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What: The internet offers seemingly infinite ways for consumers to research products and services before making a purchase. Aeromexico and Palace Resorts explain how they leverage key benefits of marketing automation to start a conversation and turn consumers’ digital research into online and offline sales.
Why it matters: No matter how much technology brands throw at marketing, excellent content, and the human factor count for a lot, especially when consumers are purchasing an experience and not just on price.

Consumers’ Digital Research Speaks Volumes

Palace Resorts is not just any resort. Its 10 oceanfront properties spread across Jamaica and Mexico on the Caribbean and the Pacific offer an all-inclusive vacation of a lifetime. That’s why consumers looking for an exceptional experience do a lot of digital research before making their purchases.

“We’re not a commodity you buy on a budget. So we talk a lot about our destinations,” Gerardo Garcia, Palace Resorts’ Vice President of Sales and Marketing in the USA, told Portada during a sit-down interview at Portada Miami. “We try to bring the customer into a conversation.”

Our core business is to run successful hotels, so we have to find the right people on the technology side.

Potential guests often visit 20 websites before booking. So, Palace Resorts has to be sure it has excellent content at each of those touch points so as to engage consumers and promote the brand. “People dedicate a lot of time to their process of buying a vacation. Their digital research process creates that inspirational moment,” Garcia told Portada.

Key Benefits of Marketing Automation: Balancing the Human Factor With Technology

Palace Resorts loves it when customers buy online, but a large percentage of its guests have lots of questions before booking. Thus, having a call center and live chat are key tools in the purchasing process.

Garcia’s marketing team includes 15 people dedicated solely to responding 24/7 to customers’ questions posted on social media or at Trip Advisor. “The more I learn about technology, the more I value the human factor,” Garcia said.

Gerardo Garcia (left) at Portada’s Travel Marketing Board’s Portada Miami Meeting

Working with third-party vendors is a critical part of Palace Resorts’ marketing strategy. Allowing vendors to manage technologyallows us to focus on our marketing strategies and find the right channel to launch that campaign. Our core business is to run successful hotels, so we have to find the right people on the technology side. Otherwise it becomes overwhelming,” Garcia explained.

Automated behavioral email is also one of the most important channels for communicating with existing customers. In addition to its CRM software tool Clever, Palace Resorts uses HubSpot to send emails based upon customers’ preferences.

 

 

A First for Aeromexico

Aeromexico is the first brand in Latin America to create a chatbot to respond to customers’ questions on WhatsApp. According to the airline’s Paola Camacho Stern, senior specialist co-brand partnerships, other brands are taking notice.

If customers don’t get the answers they need, the chatbot transfers them to Aeromexico’s call center. Ppersonnel there has actually been reduced thanks to the assistance of the chatbot.

In spite of the technology, the human factor remains a critical component for ticket sales since Aeromexico prides itself on the superior experience it provides travelers both in the air and on the ground.

We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them.

“We have a lot of people that want to talk to a human being. What we are looking for is a balance. I don’t think the call center is going to disappear, but our digital will grow more until it finds a balance,” Stern said.

 

 

Communicating the Experience with Content

 

Aeromexico relies heavily on social media to communicate its brand and the airline’s experience. “We have very strong social media channels, a lot of followers. We are focusing on making people feel like we’re not just an airline but the best company to take them from one place to another,” Stern explained.

Paola Camacho Stern at Portada’s Travel Marketing Board’s Portada Miami Meeting

The airline buys paid advertising, and uploads videos on Facebook which is its “strongest” social media channel.

Traditional media, too, plays an especially important role in Latin America. It includes the use of radio, outdoor advertising print, the airline’s inflight magazine as well as advertising before feature films in cinemas.

Key benefits of marketing automation include email, and Aeromexico uses it to launch campaigns and promotions and tell customers about new routes. It does extensive a/b testing to find the best messaging. Aeromexico also segments its databases to personalize offers.

“We are using both traditional and online channels. Whenever I do a campaign, I try to do both of them. Traditional channels are more expensive. You need to find a mix. You can’t put everything in digital.”

 

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

For prior Sales Leads LatAm editions, click here. 

  • Grupo Aeromexico

Grupo Aeromexico announced offer to acquire Aimia‘s stake in PLMPLM Premier, formerly known as Premier Loyalty and Marketing , owns and operates Club Premier, a coalition loyalty frequent flyer program. As a current shareholder of 51.145% of PLM Premier, Grupo Aeromexico has made a non-binding proposal for the acquisition of the shares currently held by Aimia Inc (“Aimia”), representing 48.855% on a fully diluted basis, for an amount of US$180 million US dollars. Aeromexico has informed Aimia that the current contract between PLM and Grupo Aeromexico, that establishes the basis of operation for the loyalty program Club Premier, will not be extended beyond its current expiration date. Given the long-term intention of Aeromexico to take full control of its loyalty program, Aeromexico does not consider an IPO of PLM as an acceptable option. For this reason it is Aeromexico’s view that the best long term solution for all stakeholders is for Aeromexico to acquire the equity stake currently held by Aimia. The proposed transaction offer is valid until midnight of August 3, 2018. Didier Stahl, VP of Strategic Partnerships and Loyalty, Aeroméxico is a member of Portada´s Travel Marketing Board.

 

 

  • Saba

Saba, Mexican leading feminine protection and daily intimate care brand, and its agency Circus present “Tampon Mode”, a new digital campaign that continues the brand’s commitment with young women’s intimate care education and the knocking down of taboos.This is Saba’s third campaign in its efforts to overcome current barriers regarding the use of tampon and to position the product as an ally to continue with your routine during your period.”The work we do with Circus on digital platforms allows us to reach a larger audience of current and potential users, in a realistic, fun and simple way, ” said Carlos Luna, Brand Manager at Saba. Saba® is one of the leading brand of feminine protection products and daily intimate care in Mexico and Central Americas, offering them a broad portfolio of products of the highest quality. Bruno Lambertini, CEO of Circus Marketing, is a member of Portada´s Council of the Americas.

 

 

  • Vero Water®

Vero Water®, a leading provider of luxury still and sparkling water to the hospitality industry, announced its rapid expansion in the Caribbean and Latin America in partnership with OneLink Global, a world-class distribution and service partner with unique experience and insight in the region. OneLink is committed to providing sustainable solutions to the hospitality industry. The exclusive distribution agreement expands Vero’s global footprint into regions where hotel and resorts dominate the landscape and are seeking an eco-friendly alternative to traditional bottled water. Through the OneLink partnership, Vero Water has rapidly expanded in the region, establishing a presence in many of the leading hotel and resort operators such as Iberostar Hotels & Resorts who have made a corporate strategic commitment to “go green”, incorporating Vero Water into the total guest experience.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • JetBlue

JetBlue announced the addition of two new routes to feature the airline’s popular premium service with lie-flat seating. Later this year, JetBlue will begin operating seasonal Saturday Mint service between New York’s John F. Kennedy International Airport (JFK) and Liberia, Costa Rica’s Daniel Oduber Quirós International Airport (LIR), and between Boston Logan International Airport (BOS) and St. Lucia’s Hewanorra International Airport (UVF). Liberia becomes JetBlue’s first Mint city in Latin America and JetBlue will be the only airline to operate regularly scheduled flights with a lie-flat premium seat between Costa Rica and the U.S. With the addition of Liberia, JetBlue will now serve 12 cities with Mint flights from its New York-JFK focus city. In Boston, where JetBlue is the top airline in both number of flights and number of customers, new St. Lucia Mint service will bring Mint to nine routes from Logan. No other airline in Boston offers a premium lie-flat seat on as many routes.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

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

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Boeing 

Boeing is expanding its commercial services capability in Latin America with new customer orders from GOL Airlines to use Boeing’s Airplane Health Management for its 737 MAX fleet and from Aeromexico to use Boeing’s landing gear exchange program for its 787 fleet. These announcements demonstrate the tremendous potential for services growth in this rapidly expanding region.According to Boeing’s 2017 Services Market Outlook, the Latin American commercial aviation services market is currently growing at five percent per year. Boeing expects the total aviation support and services market in the region to be worth US$530 billion by 2036.GOL Linhas Aereas S.A., Brazil’s largest domestic carrier, signed an agreement adding Airplane Health Management to its 737 MAX fleet. Aeromexico, the largest airline in Mexico, operates one of the most technologically-advanced fleets in the region and is a leading regional operator of the 787 Dreamliner.

