SALES LEADS: Volaris, MetLife, MillerCoors…

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

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  • Volaris

Mexican economy airline Volaris announced in May that it would offer new daily nonstop air service from San Antonio to Mexico City starting Sept. 15. The flight was celebrated at Gate A7 with music and food from La Gloria. San Antonio has managed to corner the market on Mexico, with more than double the amount of flight capacity to Mexico than Austin currently offers, and with 1,000 daily seats to Mexico, 600 of those into Mexico City.Mexican carrier Interjet already offers two daily flights on weekdays from San Antonio to Mexico City. Aeromexico offers one daily flight. San Antonio International Airport also offers direct flights to Monterrey and, on a seasonal basis, Cancun. According to Volaris’ Revenue Manager Juliana Ramirez “This is the Hispanic market connecting between Mexico and the U.S., but also we are looking at a lot of leisure and business travelers as well.”Texas represents a key market for Volaris, due to its sizable Hispanic population, and Juliana Ramirez looks for all seats on Volaris flights bound for Mexico and back to be full.Prices, one way, will start at US$99, so the round-trip fare will be around US$200.

  • MetLife

MetLife has appointed GroupM’s MediaCom as its new U.S. media agency following a review that included various agencies. MediaCom sibling MEC (in the process of merging with Maxus and becoming Wavemaker) which the incumbent on the business did not defend. The agency held the U.S. account for about two years. MetLife spent approximately US$57 million on ads in 2016.The account will be handled out of MediaCom's New York office.

 

 

 

 

NEW PORTADA RESEARCH REPORT: "Content Marketing Initiatives targeting Hispanic and Multicultural Audiences". The report is filled with intelligence for brand marketing executives targeting multicultural consumers - the majority of consumers in many major U.S. markets -  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey's, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to "Research Plus Membership" for only US$ 999 and access this report and 9 more!

 

  • MillerCoors

MillerCoors has selected Alma DDB to handle creative duties on Mexican brew Sol, a brand the company is taking over from Heineken, according to Adage. MillerCoors expects to give the brew significant marketing support as the beer brand is MillerCoors’ gateway to the Mexican import category. Earlier this summer, MillerCoors struck a deal to assume distributing, marketing and selling rights on Sol for a 10-year period, effective Oct. 1. Sol's official launch under MillerCoors is planned for March.Heineken, on the contrary, prioritized its two larger Mexican brews, Dos Equis and Tecate. While Sol is the fifth-largest beer brand in Mexico, founded in 1899, it represented less than 1% of Heineken USA's volumes, according to a Evercore ISI. Last February, MillerCoors moved its media buying and planning business from Interpublic to Publicis Groupe.

 

 

  • Havas Media

Havas Media has launched its out-of-home division Adcity in the U.S., following its rollout in Europe, Asia and Latin America.The shop’s U.S. operation will be based in New York and will be aligned with Havas Media here to serve U.S. clients.The Adcity platform integrates consumer socio-demographic, behavioral, mobility and media data to help clients optimize campaigns in near real-time.The firm has also extended its existing strategic alliance with ProjectX, an OOH ad-tech platform focused on buying audiences (not sites), to the Adcity U.S. operation. The two companies have been working together in other regions since 2015.

 

NEW FEATURES TO PORTADA'S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job - Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.


Celeste Martorana @celesmartorana

Celeste joined Portada’s team in 2014. Since then, she has been working as an editor for Portada’s English-language website and compiling information for Portada’s Databases.

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