Discount retailer Wal-Mart Stores, Inc. is targeting Hispanic consumers with two pilot supermarket locations planned to open later this year. According to the Financial Times and Retailer Daily, two former Wal-Mart Neighborhood Market locations will reopen under the Supermercado de Walmart banner.
The pilot stores, one in Phoenix, AZ and one in Houston, TX, will open in Q3 2009 and feature approximately 39,000 square feet of space. The stores will be located in predominantly Hispanic neighborhoods and staff will speak both English and Spanish. Product assortment will be geared toward Hispanic customers, as will signage and store layout. In addition, Wal-Mart subsidiary Sam’s Club plans to open an Hispanic-targeted store called Mas Club in Houston later in 2009.
The opening of new supermarket locations aimed at Spanish-speaking customers fits into Wal-Mart’s overall plans of increasing its penetration into the grocery vertical.
Hotelier Barceló Hotels & Resorts debuts its new marketing initiative targeting U.S. and Canadian tour operators, travel agents and consumers as well as its first loyalty program for North American travel agents.
By launching a North American campaign, Barceló Hotels is focusing on developing brand awareness as well as promoting the company’s 32 all-inclusive properties in Latin America and the Caribbean, the "Say Hello to Barceló" print and online advertising campaign will introduce the North American leisure travel market to five different dimensions of the Barceló brand promise: family fun, vacation value, local culture, romance and relaxation.
Recognizing that the North American market may not be familiar with this European-based brand, Barceló makes its formal introduction with advertisements featuring bold "Hello, my name is…" nametags that have become iconic for first time introductions. Each ad will promote one of Barceló's five brand promises as well as one of its premium branded hotels, such as the Barceló Bávaro Palace Deluxe and the Barceló Maya Palace, two distinctive properties boasting the best locations and all-inclusive amenities in the popular beach destinations of Punta Cana, Dominican Republic, and Riviera Maya, Mexico, respectively.
In tandem with the North American marketing campaign, Barceló has also rolled out its first ever loyalty program for U.S. and Canadian travel agents to easily earn complimentary vacation stays. "In today's uncertain economy, we value our long-standing relationship with the agent community more than ever," said Claudio A. Zboznovits, vice president of sales and marketing in the U.S. and Canada. In addition to its new agent loyalty program, the company will continue to closely align its co-op marketing programs with tour operators that have historically distributed the vast majority of their business through the travel agency business model and will actively participate in funding tour operator travel agent incentives, including an initiative in which three lucky travel agents booking Barceló on new charter flights from Los Angeles or San Francisco will be awarded 100% commission.
Verizon announced it will now provide its Spanish-speaking customers with a Web site that includes all information on their products and services and offers the ability to place orders, register or manage accounts online, and all in the Spanish language. The company’s new Spanish Web site offers new self-service capabilities to improve the customer experience. "We've always had some content in Spanish because we know that some of our customers prefer to learn about our products and services in their native language," said Mark Studness director of e-commerce for Verizon. "Our newly launched Spanish Web site greatly expands our Spanish content and 7 x 24 self-service capabilities to meet the needs of our Spanish-speaking customers," said Studness.
• República – The Nielsen Company
República announced that it has been selected by The Nielsen Company to lead Orlando's brand awareness and community outreach efforts of the multimedia company's television measurement services and technology. República will continue to lead the Miami market's outreach efforts for a second consecutive year. Nielsen launched the Local People Meter (LPM) in the Miami Designated Market Area (DMA) in October 2008 and in the Orlando DMA in January 2009.
“Over the past year, República has shown a clear understanding and enthusiasm for the U.S. Hispanic market,” said Mónica Gil, vice president of public affairs with Nielsen. “The agency will continue to play an essential role in building brand awareness and informing the local communities about Nielsen's technology. We were very pleased with the results we have obtained in Miami, and look forward to the outreach campaign in Orlando.”
• Gamesa-Uno Hispanic Branding
GAMESA®, a division of Frito-Lay Inc., granted UNO Hispanic Branding the opportunity to develop a Lent-driven promotional package and POS offering a value-added and emotional connection between Lent and GAMESA® Saladitas. With Lent/Cuaresma season upon us, many Mexican Catholic consumers turn to a more seafood laden diet. Saltine crackers are a perfect combination and popular choice for traditional dishes and ideal for snacking and dipping.
• Playboy TV
Playboy TV announced a new, integrated marketing campaign to support the channel's upcoming slate of original programming. Introducing the theme "A Better Reality Awaits," the witty campaign parodies the bland and often boring reality shows on other channels and offers viewers an exciting look at the uncensored world of reality television on Playboy TV. The new campaign breaks in April and will reach consumers through cross-channel television ads, radio, print and online. "Mainstream reality TV tries to be sexy but in the end, the best parts are either blurred, bleeped or blocked," said Gary Rosenson, Senior Vice President, Sales & Marketing, Playboy TV. "This campaign has a little fun at their expense by juxtaposing Playboy TV's sexy and uncensored reality series with the often frustrating experience of most reality TV." The new campaign was created by zig, an ideas company within the MDC Partners network with offices in Chicago and Toronto. It will run nationally on select primetime and lifestyle shows that reach the Playboy TV audience. An accompanying print and online campaign will reinforce the "A Better Reality Awaits" message.
Amtrak is running an online and print campaign created by Images USA, for Acela Express targeting African American and Hispanic consumers. For the general market, Amtrak is launching a branding campaign on spot TV. Scheduled to air through April, the spot is scheduled to air on network TV-affiliated stations in New York, Washington, D.C., Chicago, San Francisco and Seattle.
HP announced new and updated programs designed to help Spanish-speaking consumers get answers to questions quickly and effectively online. A new Spanish language peer-to-peer online support forum allows members to connect with one another to exchange insights and tips and to get answers to each other’s questions regarding their HP consumer products. The updated HP Customer Care website makes it easier for more than 20 million monthly visitors to find the information they need to solve issues.
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