 

 

  • LATAM Airlines

South American LATAM Airlines is scheduled to begin direct flights from Tel Aviv to São Paulo, Brazil, in December.LATAM will become the only airlines to operate direct flights between Israel and South America, with a flight taking off from Santiago, Chile, before making a stopover in São Paulo before flying direct to Tel Aviv.The first flight will depart on December 12, with three flights each week from Santiago via São Paulo to Tel Aviv on Mondays, Wednesdays and Saturdays.Flights from Israel to São Paolo – and from there to Santiago – will depart from Ben-Gurion Airport on Sundays, Tuesdays and Thursdays. The flight duration will be around 11 hours. LATAM was founded in 2012 as part of the Oneworld airlines alliance that includes British Airways. The company plans on tapping into its network to offer connecting flights throughout Latin America.The carrier was formed from a merger between the Chilean LAN Airlines and the Brazilian TAM. It operates in Argentina, Brazil, Chile, Colombia, Ecuador, Paraguay and Peru. In 2016, Qatar Airways purchased a 10% stake in LATAM.

 

 

  • Didi Chuxing

Chinese ride-hailing company Didi Chuxing has publicly launched in Mexico with a website advertising its service to drivers and passengers, setting the stage for a potentially expensive showdown with rival Uber.A spokesman for Didi Chuxing Technology Co told Reuters that the company will launch first in Toluca, an urban hub located around 60 kilometers (37 miles) from the country’s capital. Didi has an operations hub in the trendy Juarez neighborhood in Mexico City.Didi settled on Toluca, the capital of the central state of Mexico, because it is a “robust regional commercial and cultural” center, said the spokesman, who declined to be named. Its priority will be to learn from local communities about their transportation needs, the spokesman said.The app will go live later this month, according to a source familiar with the plans.Didi is working to quickly recruit drivers with the promise of higher earnings than competitors are offering. The new Didi website says the company will take no cut of fares until June 17, and is offering bonuses to drivers who recruit other drivers and passengers, a common tactic for ride-hailing companies vying to gain market share.Uber is the ride-hailing leader in Mexico, where it has seven million users in more than three dozen cities. Uber held 87 percent of the market in Mexico in August, its highest share in Latin America, according to Dalia Research, a Berlin-based consumer research firm.

 

 

  • Suzuki

Trade, the media agency led by Marcelo Arroniz, has been chosen by Suzuki to plan and implement its media campaigns. Trade will begin working in the communication of Suzuki Vitara and the New Baleno. Trade Media Group portfolio of clients also includes brands such as Subaru, Markova, Gnvgroup and Addnice.

 

 

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Meliá Hotels International

Leading Spanish hotel group, Meliá Hotels International, has announced its latest addition in Mexico with the launch of Paradisus Playa Mujeres in Q1 2019. The luxury hotel will be Mexico’s fifth Paradisus branded property.Nestled just off the coast of Cancun, Playa Mujeres is the new popular destination for travelers and locals alike. Located 35 minutes from Cancun International Airport and 10 minutes from downtown, Paradisus Playa Mujeres is situated on the seafront, offering a tranquil and relaxing setting. It is within close proximity of Isla Mujeres, with thriving bars, restaurants and shops, as well as a golf course, designed by Australian professional golfer, Greg Norman. For guests looking to discover the area further, Paradisus Playa Mujeres will provide access to a private marina, where they can sail the Caribbean Sea and take in the breath-taking viewsParadisus Playa Mujeres will join other key properties in Mexico, including Paradisus Los Cabos, Paradisus Cancun, Paradisus La Esmeralda, and Paradisus Playa del Carmen La Perla (adults only). For more information, please visit: www.paradisus.com.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.

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

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Converse

Nike-owned Converse, a skating shoes and lifestyle brand footwear best known for its’ Chuck Taylor sneakers, has kicked off a global media buying and planning review, according to AgencySpy. Converse is said to be looking to consolidate the entirety of that business with a single agency network.Back in 2015, Omnicom snatched Converse account away from Mediavest.

 

 

 

  • Wolf brand

Luxury brands agency HERA LATAM is to represent jewellery accessories label WOLF in Mexico and Central and South American territories.According to the company, HERA LATAM’s expertise is based on strong experience in export sales across Latin American domestic and travel retail markets. HERA LATAM focuses on a small portfolio of brands including Montegrappa, Von Arkel Switzerland and Cuervo y Sobrinoas.

 

 

 

  • Boeing & Aeromexico

Boeing and Aeromexico celebrated the delivery of the first of up to 90 737 MAX airplanes. Mexico’s global airline plans to use the more fuel-efficient and longer-range MAX jets to expand its network across the Americas.In 2012 Aeromexico placed an order for up to 90 MAX airplanes, including the MAX 8 and the larger MAX 9 variant. The two models offer the airline the flexibility to fly between approximately 160 and 190 passengers on flights of about 3,550 nautical miles (6,570 kilometers), both with better operating costs and passenger experience.Aeromexico, the largest airline in Mexico, operates one of the most technologically-advanced fleets in the region. It is a leading operator of the 787 Dreamliner.The 737 MAX is the fastest-selling airplane in Boeing history, accumulating more than 4,300 orders from 93 customers worldwide.

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Hyatt

Hyatt Hotels Corporation announced the expansion of its loyalty program, World of Hyatt, to the leading provider of home service accommodation, known as Oasis. Guests opting for the home sharing space with Oasis can earn and redeem Hyatt’s loyalty points. Oasis’s operations across the globe expand Hyatt’s footprint in untapped markets like Barcelona, Ibiza, Punta del Este (Uruguay) and Trancoso (Brazil). The above move, thus, underscores Hyatt’s relentless expansion strategies to strengthen its brand position globally. It also indicates the company’s commitment toward devising ways to enhance guest experience and raise occupancy. Under the World of Hyatt loyalty program, members would be rewarded with 5 Base Points per dollar spent on Oasis nights and are allowedto redeem 15,000 points for a $200 credit toward an Oasis stay. Elite members can earn bonus points and are given late check-out options.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.

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

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Unilever

Consumer goods giant Unilever has consolidated media and global communications planning with Mindshare Media Agency, according to reports.The move is said to facilitate Unilever’s aim to unify the number of global agencies it works with. Indeed, the personal care giant already employs Mindshare to handle much of its global media-buying activity.WPP-owned Mindshare is said to have been awarded the account from Omnicom’s PHD, which incidentally took over the account from Mindshare in 2012.Operations will take place from the Mindshare London office.

 

  • Aeromexico

Aeromexico, Mexico’s global airline, along with its partner Delta Air Lines, announced the launch of a new route between Portland, Oregon, and Mexico City beginning on December 1, 2017.Portland is one of the fastest growing tech and innovation hubs in the United States, and it is recognized as a major center for entrepreneurship and business development that could attract new investment opportunities with this route.Service on the route is provided with Boeing 737-800 aircraft featuring 160 passenger seas.Thus, Aeromexico and Delta Air Lines restate their commitment to offering high-quality service to more destinations in Mexico and the United States.

 

 

 

  • Conrad Hotels 

Conrad Hotels & Resorts has announced the opening of Conrad Cartagena, the brand’s first hotel in Colombia and third in Latin America.In early 2018, the property will also unveil an additional 159 rooms.Conveniently located 20 minutes from the Rafael Nunez International Airport, Conrad Cartagena offers more than 24,000-square-feet of flexible event space, including a 9,000-square-foot Grand Ballroom and five 500-square-foot meetings rooms.Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, including 14 properties in Colombia.The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including more than ten projects in Colombia.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

 

 

  • WAVEMAKER

Wavemaker, GroupM’s new media agency created from MEC and Maxus merger, disembarks in Argentina. Led by Daniel Coscia, the agency will have Toyota, Musimundo, Colgate Palmolive and Prisma amongst its’ clients. The agency will operate from MEC’s former offices in the neighborhood of Belgrano, in Buenos Aires. Wavemaker has offices in 90 countries and more than 8,500 employees. L Oréal, Vodafone, Marriott and Netflix are among its main global clients.

