Friday, May 6, 2011

AOL Latino and Ford Announce Relaunch of Tu Voz

The enhanced online community sponsored by Ford Motor Company, elevates and empowers the voice of U.S. Hispanic women with interactive content and resources to drive increased user engagement


NEW YORK, MAY 4, 2011 – For a third consecutive year, AOL Latino and Ford Motor Company have joined forces to empower U.S. Hispanic women via Tu Voz (http://www.tuvozentuvida.com/), AOL's leading online lifestyle destination created by Latinas for Latinas. The site, which now has a refreshed design and enhanced content platform, seeks to continue empowering U.S. Hispanic women with resources and actionable advice to help them better manage and live in a bicultural world.

The revitalized direction and editorial tone for the Ford-sponsored web channel, Tu Voz, establishes the site as the reflection and voice of contemporary U.S. Hispanic women.. With editorial and resources strongly driven and inspired by user-generated content, Tu Voz is centered on the real life challenges, goals, obstacles and opportunities experienced by today’s digitally savvy Latina. Visitors to the site will be encouraged to share their stories of inspiration, perseverance, and hardship to empower other users to shape the online conversation to reflect their day-to-day lives.
“Latinas are strong, expressive women that have a deep, cultural need to connect with their peers. It’s a way for them to assess where they are and what they need in life to move ahead,” said Marcela Sarmiento, assistant programming manager for AOL Latino and editorial director for Tu Voz. “We want to lift and celebrate their aspirations and accomplishments by letting them drive the conversation to inspire others. Tu Voz is the destination where they can do that.”

One of the focal points of the site will be the Mujeres Como Yo section, which will feature blogs of real women excelling in one of the five key content areas of Tu Voz: finance, career and education, health, lifestyle and automotive. Also featured in Mujeres Como Yo will be real life celebrity stories of triumph and courage and a series of video ‘makeover’ stories where the Tu Voz coaches advise readers via personal interactions on how to take actionable next steps to overcome the day-to-day challenges or struggles they are facing in achieving their goals. Mujeres Como Yo uses the collective experiences of the site’s users as shared sources of empowerment.

Tu Voz site enhancements now feature more prominent presence of its lifestyle consejeras (coaches) with twice weekly blogs from each on specific areas of expertise. Leading favorites in the lineup will continue to include: Dr. Aliza Lifshitz, doctor, author, health reporter and editor-in-chief of VidaySalud.com directing Tu Voz’ Bienestar content (health and well being); Mariela Dabbah, author and accomplished speaker, coaching on Exito (success); and Maria Ines Ferre, radio and television personality coaching on Dinero (money and finance).

The Tu Voz team of coaches welcomes two new additions to the lineup. Serving as the new Vive Más (lifestyle) coach is Barbara Palacios, former Miss Universe, motivational coach and author of La Belleza de Saber Vivir. Palacios provides lifestyle coaching tips and tools on living life to the fullest. And in the area of automotive, Tu Voz is also pleased to welcome blogger Johanna Torres, creator of www.miblogazine.com, and former editor-in-chief of Siempre Mujer Magazine as the leading voice of Al Volante (Behind the Steering Wheel).

"There's a gap in the marketplace in reaching Latinas in a meaningful way, and we're happy to be filling that gap," said David Rodriguez, Multicultural Marketing, Ford Motor Company. "Tu Voz provides an empowering platform for Latinas in the U.S. and it also allows us to tell our brand story in a relatable way. And this year, with the addition of Johanna Torres, we're glad to be putting a face to the Al Volante section. Johanna will help bring a real perspective on how autos fit into the lives of Latinas."

To complement the insights of the lifestyles coaches, Tu Voz will extend its network of Latina blogger communities to create a featured presence of bloguera spotlights and themed Twitter parties to impart tips, trends and motivational support to women. Facebook efforts will be integrated into the Tu Voz’ Instant Win Contest which invites users to submit their tips to be featured in real-time on http://www.tuvozentuvida.com/ for an opportunity to win a variety of prizes.

These changes will ensure Tu Voz will stay true to the mission of reflecting the authentic voice of the U.S. Hispanic woman.


About AOL Latino
AOL Latino captures the authentic voices and views of the contemporary US Hispanic community. A leading online destination for U.S. Hispanics, the site provides comprehensive bilingual content including U.S. and Latin American news, the latest in music, entertainment, personal finance, sports, fashion and beauty, as well as access to all the existing content available across the AOL network of sites.


About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 164,000 employees and about 70 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit http://www.ford.com/.

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