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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.

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 him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Hilton Garden Inn ::: Meliá Hotels International ::: The Goodyear Tire & Rubber ::: Guaraná Antarctica :::

  • Garden Inn

D4G5V5rB_400x400Hilton Garden Inn, Hilton Worldwide’s brand of hotels, announced the opening of the 172-room Hilton Garden Inn Montevideo, Uruguay, representing the brand’s first hotel in Uruguay and latest addition to the brand’s growing portfolio of more than 650 hotels worldwide.Hilton Garden Inn Montevideo is located approximately 20 minutes from Carrasco International Airport, within Montevideo’s World Trade Center with direct access to Montevideo Shopping Mall. Hilton Garden Inn Montevideo offers guests first-class accommodation in the upscale Pocitos neighborhood. Guests can also enjoy recommendations from Hilton Garden Inn Team Members for additional area attractions.Hilton Worldwide currently has a portfolio of more than 80 hotels and resorts open and welcoming travelers in Latin America. The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 50 hotels throughout the region.

  • Meliá Hotels International

3Vj2097p_400x400Meliá Hotels International announced the reopening of the famous Hotel National in Rio de Janeiro designed by Oscar Niemeyer, one of the fathers of modern architecture. The famous “Hotel Nacional” in Río will reopen after a thorough renovation. Built in 1972, the hotel has been closed for several decades, and has now been taken over by Meliá Hotels International with the challenge of returning it to its former glory with the service standards expected of the Gran Meliá hotel brand. Meliá Hotels International (meliahotelsinternational.com) has been in Brazil for 23 years, and now operates 17 hotels and is developing another 3 hotels to be opened up to 2018. New York based Gravity Media is Melia Hotels global Media agency.

  • The Goodyear Tire & Rubber

descarga (3)The Goodyear Tire & Rubber Company announced it will combine its North America and Latin America businesses into one Americas business unit, effective January 1, 2016. The combined business will serve customers and consumers more effectively and efficiently by integrating processes such as product development, market forecasting, and product supply. All manufacturing plants in the combined region, including the new Americas plant in San Luis Potosi, Mexico, scheduled to open in 2017, will be leveraged to serve all customers in Mexico, Latin America and North America. The new structure will give Goodyear greater flexibility to anticipate market changes and react faster to them.

  • Guaraná Antarctica /Argentina

descarga (4)Beverages brand Guarana Antarctica expanded to Argentina. To advertise the product, the brand has launched a new campaign, with the help of agency Buena. The initiative, aimed primarily at digital media, looks to positioning Guarana Antarctica as a refreshingly different brand of soda.

A finales del año pasado la cadena de hoteles y resorts Meliá lanzó en Barcelona una campaña corporativa “Life Management” junto con Contrapunto Barcelona en la creatividad y junto a Mediaplanning como agencia de medios.

El objetivo de la campaña fue “transmitir la filosofía de la empresa hotelera y cómo los servicios que ofrece ayudan a gestionar la vida de forma más eficiente para ser más felices”.

La campaña corporativa consistió en la organización de jornadas Masters Class de Life Management, curso impartido por Mario Alonso Puig, especialista en temas de gestión personal, liderazgo, creatividad, innovación y gestión del cambio. Los Masters Class se dictaron en Londres, Berlín y Madrid.

Plataformas mediáticas:

La campaña se emplazó en medios gráficos y espacios públicos, así como también en medios digitales (redes sociales y sitios web)

Resultados:

El éxito de convocatoria en Madrid fue tal que, aunque en un principio estaba previsto impartir un solo Master, finalmente tuvieron que realizarse dos para atender toda la demanda.

Ficha informativa:

Anunciante: Meliá Hotels & Resorts 

Sector: Hotelero   

Contactos de cliente: Susanna Mander, Santiago García 

Equipo de cuentas: Cristina Vivas, Noemí Vidal, Carlota Martín

Director creativo ejecutivo: Tomás Oliva 

Director creativo: Carlos de Javier 

Director de arte: Ana Gonzalez, Laura Costa  

Redactor: Carmela Serantes  

Jefe de Estudio: David Juncà

Major Latin American Brand and Agency Leaders will meet at Miami’s Hotel EAST on April 18-19. These executives are part of Portada’s powerful and exclusive Council System to be officially launched at Portada Miami on April 18-19.


