SALES LEADS LATAM: Marriott International, Airbnb, P&G, Coca-Cola…
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
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- Marriott International
Arne Sorenson, President and CEO of Marriott International, Inc., announced the signing of four hotels in México. Following an aggressive expansion strategy in one of the region's key markets, Marriott expects to add the new properties to its existing portfolio of 70 hotels. The company operates more than 200 hotels in the Caribbean and Latin American region, spanning 20 brands in 33 countries and territories.Marriott is meeting the growing demand in the full-service segment in Mexico with the signing of The Westin Puebla, set to open in the second half of 2018. The property will join Westin's portfolio of hotels throughout the country, including in Mexico City, Guadalajara and Cancun. Two additional Westin hotels are under construction in Cozumel and Monterrey, expected to open in 2017 and 2018, respectively. Additionally, together with Grupo Diestra, Marriott's largest full-service franchise partner in the Caribbean and Latin America, Marriott prepares to introduce the Renaissance Hotels brand to Mexico with the development of a Renaissance hotel in Cancun, a strategically important market in Mexico.
Important information was provided on P&G's recent financial analyst day in Cincinatti. Juan Fernando Posada, president of the Latin America Selling & Market Operation based in Panama City, said P&G has cut these so-called "non-working media" costs by $100 million in Latin America. The LatAm portion accounts for around 16% of P&G's overall media budget reduction. Latin America sales grew 8% organically last fiscal year and amounts to 8% of P&G's global sales.
The online community marketplace is investing a great deal of money to boost the brand in Mexico. Mexico is the company’s second most important market following Brazil, according to Jordi Torres, Airbnb director for Latin America. Along with Teran, Airbnb's’ agency in Mexico, the company is planning to run a TV campaign and displaying OOH in that country. A new Airbnb Magazine, announced for the U.S market,, might rollout in Mexico though "the magazine is still a very ambiguous project and there is not exact information about its’ release in the Mexican market," sources familiar with the matter told Portada. In addition, On the heels of Airbnb signing its first Caribbean partnership with the Aruba Tourism Authority, Jamaica’s Tourism Ministry is set to sign a major agreement with the online short-term rental business. The market for Airbnb in Jamaica is rapidly growing and is extremely lucrative, according to Airbnb’s executive with responsibility for public policy in Latin America and the Caribbean, Shawn Sullivan.
Coca-Cola will release its’ new Christmas TV ad under the "Taste the Feeling" campaign, which debuted in January.The TV spot, called "A Coke for Christmas," follows a teenager as he surprises people in his neighborhood with free bottles of Coke. The ad ends when he gives his last bottle to Santa Claus. The commercial was created by SRA Rushmore and was designed to run across global markets. On social media, the brand will promote the hashtag "#WeSleigh" in an effort to get teenagers to "showcase the different ways they step it up during the holidays," according to a statement. The polar bears will appear on some packages of Coke, Coke Zero, Diet Coke and Coke LifeCoke this year is also putting its iconic version of Santa Claus on some packaging. Coke's classic version of St. Nick was created in 1931 by artist Haddon Sundblom and Coke has consistently used Santa since then. SMG's MediaVest and MediaCom work on global Coke business, along with Carat/Dentsu.
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Agency Pavlov was in charge of Revlon’s latest spot for the international launch of Be Fabulous, the brand's new exclusive line. The campaign features Oscar winner Halle Berry, one of the brand's official ambassadors. In the TV spot, the actress reveals her secret to be fabulous is Revlon’s new line. The spot will be launched worldwide in different audiovisual platforms, depending on the communication strategy of each country. The campaign is complemented by OOH and press releases.In 2011, MediaCom won Revlon’s global media planning and buying business across all of the company’s brands.
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