual “Hot Celebrity Poll” conducted by People en Español, she was chosen by readers across the nation as the “most popular and credible television personality.” She has been featured in the magazine’s cover more than anyone else...14 times in total!
People named her one of its “Beauties Around the Clock” in the 2006 special edition of “The 100 Most Beautiful People”. She has been selected 6 times as one of People En Español “50 Most Beautiful People”.
F ashion Icon
María Celeste
F Chosen by People En Español as one of “The Year’s Best Dressed”
MarĂa Celeste
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MarĂa Celeste
A t Home
H Her beautiful home in Miami has been featured in Architectural Digest.
MarĂa Celeste
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A t Home
MarĂa Celeste
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S uper Mom
MarĂa Celeste
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S uper Mom
María Celeste Scholarship Fund For the past 10 years, María Celeste has donated all proceeds of her bestselling book, Selena’s Secret to send outstanding low income students to college.
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Organizations and Causes - St. Jude Children’s Research Hospital - Volunteer work at Benefit Galas. - Children’s Charities - Volunteer work for Amigos for Kids, Voices for Children and Children’s Home Society, three organizations that help abused/abandoned children. - Operation Smile Train - An organization that sends US doctors all over the world to operate for free children with cleft palate. - Amor y Vida Orphanage – Honduran orphanage for children who lost their parents to Aids-- many have Aids themselves. - NACOPRW - The National Conference of Puerto Rican Women, which gives scholarships for girls of Puerto Rican descent in the U.S. María Celeste has been a Mistress of Ceremony and a Keynote Speaker at NACOPRW functions as well as a contributor to its scholarship fund. - Autism Speaks - Spokesperson for an organization working to prevent and treat autism. - School Visits - While living in New York, Los Angeles and Miami, she has visited numerous schools in her community to give inspirational chats to children. - Animal shelters - She works with animal shelters such as “Pet Rescue” and “Adopt a Pet”. - Humanitarian outreach - She is currently involved with a project that supplies sporting goods and medicine to the Cuni indian tribe in Panama.
C haritable activities
Popularity & Appeal
María Celeste People en Español focus groups confirm María Celeste’s popularity: “It felt like even though she is such a celebrity, she also has a normal life just like all of us.” Covers on which María Celeste appears consistently perform above average.
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Her appeal spans all groups. Especially noteworthy are: - Female readers, who identify with her as a single working mother. - Mexican readers (demonstrates broad appeal, since María Celeste is from Puerto Rico).
María Celeste is very popular amongst people of Mexican background which represent 64% of the Hispanic population in the U.S. People are interested in her work and family as well as the challenges she faces as a successful Latina. Readers loved reading about a typical day in her life. % “Extremely Interested” 1. Adamari López & Luis Fonsi 2. Ricky Martin
Mexican Buyers
Total Magazine Buyers
Alejandro Fernández
66
53
4. Juanes
Alejandra Guzmán
56
49
5. Rebelde (RBD)
María Celeste Arrarás
55
39
6. María Celeste Arrarás
Ricky Martin
53
51
7. Lucero
Salma Hayek
51
53
8. Myrka Dellanos
Juanes
50
54
9. Alejandro Fernández
Chayanne
46
46
10. Daddy Yankee
Pepe Aguilar
45
51
11. Alejandro Sanz
Adamari López
44
40
12. Penélope Cruz
Luis Miguel
44
39
13. Shakira
Gloria Estefan
44
47
14. Kuno Becker
Shakira
43
46
3. Chayanne
O n Television
María Celeste
Audience – “Al Rojo Vivo con María Celeste” at 5 pm EST and Pacific / 4 pm Central
Ethnicity & Language
Age & Gender 50%
50%
57% 43%
34% 28%
37%
40%
26% 20%
12%
P2-17
P18-34
P35-49
Male
P50+
Female
MEX
NON-MEX
Education & Income 35%
19% 18%
16%
High School
College
Less Than $40k
BIL
SPA-MOSTLY
U.S. Region
65%
59%
SPA-ONLY
$40k-$60k
17%
60k+
PAC
13%
12%
SW
CT
NE
22%
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María Celeste Why a Latina targeted brand? Estimated at 44.3 million in 2006, the U.S. Hispanic population accounts for nearly 15% of the overall U.S. population and is growing 4 times faster.
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- The spending power of Hispanics was 863.1 billion in 2007, exceeding that of African Americans. That amount is expected to be almost $1.2 trillion by 2011, according to UGA’s Selig Center for Economic Growth.
Why María Celeste?
María Celeste embodies the identity and aspirations of the modern Latina. Latina consumers have been shown to be highly responsive to brands represented by respected Hispanic celebrities.
Brand Personality: Feminine, yet confident and bold. Transitions from day to evening to fit the modern woman’s lifestyle. Affordable style. Product Categories:
Sportswear – Dresses, tops, skirts, slacks and jeans, outerwear, intimate apparel. Footwear – Casual and dressy shoes and sandals. Beauty – Cosmetics, fragrance, hair care, skin care. Accessories – Handbags, belts, scarves, gloves, small leather goods, jewelry, hair accessories. Children’s wear and accessories.
T he Brand
MarĂa Celeste
María Celeste
“To be truly successful you need to achieve your goals through hard work, discipline and, more than anything, integrity.You need to be successful as a human being first.” María Celeste Arrarás