 

 

 

  • Hilton

Hilton announced plans to welcome the luxury Waldorf Astoria Cancun and the all-inclusive Hilton Cancun resort to the global hospitality company’s growing portfolio in Mexico. Developed by Parks Hospitality and set to open in 2021, the neighboring properties will feature distinct characteristics and amenities across 100 acres of Caribbean beachfront. Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, including more than 50 in Mexico. The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including nearly 30 projects in Mexico. This year, Hilton has opened seven hotels across four brands in the country, including the in-market debut of the Conrad Hotels & Resorts brand in San Luis Potosi.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.

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

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Delta

descarga-6 lmvooex5_400x400Delta Air Lines intends to acquire up to an additional 32 percent of the outstanding capital stock of Grupo Aeroméxico S.A.B. de C.V. through a cash tender offer for MXPUS$43.59 per share. This investment will strengthen the airlines’ partnership, provide more travel options for customers in the U.S. and Mexico and deliver the industry’s best customer experience.Currently, Delta owns approximately 4.1 percent of the shares of Grupo Aeroméxico and holds an option to acquire an additional 8.1 percent. Separately, the Delta pension trust holds options to acquire approximately 4.6 percent of Grupo Aeroméxico. Following completion of the tender offer, Delta and the Delta pension trust collectively would own and/or have options to acquire up to a total of 49 percent of the outstanding shares of Grupo Aeroméxico.

 

 

  • Tang

images-2Ogilvy & Mather Argentina has released juice brand Tang latest campaign “Tenemos que hablar” (“We need to talk”) which seeks to give a slight attention to parents through two new spots, “Beso” & “Auriculares” (“Kiss” and “Headphones.”) The campaign is the first of the brand’s new communication strategy. Starcom Mediavest Argentina is the Tang’s  media agency.

 

 

 

  • Long Island Iced Tea Corp.

descarga-7Long Island Iced Tea Corp. is continuing its’ LatAm expansion with a new partnership to distribute its beverages in Colombia through Diviza S.A. (“Diviza”).This is the company’s first partnership in South America and continues the international expansion of the flagship Long Island Iced Tea® brand as well as the recently acquired ALO Juice® brand. Diviza S.A. distribution covers approximately 40% of Colombia.

 

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Points /Copa Airlines

0edvu285_400x400 onknefyb_400x400Points, leader in powering loyalty commerce, announced a partnership with Copa Airlines to enable ConnectMiles program members to buy, gift or transfer their reward miles. The partnership supports Points’ expansion into the Central American market and allows Copa Airlines to better engage their ConnectMiles members.By leveraging Points’ Loyalty Commerce Platform, Copa Airlines can better engage with their loyalty members by providing opportunities for them to earn and then use their reward miles more quickly.

 

 

  • BODOG

descarga-9Betting Partners, the affiliate marketing partner of Bodog and its related family of online brands, announced today that Bodog will soon feature a Latin American presence, with the Bodog brand soon to become available to online gamblers in 16 different Central America and South America nations.The move marks a sharp reversal from the slowly dwindling lineup of countries where Bodog has offered its services in recent years.  Prior to the upcoming expansion, which goes into effect on February 15th, Bodog-related sites have only been available in four countries — the United States, Canada, China, and Vietnam.Bovada Sports and Casino’s entry into Mexico means that that country will join the United States as the only two nations serviced by that brand.  Mexicans already have access to the online poker services at Ignition Casino, should they so desire, along with literally hundreds of global brands.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.

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.

SPECIAL 50% OFF HOLIDAY OFFER for the subscription to Portada Interactive Database of Marketers targeting LatAm consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

Click here for previous Latam Sales Leads editions

  • Aeromexico

Aeromexico, Mexico’s global airline, announced the beginning of a new service on June 1st, 2017 from Mexico City to Calgary, the largest city in the Canadian province of Alberta.With this new flight, Calgary becomes the fourth destination Aeromexico serves in Canada, and its 19th destination in North America.Tourism from Mexico to Canada has grown 65.4% over the last six years, and this figure is expected to grow even more after Canada recently lifted the visa requirement on Mexico.Aeromexico’s new service offers Calgary customers connect to beaches in Mexico, such as Cancun, Puerto Vallarta, Cozumel, Huatulco, Los Cabos and Ixtapa, business cities such as Guadalajara, Monterrey, Mérida, León and Aguascalientes, Mexican Gulf cities such as Villahermosa, Veracruz, Ciudad del Carmen and Tampico, and countries in Central and South America such as Guatemala, Costa Rica, Peru, Colombia.

  • PayU

descargaOnline payment platform PayU has selected agency Trade’s media center to develop its’ new branding, planning, research, media buying and innovation strategies. PayU is currently present in 16 markets in Asia, Central and Eastern Europe, Latin America, the Middle East and Africa. The brand entered the  Latin America market through Pagosonline and DineroMail, both companies with more than 10 years of experience in the eCommerce industry. Fernando de la Torre, new business manager of Trade Argentina, will head the team in charge of the account.

 

  • Johnnie Walker 

bbbDiageo has unveiled a series of limited edition bottle designs for its Johnnie Walker brand, created in collaboration between master blender Jim Beveridge and Polish artist Pawel Nolbert.Launched to capture the festive gifting market, the colourful designs feature on special editions of Johnnie Walker Red Label and Johnnie Walker Platinum Label.The limited editions are being rolled out across 50 markets worldwide – including Europe, Latin America, Asia, Middle East and Africa – at an RRP of US$25.00 for Red Label and US$110.00 for Platinum Label.

Find out who are the brand and agency executives behind these campaigns/moves. Plus detailed contact information on more than 1,500 Corporate Marketers and Agency Executives targeting Latin American consumers.GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com

 

 

  • Lexus

descarga-2Lexus has seen sales in the Latin America region rise by 32 percent so far this year. It has been the fastest-growing region for the brand globally over the last two years.Lexus has a single dealership in major cities of Brazil, Chile, Peru, Bolivia and Costa Rica. Temporary stores in Panama and the Dominican Republic will move into proper showrooms by mid-2017.Brazil is by far the region’s biggest economy, which doesn’t include Mexico because it’s part of North America. In 2017, Lexus plans to add a smattering of new dealerships across the region to take advantage of the improving economic climate and the strength of the luxury segment in particular. Peru just opened a second location, and Chile is looking at a second store as well. Argentina, another top economy in the region, recently removed a high luxury tax. That has Lexus looking at a possible launch there.

 

  • Andaz

nnHyatt Hotels Corporation has opened the Andaz Mayakoba Resort Riviera Maya, marking the first Mexico property for the lifestyle brand. The resort features six miles of freshwater canals surrounded by mangroves, lagoons, flora and fauna as well as tropical birds.The 214 open layout guestrooms and suites overlook lagoons, mangrove and resort gardens, the golf course or the Caribbean coastline.

 

  • The Trump Organization

descarga-1The Trump Organization, owned by American president-elect Donald Trump, will remove its brand name from the only luxury hotel in South America that carried it, the Trump Hotel in Rio de Janeiro. The company said on Wednesday that the decision was due to delays in construction. The project costed 333 million reales (US$90 million.)The Trump Hotel, built in Barra de Tijuca, is the property of LSH Barra Empresas Inmobiliarias S.A, a company that is currently under federal investigation. The partnership between the American company and LSH Barra was dissolved by mutual agreement.

To get detailed contact information about the decision makers behind these campaigns and access an interactive database of more than 2,500 marketers targeting LatAm consumers, take advantage of the SPECIAL 50% OFF HOLIDAY OFFER. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
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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.

SPECIAL 50% OFF HOLIDAY OFFER for the subscription to Portada Interactive Database of Marketers targeting LatAm consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

Click here for previous Latam Sales Leads editions

  • Anheuser-Busch InBev

mmlsf1g__400x400Brewer company Anheuser-Busch InBev is said to be considering reviewing its global ad buying business, following its recent takeover of rival SABMiller, Mediapost reports.The company will hire a consulting firm to review existing practices, according to The Wall Street Journal.The company currently works with several ad buying firms including WPP, Publicis Groupe, Dentsu and Interpublic.The review is expected to be conducted in the second quarter of 2017 and cover North America, Europe, APAC, LATAM and Africa amongst other markets.

