A weekly summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now:
Boy Scouts of America is looking to boost Hispanic enrollment, as they see this as key to their growth. It’s current membership of 2.8 million is half its peak level of over 5 million in 1972. The Boy Scouts is introducing pilot programs in six heavily Latino cities, from Fresno, Calif., to Orlando to test ways of introducing Scouting to immigrant parents. The group is also planning radio and television spots, hiring bicultural, Spanish-speaking staffers, partnering with churches that serve Hispanics and shaping programs to fit the family-oriented community.
Royal Caribbean is currently placing banner ads promoting its Caribbean cruises.
Southwest Airlines placing banner ads promoting discount fares.
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