Portada Council System members include:


Andres Amezquita,
 VP Commercial Excellence, Latin America Stanley Black & Decker
Peter Amaro, VP, Raine
Ricardo Arias Nath, CMO, PepsiCo Latin America
Anabela Bonuccelli, Managing Director, Havas Media Group
Natalie Bursztin, Marketing Director, Totto
José Camargo, E-Commerce Subdirector, Best Buy Mexico
Ricardo Casco, Global Sales and Integrated Marketing Strategies, Avis Budget Group
Pablo Chiozza
SVP USA, Canada & Caribbean, ‎Latam Airlines Group
Angel Carmona, Regional Marketing Manager, Wilson Latin Ameica
Yamile Elias, Director of Business Innovation & Marketing, Pepsico
Pablo Izquierdo Grandal, VP Client Services Latam, Havas Media Groupes
Angel de la Tijera, V. Top Accounts Commercial Head Mexico & Latin America, ‎American Express
Alan Duggan, ‎Regional VP Business Development ,The Americas, ‎Meliá Hotels
Ana Ferrel, SVP, Marketing and Corporate Communications, MasterCard
Marina Gunther, México Head of Trading, GroupM
Bruno Lambertini, CEO, Circus Marketing
Carlos Leal, Senior Marketing Manager, Latin America, Abbott Laboratories
Iker Palazuelos Atolini, Salomon Latam, Brand Manager
Tiago Pinto, Head of Gatorade – Latin America, PepsiCo
Alvaro Pereda
, Latam Deputy Head of Trading, GroupM
José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
Julian Porras, Chief Executive, Latin America Omnicom Media Group
Juan Manuel Romero, CEO, Metro International
José Maria Sanabría, CEO, GroupM Latin America
Jorge Serrano, Latam Head of Trading, GroupM
Jessica Soto, Miami Head of Trading, GroupM
Alvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels

 

More confirmations from great brand marketers for our Portada Latam Summit on June 3 and 4 in Miami and the Latin Online Video Forum which will preceed it!


latam summitsummit

 

 

 

 

Lucas Fernandez, Marketing Director at Mc Donald’s Argentina is going to speak about panregional marketing with a focus on out-of home media. Ana M. Ramirez Zapata, Regional Digital Marketing Manager Americas at Melia Hotels International will be participating in a panel which will analyze how the Latin Travel Industry is embracing Real Time Marketing practices.

Pablo Sanchez, International Media Manager at Puig, the Spanish  fashion and fragrance power house, will be speaking at the Online Video Forum about best practices in online video advertising, so will Roberto Ricossa VP Marketing & Inside Sales at Avaya.

We will be making more major announcements very soon!

The  early Bird Rate has been extended until this Friday April 25. Make sure to get your ticket now or attend the events PLUS get two hotel nights for only US$ 699!

More confirmations from great brand marketers for ourLatin Online Video Forum
and the Portada Latam Summit  on June 3 and 4 in Miami.


latam summitsummit

 

 

 

 

Pablo Sanchez, International Media Manager at Puig, the Spanish  fashion and fragrance power house, will be speaking at the Online Video Forum about best practices in online video advertising, so will Roberto Ricossa VP Marketing & Inside Sales at Avaya.

Lucas Fernandez, Marketing Director at Mc Donald’s Argentina is going to speak about panregional marketing with a focus on out-of home media. Ana M. Ramirez Zapata, Regional Digital Marketing Manager Americas at Melia Hotels International will be participating in a panel which will analyze how the Latin Travel Industry is embracing Real Time Marketing practices.

We will be making more major announcements very soon!

The  early Bird Rate has been extended until this Friday April 25. Make sure to get your ticket now or attend the events PLUS get two hotel nights for only US$ 699!

NOTE: We just updated our online database of Corporate Marketers and Agencies targeting Hispanics with 100 new major contacts: SUBSCRIBERS: can see them online or send us an e-mail for the detailed list (nicolas@portada-online.com). NON SUBSCRIBERS: If you are interested in subscribing to an interactive database of more than 1,800 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics, click here to buy or  please call 1-800-397-5322 or e-mail Nicolas@portada-online.com.