 

 

  • Aeromexico

descargaAeromexico, Mexico’s Global Airline, announced the launch of Aerobot, a chatbot (automated system which engages in conversation with a user) for Facebook Messenger which lets customers search for flight and other information. Aeromexico is the first airline in the Americas to offer a chatbot, which is available in Spanish and English.Travelers can use Aerobot to search for Aeromexico and partner flights, entering information (origin/destination and dates) to obtain flight schedules and pricing. To complete the transaction, users are linked to Aeromexico’s new mobile-friendly website. (Version in English for the U.S. market: http://m.me/AeromexicoNA)Aeroméxico, recently launched its new digital ecosystem including an all-new website, new check-in kiosks at airports, and soon, a new mobile app, which all together will offer an omnichannel experience to making traveling easier.

  • Hertz/Localiza

descarga-12Hertz Global Holdings, Inc.  has reached a long-term agreement with Localiza, South America’s largest rental car company and the market leader in Brazil, to form a strategic partnership encompassing co-branding in Brazil and use of the Localiza brand in other select markets, customer referrals and the exchange of technology and information.  As part of the agreement, which is subject to approval by the Brazilian antitrust authority (Administrative Council for Economic Defense or CADE), Localiza will purchase the Hertz operation in Brazil.Under the agreement, Localiza customers traveling outside of South America will be referred to Hertz reservation channels. Hertz customers traveling to Brazil will be referred to Localiza, with “Localiza Hertz” branding in many locations, providing them access to a broader network of locations and a larger vehicle fleet than currently offered by Hertz Brazil.The purchase price for the Hertz Brazil operation, which includes both rental car and vehicle leasing, is expected to be R$337 million. Both companies will continue to operate independently until the agreement receives anti-trust approval.

  • Hyatt Regency

descarga-13Hyatt Hotels Corporation has confirmed the opening of Hyatt Regency Cartagena, the first Hyatt-branded hotel in Colombia.The opening of Hyatt Regency Cartagena represents Hyatt’s on-going commitment to developing global brand footprint in key gateway markets, many of which are located in the thriving Latin American region. Located in the Boca grande district, Hyatt Regency Cartagena is designed around one objective: to connect today’s travellers to who and what matters most to them.

Find out who are the brand and agency executives behind these campaigns/moves. Plus detailed contact information on more than 1,500 Corporate Marketers and Agency Executives targeting Latin American consumers.GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com

  • LATAM Airlines 

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • AT&T

descargaAT&T has consolidated its creative, digital and media accounts with Omnicom.”We have selected Omnicom via its BBDO and Hearts & Science units to be AT&T’s integrated creative and media agency,” said Lori Lee, senior executive VP and global marketing officer at AT&T  in a statement. MEC is the incumbent for the media account. Multicultural creative has not been affected by the review and continues to be handled by several agencies. Media buying for Cricket, AT&T’s smaller wireless brand, will move to Hearts & Science from MEC. AT&T is the second largest advertiser in the U.S. after Procter & Gamble. In 2015, the carrier spent a total of $3.87 billion on both measured and unmeasured media, according to Kantar Media.

  • Jaguar Land Rover (PR, Sponsorships, Influencers)

descarga (1)Jaguar Land Rover has appointed Havas Formula as its automotive and lifestyle PR agency of record in the U.S., following a competitive review. In addition to media outreach and sponsorship support, Havas Formula will engage relevant influencers.

;

  • AARP

descarga (3)AARP has taken a new approach to increase brand awareness among Hispanics with the launch of its new, multi-generational Spanish-language brand campaign, “Dedicarte a ti es hacer más por tu familia” (Doing more for yourself helps you do more for your family). AARP bets on original in-language and in-culture creative, at a time where much of Hispanic/Latino advertising is an adaptation of total market campaigns.  The creative uses the voices not only of the Hispanic 50+, but of the people they care about the most to remind them that it’s their time to celebrate life – a life that can be enjoyed through “Salud, Dinero y Amor” (a popular Hispanic saying tied to the cultural concept of a complete, happy life).“Dedicarte a ti” is a 360® multi-channel campaign created by d expósito & Partners, scheduled to run in traditional and digital media through October 31, 2016.Below one of two 30 second campaign TV spots.AARP’s new Hispanic market strategy also includes the change of its existing tagline “Posibilidades a tu alcance”, an adaptation of the total market tagline “Real Possibilities”, to “Juntos es Posible” (Together it is possible). The refreshed approach aims to further build relevance with Hispanics who traditionally feel a strong sense of community and, therefore will be able to illustrate how with AARP’s offerings they can achieve more than if doing the same alone. AARP media agency is Mediacom.

  • sociedAd

unnamedAdvertising veterans Jorge Moya, Carla Trum Mercado and Federico Mejer have founded sociedAD, a new cross-disciplinary agency that offers full-service advertising and public relations capabilities aimed at Hispanic consumers. Clients Include HBO Latino, ITT Technical Institute and MilkPEP. sociedAD is a partnership with Campbell Ewald. sociedAD has dedicated staff of more than 20 Hispanic advertising and PR specialists, including account, strategic planning, media, creative, digital and social media professionals, in New York and Miami, with plans to expand in Detroit and Los Angeles.

  • AT&T/ Red Bull

descarga (2)AT&T will launch “Full Speed,” the fourth installment of AT&T’s “Power of &” campaign to highlight its relationship with the Red Bull Racing Formula One team, according to Mediapost.The 30-second ad highlights how AT&T’s network helps Red Bull Racing transfer data from their race locations around the world back to the AT&T Operations Room in near-real time. The ad was created by BBDO and will air until Sept. 11. In addition to the TV spot, the campaign will also be promoted across AT&T’s digital and social channels. AT&T provides Red Bull Racing with global network and connectivity services.AT&T began working with Red Bull Racing in 2012.

  • Aeromexico

Aeromexico, Mexico’s global airline, has announced the expansion of its service to the south central United States from Mexico City with the addition of Austin to its route network on November 17, 2016, making this its fourth destination in the state of Texas.Austin is the fourth destination Aeromexico serves in the State of Texas, in addition to Dallas/Fort Worth, Houston, and San Antonio. Many large companies are based in Austin, and the capital city is among the major U.S. metropolises experiencing the most significant growth.The addition of this new destination increases Aeromexico’s extensive global route network to meet its domestic and international customers’ growing demand for both business and leisure travel from Mexico and Latin America to the United States.

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Join us at PORTADA Mexico!

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

  • KAYAK

Ai5sX59q_400x400LINKS Worldgroup – a full-service marketing communications agency with focus in Latin America  – has announced that it has been named the public relations agency for KAYAK, a travel search engine that offers users the information they need to make the best decisions in travel, following a competitive review. LINKS will represent KAYAK’s public relations efforts in Mexico, Chile, Colombia and Peru including strategy development, content marketing, crisis management and media relations.LINKS Worldgroup has extensive experience in managing communications and marketing for top brands within the hospitality, tourism, lifestyle and luxury sectors, such as Marriott International brands (JW Marriott, Marriott Hotels, Autograph Collection, Renaissance Hotels, AC Hotels by Marriott); Tourism New Zealand; Cayman Islands Department of Tourism; HighGate Hotels’ luxury/lifestyle portfolio (ROW NYC, The Quin, WestHouse Hotel New York, and The Knickerbocker) JetBlue; Sáfilo Group; among others. The addition of KAYAK to LINKS’ portfolio complements the clientele in these sectors.

  • Starwood

LsrDZv9R_400x400Starwood Hotels & Resorts became the first U.S. hotel company to sign a deal with Cuba since the 1959 revolution, announcing a multimillion-dollar investment. The company just announced a takeover deal by Marriott, worth US$13.6 billion.Starwood will manage and market two properties in Havana and signed a letter of intent to operate a third.Starwood will operate the military-owned Gaviota 5th Avenue Hotel under its Four Points Sheraton brand, and the state-owned Gran Caribe Inglaterra Hotel under its Luxury Collection brand.Starwood was the subject of a takeover battle, and on Monday announced it had accepted a bid from Marriott.

