Helping Gibson strike a major chord with Latino audiences

The Background

Gibson is the quintessential guitar that artists worldwide have aspired to play ever since the introduction of the Les Paul in 1952. Needless to say, we were totally amped when their Latino marketing group invited us to join the band.

Music plays an integral part in Latino culture and Gibson epitomizes the passion and creativity that defines the art. So, we developed culturally relevant and highly targeted messaging that included trade pubs, social media, retail pop-up shops and event sponsorships such as Guitar Town – an iconic urban arts and music festival in Mexico City that showcased 3-D street sculptures of Gibson guitars.  We also helped Gibson introduce their first-ever Latino artist signature guitar – a 1955 Les Paul reissue endorsed by Mexican superstar Sergio Vallín of Maná.

Those efforts struck a major chord with Latino audiences and the team at Gibson as well, who subsequently added their renowned Epiphone guitars and KRK brand of professional headphones and studio monitors to FPO’s repertoire.

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