  • Sol Meliá

Sol Meliá, one of the world’s largest hotel chains, announced plans to operate its first hotel in the U.S. with the Meliá Atlanta, a 502-room hotel formerly operated by Marriott as the Renaissance Atlanta Hotel Downtown. Marking the beginning of its strategy to develop additional properties in the continental U.S., the Spanish brand plants its flag on the Atlanta market taking over the hotel operations on October 15, 2010. The new Meliá Atlanta will enjoy a $35 million dollar renovation to be completed by 2013, allowing the property to feature proprietary elements of Meliá Hotels & Resorts, Sol Meliá’s largest brand.

In the Americas, Sol Meliá now covers destinations such as: Mexico, Puerto Rico, Venezuela, the Dominican Republic and Costa Rica. Due to the fact that the United States is a key feeder market for the region the Meliá brand has a strong desire to plant a flag in the continental U.S.

  • Burger King Breakfast

Brandweek reported Burger King is looking to take a bigger bite out of the breakfast category with a new ad campaign targeting early risers.

BK is launching the breakfast ad onslaught in hopes of snagging market share from McDonald’s—and other rivals—that currently dominate the breakfast fast-food category. Compared to McDonald's, BK currently has very low awareness in the breakfast segment, but it sees an opportunity for growth, said Leo Leon, BK's VP of marketing impact. 

In addition to TV spots, BK is debuting network radio, digital and print ads, as well as regional outdoor ads, coupons and Hispanic ads. Crispin, Porter + Bogusky is the brand’s lead agency that created the campaign. LatinWorks handled multicultural advertising duties. Mindshare is the media planning firm.

  • Beringer Vineyards

Beringer Vineyards' launched a Spanish-language advertising campaign last week to target U.S. Hispanics, Adage reported.

The campaign, done by Los Angeles agency Baru Advertising, is themed "Invita el Sabor" ("Welcome Home the Flavor") and kicks off today in Los Angeles with a TV spot (Beringer isn't doing TV in the general market). Vignettes also start this week on lifestyle TV programs "Tu Estilo" on Univision and "Acceso Total" on Telemundo. The campaign includes promotional materials to be given out at events and retail locations. The initial pilot marketing campaign in southern California will run till the end of the year.

  • Toyota

    In recent years, Toyota has been ranking No. 1 among Hispanics in the U.S. the company launches a campaign driving consumers of the brand to showcase pride in both their culture and Toyota: "somos muchos Latinos. somos muchos Toyota".

    A series of limited-edition decals that can be affixed to vehicles, "somos muchos Latinos. somos muchos Toyota" come in nearly 100 different versions, touting cultures and expressions from all over Latin America. Toyota street teams will be distributing thousands of decals across the country at upcoming events including Mexican Bicentennial celebrations in Los Angeles, Houston and Dallas, as well as Hispanic Heritage Month events, cultural celebrations and festivals in Miami, New York and Chicago. Celebrities who will serve as ambassadors for the program will be revealed closer to the event dates.

  • GlobalHue

    Don Coleman is taking more direct control of GlobalHue, the Southfield-based multicultural advertising agency he founded in 1988. Coleman, the company's CEO, has taken on the new role of general manager at the Southfield and New York offices. He assumes the office oversight role that was previously that of Vice Chairman Allen Pugh, who retains that title but is now CEO of the sister companies that service the agency.

  • Chevrolet

    Adage reported that Chevrolet, General Motors Co.'s biggest brand, is moving its Hispanic advertising account to LatinWorks. Chevrolet's Hispanic account had been handled since 1997 by Miami-based Accentmarketing, which is 49-percent owned by Interpublic Group of Cos.

  • Winning Brands

    The Trinity Design Group has taken delivery of its initial Winning Colours Stain Remover inventory, as a new distributor, to supply businesses and consumers in the growing Hispanic market in the United States. Hola Latino is the agency in charge of the Spanish-language advertising efforts.

    TDG and Hola Latino will utilize its own Winning Colours specific website limpiadorfantastico.com, community events, contacts amongst retailers, advertising in Spanish language media such and other initiatives to create new awareness of Winning Colours in America by Spanish speaking consumers. Winning Brands has also launched Spanish language video resources on YouTube. Read more here.

  • Zubi Advertising

    Zubi Advertising announces the promotions of four media executives, effective immediately, under the new leadership of Isabella Sánchez, Vice President Media Integration.

    Jany Borges, Vanessa Lizama and Claire Zaldivar have all been promoted to Associate Media Directors. Kathy Bonilla has been promoted to Buying Supervisor. Read more here.