  • Aeromexico

NMZvH2-T_400x400Aeromexico is revamping its brand, beginning with a new advertising campaign that invites current and potential customers to break the existing myths and preconceived notions, and encourages them to discover new destinations by enjoying a one-of-a-kind flying experience.The campaign states that Aeromexico is undergoing a comprehensive renovation plan focused on innovation. The campaign consists of a series of vignettes that entertain traditional myths about destinations, cultures, and services that Aeromexico invites people to break. The campaign premiered this week on television, radio, print, and billboards, and will gradually include different types of ads and graphic materials. Ogilvy & Mather Mexico produced the campaign.Aeromexico operates over 600 daily flights, connecting more than 45,000 passengers through its expanded route network including 46 domestic and 39 international destinations in Asia, Canada, Europe, Latin America, and the United States.

https://youtu.be/Za8JyKxnQ3M

  • Western Union

BzSaYQEC_400x400Global payments services Western Union has announced that it will launch remittance services from across the world into Cuba following U.S. regulatory and policy changes that allow Cubans and non-Cubans to send remittances via Western Union to this island nation. For the first time, Cubans and other citizens worldwide will join their U.S. counterparts to send remittances into Cuba within minutes* using Western Union’s cross-border payments platform. The Company expects to activate services in a phased approach by end of second quarter 2016.

 

  • Dentsu Aegis Network / Flock

1GIjvqfm_400x400Tokyo-based holding company Dentsu Aegis has closed three major agency deals, one of those to acquire mexican agency Flock Advertising México, S de RL de CV.Post-acquisition, Flock will be incorporated into Isobar.Flock ranks among the region’s top interactive shops, with clients including American Express, Coca-Cola, Dominos Pizza and Jose Cuervo.Read more.

 

 

 

  • VivaAerobus

descarga (4)Mexican low cost carrier VivaAerobus has entered into the global distribution system operated by Sabre Corporation. VivaAerobus is embarking on a new phase of its expansion plans, focusing on diversifying its reach to other revenue streams, including travel agencies as key intermediaries, and servicing a broader customer base.The announcement follows an agreement signed between VivaAerobus and Sabre, which includes access to a set of software solutions and GDS capabilities that will be critical to improving the way the airline automates commercial processes, sells seat inventory and manages electronic ticketing across sales channels.The technology enhancement at VivaAerobus will help create an e-commerce environment with capabilities for air retailing via the Sabre travel marketplace, while also adopting industry standards that will support the airline’s real-time connectivity with travel agents in Mexico, the U.S., Latin American and Caribbean markets.

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Lowe’s

rT960Cy4_400x400Under the banner “Make your Home Happy” home improvement chain Lowe’s is planning a total of six TV spots in 15-and 30-second variations; with more commercials to continue throughout the year, Adage reports.  The campaign is supposed to start tomorrow Tuesday (March 15). Lowe’s worked with BBDO,  its lead creative agency, on the campaign. OMD handled media duties.

 

 

 

 

  • Publicis Media

C9R8ZXxb_400x400Publicis Groupe has announced structural and leadership changes for Publicis Media. Publicis Media will consolidate its six global agency brands — Starcom, Mediavest, Spark, Zenith, Optimedia and Blue 449 — into four global agency brands. Starcom and Zenith will each continue to operate as global agency brands. Mediavest/Spark will be a third larges global agency brand. Optimedia/Blue 449 will be brought together to form a powerful global challenger brand.Each agency will be led by a global brand president responsible for leading clients, driving growth and enabling best work, the company said.

 

  • Dos Equis

1457567443112Dos Equis has launched its latest spot “Mission to Mars”, featuring actor Jonathan Goldsmith as “The Most Interesting Man in the World.” The spot full 60-second spot has exclusively aired March 10 during the Cleveland Cavaliers and Los Angeles Lakers NBA game on TNT (the last match-up between Kobe Bryant and LeBron James). Fans can rest assured that Dos Equis will reveal a new Most Interesting Man in the World in 2016, as this is not the end of the campaign, but an evolution.The Most Interesting Man will be giving away his Coveted Collection of worldly possessions including the tuxedo he wore to his last Masquerade, his Spanish guitar and matching mariachi suit, and even his astronaut suit from his 2010 stratosphere. For more details, visit DosEquis.com in early-April.A 30-second and 15-second version of the TV commercial will run on-air beginning March 21st and will also be available on Dos Equis digital properties. The Dos Equis Mission to Mars spot is part of an ongoing commitment from the brand to encourage fans to Stay Thirsty and live a more interesting life.

https://youtu.be/Q9V7MBUaQa0

  • Aeromexico 

mmmmmAeromexico has celebrated International Women’s Day by confirming its commitment to gender equality in its operations.As part of its celebration of International Women’s Day this year, the carrier confirmed its commitment for the second year in a row by operating flights with only female crews to the four cardinal points including domestic and international destinations, such as Guatemala, Houston, Lima, Madrid, Monterrey, Montreal, New York, Puerto Vallarta, and Tokyo. The airplanes used to operate these flights include Embraer 190, B737, B777 models, and the B787 Dreamliner.The carrier thus contributes to global efforts to break down myths and prejudices about women in aviation, as the female role continues to become increasingly relevant on an international level.The carrier is using the #MujeresVuelanAlto hashtag in honor of the power, influence and relevance women play in each of the airline’s actions, achievements, and plans, and as an expression of its appreciation for the support and commitment of its female employees.

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: OREO Brand ::: Born to rfrsh” by Sprite ::: ‘Find Your Magic’ by Axe ::: Aeromexico/WestJet ::: AC HOTELS BY MARRIOTT :::

  • OREO 

unnamedThe OREO brand has launched its new, globally integrated marketing campaign Open Up with OREO, which conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.The animated TV spot comes to life through the brand’s signature Wonderfilled aesthetic and upbeat music.  Set against the backdrop of a playfully diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. on January 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life. The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.The new campaign builds on the brand’s success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.

  • Born to rfrsh” by Sprite

descargaSprite is swapping its claim “The way things are” for “Born to rfrsh” after almost ten years. Under this new slogan, Sprite is launching a new multimedia platform, with “Ambition” being only the first piece. The same team, both agency and client, which created the claim “The way things are” a decade ago is bringing a new concept for the brand: “Born to rfrsh” .The agency Hello_ , recently founded by Walter Aregger and Hernan Ibarra, has developed the new regional campaign for Sprite along with Coca-Cola South Latin and Coca-Cola Mexico. The reinvention of the brand appeals to teenagers today, unlike those of the past decade. Multimedia communication platform “Born to rfrsh” is being launched with the firstpiece, “Ambition.” The spot was filmed by the Perlorian  Brothers of MJZ and shows an encounter between an old man and a young man who rejects his old notion of ambition and success.

  • ‘Find Your Magic’ by Axe

imagesUnilever’s Axe has released its ‘Find Your Magic’ campaign, developed by ad agency 72andSunny Amsterdam, which kicks off globally from 18 January in US and will include TV, print, OOH and custom digital content. Other partner agencies include Ponce and BBH, with VICE also creating content through the year.The campaign was made following a research showing that men feel pressure to conform. The study shows how Axe works with over 3,500 men in 10 countries and how men feel an overwhelming pressure to conform to masculine stereotypes, with only 15% of men in most countries strongly agreeing that they are attractive.The campaign will be reinforced by a series of short mobile and online tutorials featuring men with unusual style called ‘Instagroom’.

https://youtu.be/WzTSE6kcLwY

  • Aeromexico/WestJet

bb261ba339997c5472ee3fa5b867c9fb_400x400NMZvH2-T_400x400Aeromexico, Mexico’s global airline, and WestJet, Canada’s highest rated airline for customer service, have signed a codeshare agreement. Aeromexico and WestJet have had an interline relationship since December 2011. The new codeshare will give Aeromexico’s customers enhanced connecting service via Montreal, Toronto and Vancouver to more than 10 Canadian destinations, including Calgary, Edmonton, Winnipeg, Ottawa, Halifax, Deer Lake, St. John’s, among others.The agreement provides WestJet guests new connecting service from WestJet’s extensive Canadian network to Mexico City viaMontreal, Toronto, and Vancouver. In addition, WestJet will also now sell non-stop flights to/from Mexico from Montreal, Toronto, and Vancouver. WestJet Rewards are available on these flights as well.Both Aeromexico and WestJet will also sell tickets for travel on each other’s entire network, including non-codeshare flights, providing their respective guests another benefit of the enhanced relationship.