  • Tampico Beverages

    Tampico Beverages in tandem with its distribution partner, Pepsi Beverages Company (PBC), has launched a multi-market, multi-media campaign to spotlight its new vitamin-fortified, lower-sugar, lower-calorie juice brand, Tampico Plus®. The Live Life Plus campaign will launch through key U.S. markets via traditional, experiential and online/social media promotional efforts.

    Designed to engage the on-the-go and health-conscious consumer, the campaign is scheduled to roll out immediately and continue through November of 2010. It will focus on the 18- to 34-year-old Hispanic and multicultural demographic in key distribution markets including Los Angeles,Miami, Houston, Dallas, Phoenix and Las Vegas. Read more here.

  • Get access to detailed contact information in our Interactive Directory of Corporate Marketers and Agencies targeting Hispanics.

    If you are a Subscriber to the Directory login and access the Directory.

    ReviewPro, the provider of online reputation and social media management tools for the hotel sector, announced today that they have expanded beyond Spain, Argentina, Mexico, Cuba, The Dominican Republic and other countries in Europe.

    After three consecutive quarters of rapid growth in the Spanish hotel market, ReviewPro has grown its client roster to more than 600 clients.

    As of today, hoteliers in these additional countries can now use the company's web based analytical tools to more effectively track, organize and manage their online reputation as well as their presence in leading social media platforms such as Facebook and Twitter.

    ReviewPro has quickly developed a roster of clients including Sol Melia, Eurostars Hotels, Hesperia Hotels and hundreds of small and medium hotel groups.

    According to R.J. Friedlander, CEO of ReviewPro, "The results our clients are achieving in terms of quality performance, revenue and profitability are impressive. We are helping to positively impact our client's bottom line by improving online distribution sales and direct reservations in their own websites. And, even more importantly, our clients are typically seeing a positive ROI on their investment with ReviewPro within the first few months of using our technology."  

    ReviewPro, the provider of online reputation and social media management tools for the hotel sector, announced today that they have expanded beyond Spain, Argentina, Mexico, Cuba, The Dominican Republic and other countries in Europe.

    After three consecutive quarters of rapid growth in the Spanish hotel market, ReviewPro has grown its client roster to more than 600 clients.

    As of today, hoteliers in these additional countries can now use the company's web based analytical tools to more effectively track, organize and manage their online reputation as well as their presence in leading social media platforms such as Facebook and Twitter.

    ReviewPro has quickly developed a roster of clients including Sol Melia, Eurostars Hotels, Hesperia Hotels and hundreds of small and medium hotel groups.

    According to R.J. Friedlander, CEO of ReviewPro, "The results our clients are achieving in terms of quality performance, revenue and profitability are impressive. We are helping to positively impact our client's bottom line by improving online distribution sales and direct reservations in their own websites. And, even more importantly, our clients are typically seeing a positive ROI on their investment with ReviewPro within the first few months of using our technology."  

    ReviewPro, the provider of online reputation and social media management tools for the hotel sector, announced today that they have expanded beyond Spain, Argentina, Mexico, Cuba, The Dominican Republic and other countries in Europe.

    After three consecutive quarters of rapid growth in the Spanish hotel market, ReviewPro has grown its client roster to more than 600 clients.

    As of today, hoteliers in these additional countries can now use the company's web based analytical tools to more effectively track, organize and manage their online reputation as well as their presence in leading social media platforms such as Facebook and Twitter.

    ReviewPro has quickly developed a roster of clients including Sol Melia, Eurostars Hotels, Hesperia Hotels and hundreds of small and medium hotel groups.

    According to R.J. Friedlander, CEO of ReviewPro, "The results our clients are achieving in terms of quality performance, revenue and profitability are impressive. We are helping to positively impact our client's bottom line by improving online distribution sales and direct reservations in their own websites. And, even more importantly, our clients are typically seeing a positive ROI on their investment with ReviewPro within the first few months of using our technology."  

    We just got confirmation from Antonio Batanero, Sr. Director, Distribution & Digital Marketing, Sol Meliá Hotels & Resorts, and Lyng-Hou Ramirez, Content Director, Grupo Diarios America. Batanero will take part in the panel “The View: Reaching Latin Audiences, Communications without Borders” and Ramirez in the roundtable “The Message: Content preferences of Latin Audiences.”