  • AC HOTELS BY MARRIOTT

aDTpcTi0_400x400AC Hotels by Marriott, Marriott International, Inc.’s new upper-moderate-tier, design-led lifestyle brand, announced the appointment of NYC-based Figliulo&Partners (F&P) as its global agency of record (AOR) following a competitive review. F&P will handle all positioning and branding responsibilities for the lifestyle brand, one of 19 within Marriott International’s global portfolio. The brand, which currently offers a global portfolio of more than 80 hotels, is on a significant growth trajectory, with more than 50 additional locations slated to launch over the next several years, 22 of which are expected to launch in 2016.The appointment of F&P as AOR supports AC Hotels’ stateside expansion and their focus on creating premium design properties at an unusually smart value. The agency’s first work for AC Hotels by Marriott is anticipated to launch in Q1 2016 across a variety of lifestyle and business outlets, including print, out-of-home, video, digital, social and mobile.

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.

Coca Cola – MonsterFCB Mexico – Sports Marketing Monterrey ::: Oi – NBS / Almap BBDO ::: Mondelez Brazil – Wieden+Kennedy São Paulo ::: Vilanova Haedo – Hermida Publicidad ::: Sundance Channel LatAm – AMC Networks International :::

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If yo want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

  • Coca-Cola

imagesCoca-Cola Co. (KO) has bought a 16.7% percent stake of energy-drink maker Monster Beverage Corp. (MNST), for US $2.15 billion.  The deal gives Coca-Cola greater exposure to the energy drinks market, one of the fastest-growing segments in the beverage industry. Coke,which already distributes Monster in about half the U.S., plans to expand Monster’s distribution footprint “in a major and meaningful way.” Coke will become Monster’s preferred distribution partner globally, while Monster brands will be the only energy drinks distributed by Coke.

  • Constellation Brands

constellationBrands-Constellation Brands, a leading Mexican beverage alcohol company, has acquired the Casa Noble tequila brand, including its’ trademark and related assets. The agreement is expected to close in September 2014 and is subject to customary closing conditions. Further terms of the purchase were not disclosed. Constellation Brands has all Grupo Modelo brands’ exclusive sales rights in US. This purchase, according to chief executive officer Rob Sands, complements the Mexican beer brands portfolio perfectly to leverage the existing routes-to-market and reach Hispanic consumers. Back in 2013, Grupo Modelo introduced Modelo Especial Chelada in US markets, bringing an authentic Mexican recipe to the brands’ Hispanic consumers. Portada interviewed Jim Sabia, CMO, Crown Imports on that launch.

  • Aeromexico

descarga (1)Aeromexico, has announced the operation of its fourth weekly flight between Merida and Miami, as of November 8th this year, to increase its domestic and international connectivity.This new service will operate on Saturdays and, as the current three frequencies, will be operated with an Embraer 190 airplane configured with 99 passenger seats, 11 in the Clase Premier cabin.Incoming passengers from Miami will be able to take this flight to connect to Villahermosa and Mexico City, and to 44 additional domestic destinations 35 international cities from the Mexican capital city.

  • FCB Sports Marketing – Mexico

fcbmexico-Rafael Pérez-Toribio, CEO of FCB Mexico, and Jorge Villalobos, CEO of Sports Marketing Monterrey, have announced the fusion of both companies: FCB Sports Marnketing. The new agency will focus on sports marketing for Mexico and Latin America.

 

  • Oi – Brazil

AlmapBBDOyNBS_Oi -Telco Oi has split its creative account between NBS and Almap BBDO. The company has decided to split its account without a pitch. Oi has been working with NBS since 2002.

 

  • Mondelez – Brazil 

bra-WiedenKennedy_SonhodeValsa-Mondelez is launching in the country a new chocolate brand: Sonho de Valsa. Wieden+Kennedy São Paulo is in charge of the branding and launching of the new brand. The agency is also in charge of Mondelez´s accounts Halls and Bis.

 

  • Vilanova Haedo and Vilanova Office – Argentina

vilanova-Hermida Publicidad will manage the Vilanova Haedo and Vilanova Office accounts in Argentina. The agency will be in charge of  the communication strategy of both brands (creative, media buying and planning).

 

  • Sundance Channel – Latin America

sundance channel-AMC Networks International announced the expansion of Sundance Channel into six new countries of Latin America: Panama – Cable Onda, El Salvador, Costa Rica, Honduras, Paraguay and Guatemala – Tigo, and Colombia and Dominican Republic – Claro.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Coca-Cola

imagesCoca-Cola Co. (KO) has bought a 16.7% percent stake of country’s No. 2 energy-drink maker Monster Beverage Corp. (MNST), for US $2.15 billion.  The deal gives Coca-Cola greater exposure to the energy drinks market, one of the fastest-growing segments in the beverage industry. Coke,which already distributes Monster in about half the U.S., plans to expand Monster’s distribution footprint “in a major and meaningful way.” Coke will become Monster’s preferred distribution partner globally, while Monster brands will be the only energy drinks distributed by Coke.

  • Constellation Brands

constellationBrands-Constellation Brands, a leading Mexican beverage alcohol company, has acquired the Casa Noble tequila brand, including its’ trademark and related assets. The agreement is expected to close in September 2014 and is subject to customary closing conditions. Further terms of the purchase were not disclosed. Constellation Brands has all Grupo Modelo brands’ exclusive sales rights in US. This purchase, according to chief executive officer Rob Sands, complements the Mexican beer brands portfolio perfectly to leverage the existing routes-to-market and reach Hispanic consumers. Back in 2013, Grupo Modelo introduced Modelo Especial Chelada in US markets, bringing an authentic Mexican recipe to the brands’ Hispanic consumers. Portada interviewed Jim Sabia, CMO, Crown Imports on that launch.

  • Aeromexico

descarga (1)Aeromexico, has announced the operation of its fourth weekly flight between Merida and Miami, as of November 8th this year, to increase its domestic and international connectivity.This new service will operate on Saturdays and, as the current three frequencies, will be operated with an Embraer 190 airplane configured with 99 passenger seats, 11 in the Clase Premier cabin.Incoming passengers from Miami will be able to take this flight to connect to Villahermosa and Mexico City, and to 44 additional domestic destinations 35 international cities from the Mexican capital city.

  • Acura 

descargaThe official home of luxury automotive brand Acura is launching its new luxury sedan along with a huge marketing campaign The brand TLX model new campaign includes a significant investment in digital video, but no broadcast primetime TV, Ad Age reports. More than one-third of the ad budget will be for digital and Facebook will get another substantial chunk. Acura will also take over major Web portals such as Yahoo and MSN. TV ads will run on platforms such as Hulu and Crackle, and traditional TV spots will air during NFL games and SportsCenter among other cable shows. (see note below about digital marketing and media buying agencies for the Acura brand). This is the Acura’s first major campaign since it was separated from Honda. Here is Acura’s TXL “My Way” video:
https://www.youtube.com/watch?v=FM7PcYMH67c

  • Hewlett-Packard

descarga (2)Hewlett-Packard Is launching a commercial for its notebook and also tablet Pavillion x360 that is comprised entirely of six-second Vines, the Twitter-owned looping video platform, The Wall Street Journal reports. To carry out the spot , marketing agency Niche had to recruit Vine talent. HP’s creative agency 180LA worked with the talent who had relative freedom to create their own Vines for the commercial.

  • Puma

descarga (3)Puma  is about to launch its’ Forever Faster” marketing campaign featuring its lineup of athletes including sprinter Usain Bolt, the world’s fastest man; men’s soccer star Mario Balotelli; women’s soccer legend Marta; and golfers Rickie Fowler and Lexi Thompson. The kickoff spot is called Calling All Troublemakers, in which the athletes flex their credentials as rebels and rule breakers not on the field, but splashing in a hot tub. They invite viewers to join them .The campaign will begin in North America, Latin and Asia-Pacific and then roll out to Europe, the Middle East and Africa shortly afterwards.Ads, from JWT, include print, TV, digital and social.

  • Burger King

descarga (4)Burger King will offer again is chicken fries after a two-year gap when it dropped them from its menu. To promote the delicious chicken fries, the fast food chain will release a new campaign led by Code and Theory, Burger King’s digital agency, that will include one TV spot. Each Thursday, the chain will rerun a 2005 chicken fries spot. The commercial, originally created by Crispin Porter + Bogusky, was modified by BK’s lead global agency David. BK will focus mostly on digital platforms to market the return.

  • J.C. Penney

descarga (5)National retailer J.C. Penney is releasing the major promotion “Love, Liz Claiborne” to revitalize sales and appeal customers, especially women aged 35-50. Ads will run in magazines such as InStyle, Real Simple, Redbook and People and on AOL, BuzzFeed and Hulu. TV spots may also be added. OMD is Penney’s media agency. Around US $1.1 million were invested to advertise the Liz Claiborne line in 2012, but nothing during 2013 and nothing through the first quarter of 2014.

  • American Honda

descarga (6)Publicis Groupe agency has been selected to oversee digital marketing for both the Honda and Acura brands, after an eight-month review. Digital was previously split among several agencies, including Meredith Xcelerated Marketing, Genex, RPA and Mullen. RPA will continue to handle creative for Honda, as will Mullen for Acura. MediaVest continues as the media agency for both brands.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

VRTC announces marketing partnership with Aeromexico, Mexico’s largest global airline.

The new business alliance will begin promptly, VRTC will provide support for the upcoming Aeromexico Contigo (Aeromexico with You) program. VRTC will launch and implement the airline’s most recent initiative in key Hispanic markets in the US and Mexico. The Aeromexico Contigo program will begin in October 2013. It will offer a host of benefits to passengers traveling frequently between Mexico and the United States.

The agency services rendered will include brand management, strategic planning, creative service as well as media buying. The Aeromexico brand joins clients such as Gruma, Honda, Acura, Puerto Vallarta, Tequila Pueblo Viejo, Northgate Supermarket and LeaLA. VRTC has offices in Los Angeles, Houston and Guadalajara, MX.

“Our extensive experience in the airline industry as well as our creative and strategic strengths will allow us to be the vessel of communication for this brand.”,said Octavio Orozco VP and General Manager.

VRTC announces marketing partnership with Aeromexico, Mexico’s largest global airline.

The new business alliance will begin promptly, VRTC will provide support for the upcoming Aeromexico Contigo (Aeromexico with You) program. VRTC will launch and implement the airline’s most recent initiative in key Hispanic markets in the US and Mexico. The Aeromexico Contigo program will begin in October 2013. It will offer a host of benefits to passengers traveling frequently between Mexico and the United States.

The agency services rendered will include brand management, strategic planning, creative service as well as media buying. The Aeromexico brand joins clients such as Gruma, Honda, Acura, Puerto Vallarta, Tequila Pueblo Viejo, Northgate Supermarket and LeaLA. VRTC has offices in Los Angeles, Houston and Guadalajara, MX.

“Our extensive experience in the airline industry as well as our creative and strategic strengths will allow us to be the vessel of communication for this brand.”,said Octavio Orozco VP and General Manager.

Breaking Ads Mexico 2013, presented by Portada and Media Economics Group, analyze today a selection of Mexican digital campaigns featured between 28th January and 17th February. The advertising campaigns were tracked through Media Economics Group´s MexicoWebMonitor™.

These are the digital campaigns from Sealy Mexico, Aeromexico and Starbucks.

Sealy Mexico

sealy

Advertiser:  Sealy Corporation.

Campaign: “Se nota que durmió en un Sealy”

Language: Spanish

Description: New online campaign for Sealy mattresses in Mexico (tagline: “Se nota que durmió en un Sealy”).  Ads resolve to Sealy Mexico website and also Sealy Mexico Facebook page.

Sites:  AztecaDeportes.com, AztecaEspectaculos.com, AztecaNoticias.com.mx, EsMas.com (Mexico), TV Azteca (Mexico).

Server: ced.sascdn.com

Aeromexico

aeromex

Advertiser: Aerovias de Mexico, S.A. de C.V. (Aeromexico)

Campaign: “Aparta ya tu Semana Santa!”

Language: Spanish

Description: Easter (“Semana Santa”) promotions by Aeromexico for both national and international flights.

Sites: CNNExpansion.com, Chilango.com, MedioTiempo.com (Mexico), Publimetro.com.mx, Quien.com

Server: ds.serving-sys.com (MediaMind), GoogleSyndication.com, MDN.net (Doubleclick)

 

Starbucks

starbucks

Advertiser: Starbucks Coffee Company

Campaign: Starbucks “My Starbucks Rewards”

Language: Spanish

DescriptionGold rewards card for Starbucks Mexico.

Sites:  CNNExpansion.com, Chilango.com, ElFinanciero.com.mx, MedioTiempo.com (Mexico), Quien.com.

Server: ced.sascdn.com, img.turn.com, MDN.net (Doubleclick).

 

Source: Media Economics Group, MexicoWebMonitor™. For more information please call: 1 (704) 841-2030.

Today we present a detailed overview of three digital campaigns launched by Barcel (Bimbo), Aeromexico, and Jose Cuervo.  Portada talked with company executives in charge of these brands in Mexico at the Social Media Fest organized by Red 10.

Barcel’s chipmunks

Arlin Clavellina – Brand VP, Barcel Bimbo

Campaign: Barcel T Conecta (Barcel Connects You)

To boost 1st quarter sales and increase brand recall, Barcel launched a campaign featuring animated chipmunks whose voices were dubbed by real DJ's, thereby increasing community engagement by using the same language that "young people use."

Arlin Clavellina, Brand VP for Barcel, says their site got 50,000 hits in the first 2 months of the campaign, with an average visit length of 2.5 minutes.

Between the fourth and sixth month, the campaign had already generated more than 70,000 fans on Facebook, more than 11,000 followers on Twitter, plus more than a million YouTube views and over 3,000 subscribers to its channel on the same site.

With this campaign, Barcel took first place on Share of Voice, capturing 91% of chatter against its competitors on Facebook.

Although the campaign has been a success, Clavellina warned that "ROI is not expected within the first year" since changes in users’ consumer preferences often take time.

What’s “Especial” about Jose Cuervo

Juan Carlos Canales – Brand Director, Jose Cuervo

Campaigns: El Bigote (The Mustache), Qué es especial (What is Special) and Calchupadora

Jose Cuervo kicked off its digital efforts right in the middle of Mexico’s Bicentennial of Independence celebrations and the country’s Centennial of the Revolution. According to Juan Carlos Canales, criticism of the country’s celebrations and the negative atmosphere surrounding the issue led to the company’s decision to celebrate something that would lighten the people’s mood and avoid controversy.  The result was the “Bigote,” or Mustache campaign, in which users were asked to grow a moustache and take a photo of themselves to be uploaded to the campaign’s website and to the user’s social networks.

The results: 894,614 site visits, 9,075 Facebook likes, and 23,681 photos uploaded to the platform.

The campaign was a success because "when people get involved, things work better," said Canales.

As part of their digital campaigns, Jose Cuervo also faced the challenge of separating its Jose Cuervo Especial tequila from its other brand, Jose Cuervo Tradicional. To accomplish this, the company launched the "Qué es especial?" (What’s Special) campaign, where they asked people to talk about what is special to them (within a patriotic context). The best testimonials where made into animated videos that were uploaded to the company website, as well as YouTube.

The campaign posted 511 sign-ups, 680 blog posts, and 149,857 video views.

Other standouts within the same campaign were the "Mirreyes" and "Lobukis" videos, which generated 150,294 views.

The conversation generated by this campaign has been remarkable, says Canales, because "creating a conversation between consumers and your brand is worth more than getting a like."

Finally, Jose Cuervo has also recently entered the apps world with Calchupadora, which helps users calculate the amount of alcohol they’ll need to purchase for a party or meeting.

The app came out a little over 2 months ago and has already reached 29,804 downloads. Canales attributes the app’s success to it being "a useful tool, and that is what the consumer expects."

Aeromexico’s hottest destinations

Claudia Contreras – Brand Director, Aeromexico

Campaign: The Hottest Destinations

Claudia Contreras of Aeromexico talked to us about the importance of the Internet for its business. "The travel industry is the most important e-commerce in Mexico, with 700 million pesos in sales in 2010 and 70% of ticket sales generated through the Internet."

Aeromexico's strategy encompasses a large number of platforms. Contreras said the company has a new fan page on Facebook, where people can do everything that can be done on the company’s official website, without leaving the social network (web check-in, customer service, promotions, etc.).

Its "Hottest Destinations" campaign is based on a travel blog whose topics (featured destinations) are dictated by the chatter on social networks. Contreras said the campaign has already generated 470,000 site visits and a level of social network interaction of more than 70%.

Today we present a detailed overview of three digital campaigns launched by Barcel (Bimbo), Aeromexico, and Jose Cuervo.  Portada talked with company executives in charge of these brands in Mexico at the Social Media Fest organized by Red 10.

Barcel’s chipmunks

Arlin Clavellina – Brand VP, Barcel Bimbo

Campaign: Barcel T Conecta (Barcel Connects You)

To boost 1st quarter sales and increase brand recall, Barcel launched a campaign featuring animated chipmunks whose voices were dubbed by real DJ's, thereby increasing community engagement by using the same language that "young people use."

Arlin Clavellina, Brand VP for Barcel, says their site got 50,000 hits in the first 2 months of the campaign, with an average visit length of 2.5 minutes.

Between the fourth and sixth month, the campaign had already generated more than 70,000 fans on Facebook, more than 11,000 followers on Twitter, plus more than a million YouTube views and over 3,000 subscribers to its channel on the same site.

With this campaign, Barcel took first place on Share of Voice, capturing 91% of chatter against its competitors on Facebook.

Although the campaign has been a success, Clavellina warned that "ROI is not expected within the first year" since changes in users’ consumer preferences often take time.

What’s “Especial” about Jose Cuervo

Juan Carlos Canales – Brand Director, Jose Cuervo

Campaigns: El Bigote (The Mustache), Qué es especial (What is Special) and Calchupadora

Jose Cuervo kicked off its digital efforts right in the middle of Mexico’s Bicentennial of Independence celebrations and the country’s Centennial of the Revolution. According to Juan Carlos Canales, criticism of the country’s celebrations and the negative atmosphere surrounding the issue led to the company’s decision to celebrate something that would lighten the people’s mood and avoid controversy.  The result was the “Bigote,” or Mustache campaign, in which users were asked to grow a moustache and take a photo of themselves to be uploaded to the campaign’s website and to the user’s social networks.

The results: 894,614 site visits, 9,075 Facebook likes, and 23,681 photos uploaded to the platform.

The campaign was a success because "when people get involved, things work better," said Canales.

As part of their digital campaigns, Jose Cuervo also faced the challenge of separating its Jose Cuervo Especial tequila from its other brand, Jose Cuervo Tradicional. To accomplish this, the company launched the "Qué es especial?" (What’s Special) campaign, where they asked people to talk about what is special to them (within a patriotic context). The best testimonials where made into animated videos that were uploaded to the company website, as well as YouTube.

The campaign posted 511 sign-ups, 680 blog posts, and 149,857 video views.

Other standouts within the same campaign were the "Mirreyes" and "Lobukis" videos, which generated 150,294 views.

The conversation generated by this campaign has been remarkable, says Canales, because "creating a conversation between consumers and your brand is worth more than getting a like."

Finally, Jose Cuervo has also recently entered the apps world with Calchupadora, which helps users calculate the amount of alcohol they’ll need to purchase for a party or meeting.

The app came out a little over 2 months ago and has already reached 29,804 downloads. Canales attributes the app’s success to it being "a useful tool, and that is what the consumer expects."

Aeromexico’s hottest destinations

Claudia Contreras – Brand Director, Aeromexico

Campaign: The Hottest Destinations

Claudia Contreras of Aeromexico talked to us about the importance of the Internet for its business. "The travel industry is the most important e-commerce in Mexico, with 700 million pesos in sales in 2010 and 70% of ticket sales generated through the Internet."

Aeromexico's strategy encompasses a large number of platforms. Contreras said the company has a new fan page on Facebook, where people can do everything that can be done on the company’s official website, without leaving the social network (web check-in, customer service, promotions, etc.).

Its "Hottest Destinations" campaign is based on a travel blog whose topics (featured destinations) are dictated by the chatter on social networks. Contreras said the campaign has already generated 470,000 site visits and a level of social network interaction of more than 70%.

Hoy presentamos el análisis en detalle de tres campañas digitales de las compañías Barcel (Bimbo), Aeroméxico y José Cuervo. Portada tuvo acceso a los ejecutivos encargados de las marcas en México a través del Social Media Fest organizado por Red 10 el mes pasado.

Las “ardillitas” de Barcel

Arlin Clavellina – VP Marca Barcel Bimbo

Campaña: Barcel T Conecta

Para impulsar las ventas del 1er trimestre del año y aumentar el recuerdo de marca, Barcel lanzó una campaña con una animación de unas “ardillitas”, cuyas voces fueron dobladas por DJ’s reales del medio, aumentando el engagement de la comunidad al usar el mismo lenguaje que “usan los jóvenes”.

Arlin Clavellina, VP de Marca de Barcel aseguró que en los primeros 2 meses su sitio llegó a más de 50 mil visitas, con un tiempo promedio de estadía de 2.5 minutos.

Entre el cuarto y sexto mes, la campaña ya había generado más de 70 mil fans en Facebook, más de 11 mil seguidores en Twitter, más de un millón de vistas en YouTube y más de 3 mil suscriptores a su canal en dicha página de videos.

Con esta campaña, Barcel logró el primer lugar en “Share of Voice”, acaparando el 91% de la conversación contra sus competidores en Facebook.

Ante éxitos como este, aun así Clavellina dejó claro que “no se debe esperar ROI (retorno de inversión) antes de un año”, pues el cambio en las preferencias de consumo de los usuarios suele tomar tiempo.

Lo “Especial” de José Cuervo

Juan Carlos Canales – Director de Marca de José Cuervo

Campañas: El Bigote, Qué es especial y Calchupadora

A José Cuervo le tocó entrar a los esfuerzos digitales en pleno festejo del Bicentenario de la Independencia de México y Centenario de la Revolución. Según Juan Carlos Canales, las críticas al festejo y el ambiente negativo que se generó alrededor del tema los llevó a tomar la decisión de festejar algo que alegrara a la gente y evitara controversias, surgiendo así su campaña del “Bigote”, donde le pidieron a usuarios que lo dejaran crecer y se tomaran una foto para subirla al sitio de la campaña y a las redes sociales de cada quién.

Los resultados fueron 894’614 visitas al sitio, 9075 likes en Facebook y la subida de 23681 fotos a la plataforma.

El éxito de esta campaña, en palabras de Canales, fue porque“cuando la gente se involucra, funcionan mejor las cosas”.

Continuando con sus campañas digitales, José Cuervo tuvo también el reto de distanciar a su tequila José Cuervo Especial, de su otra marca José Cuervo Tradicional. Para lograr esto lanzaron la campaña “¿Qué es especial?” donde dejaron que la gente hablara de lo que es especial para ellos (con un contexto de nacionalismo) y donde los mejores fueron animados en videos subidos a su sitio y a YouTube.

La campaña logró 511 registros, 680 post en blogs y 149’857 reproducciones de videos.

Dentro de esta misma campaña, destaca como caso aparte el video sobre los “Mirreyes” y las “Lobukis”, el cual por si solo logró 150’294 reproducciones.

La conversación generada por esta campaña es destacable, según Canales: “Crear conversación entre consumidores y marca vale mucho más que un like”.

Finalmente, José Cuervo también ha entrado recientemente al mundo de las apps, con la Calchupadora, que le ayuda a los usuarios a calcular la cantidad de alcohol que necesitarán para una fiesta o reunión.

Esta app salió hace poco más de 2 meses y ha logrado ya 29’804 descargas, un éxito que según Juan Carlos se debe a que “es una herramienta útil y eso es lo que el consumidor está esperando”.

Los destinos más hot de Aeroméxico

Claudia Contreras – Directora de Marca de Aeroméxico

Campaña: Los Destinos Más Hot

Claudia Contreras, de Aeroméxico, habló sobre la importancia que tiene Internet para su empresa. “El sector de viajes es el más importante en comercio electrónico para México con 700 millones de pesos en ventas en 2010 y 70% de las ventas de boletos sucediendo a través de Internet”.

La estrategia de Aeroméxico abarca una gran cantidad de plataformas. Contreras habló sobre su nuevo fan page en Facebook, en el cual la gente puede hacer todo lo que puede hacer en el sitio oficial, sin salirse de la red (web check in, atención a clientes, promociones, etc.)

Sobre su campaña de “Los Destinos Más Hot”, que se basa en un blog de viajes, cuyos temas (destinos de los que se escribe) los dicta la conversación en redes sociales, dijo que han logrado ya 470’000 visitas al sitio con un nivel de interacción en redes sociales superior al 70%.