    In addition, major media buying executives Virginia Pereira, Regional Media Director, OMD Latin America and Victor Villar, SVP & Chief Digital Officer, Starcom Media Vest Group, Latin America, confirmed their presence at the panel “The State of the Art: Pros and Cons of the panregional Media Buy”.

    The most important players in Latin Marketing and Media World (Latin America, Spain and U.S. Hispanic) will be present at our June 3 Summit. To see the full schedule go here.

    To register to the Summit, click here.

    Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

    (Looking for your next Career move? Check out Portada’s Career Board!)

     

    Guillermo Rivera Hernández has started a new position as Head of Marketing at Falabella Retail. Guillermo is a member of Portada´s Americas Board, which will meet at Portada NYC

     

     

     

     

     

    Miguel Vargas, Country General Manager Mexico, Caribbean and Central America at Louis Vuitton, has been promoted to Regional VP. He will be based in Miami.

     

     

     

     

     

    After 21 years with Nike, Paolo Tubito, until now VP of marketing for Asia Pacific and Latin America, is parting ways with the brand.

     

     

     

     

     

     

    He will be replaced by Adam Roth, who has spent 16 years at Nike and has been VP of global brand communications.

     

     

     

     

     

    Alvaro Tejeda Schroeder, Vice President for The Americas for Melia Hotels International (MHI) has stepped down from his role with the Spanish hotel company.Alvaro’s career with Melia Hotels International has spanned almost 30 years in seven different countries.

     

     

     

     

     

    Philippe Cassis, a well-known hotelier with an exceptional reputation within the industry, has been appointed Regional Vice President for The Americas, effective August 20, 2019. His experience includes several Regional SVP roles with Starwood Hotels & Resorts and Sun Resorts and more recently COO of Belmond.

     

     

     

     

    Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

     

    McDonald’s Uruguay named Guilherme Coe new Marketing Manager.

     

     

     

     

     

     

    Mariana Villa is the new Executive Vice President of Operations at Headway Argentina. She will report directly to CEO Luis Barragué.

     

     

     

     

     

     

    Arturo Velez is Unilever Mexico new Trade Marketing Coordinator.

     

     

     

     

     

    (Looking for your next Career move? Check out Portada’s Career Board!)

    People change positions, get promoted or move to other companies. Portada is here to tell you about it.

    (Looking for your next Career move? Check out Portada’s Career Board!)

    Geometry Latin america has appointed Omar Fernando Romero Chief Strategy Officer.

     

     

     

     

     

     

    Ricardo Flammini is Nissan Latam new Marketing Director.

     

     

     

     

     

     

    MullenLowe Brazil has restructured its´ leadership team. The agency welcomes André Havt as the new Creative Director following Eduardo Salles promotion as Executive Creative Director.

     

     

     

     

     

     

     

    INTELITY™ announced that Dominique Dosal has joined the company as Director of Sales for Latin America. The addition of Dosal will aid in INTELITY’s plans to expand its global footprint and help the company further its relationships in Latin America.

     

     

     

     

    Havas Creative has promoted Tracey Barber to global Chief Marketing Officer.

     

     

     

     

     

     

    Meliá Hotels International has announced the appointment of Lati Naimi as General Manager of Meliá Lima.

     

     

     

     

    Leading executives from the brand, agency, media, and tech sectors will gather at an exclusive Luncheon Roundtable at our upcoming twelfth annual  Portada Miami on April 12 to discuss the topic: Redefining the Role of Miami as a Marketing and Media Hub. During the exclusive lunch meeting, Portada will present the results of its Panregional Marketing and Media Report. The exclusive function will take place within the framework of Portada Miami on April 12, 2019, but will only be accessible to a select group of Miami based brand marketers and other Latin American regional brand marketing decision makers.If you’re interested in attending the Luncheon Roundtable, or wish to know more about the opportunities Portada Miami offers to meet your marketing and networking needs, please reach out to Sales Coordinator Michelle Lopez.

    Miami has a rich history and a preeminent role as a Latin American marketing and media hub. In order to grow its leadership, and in light of structural changes in the marketing and media industry, the role of the South Floridian city needs to be redefined by key sector decision makers. Portada, a trade platform that has published the Panregional Advertising and Marketing Report for many years; convenes C-level thought leaders from the Miami brand, agency, tech and media sectors for an exclusive Thought Leadership Luncheon Roundtable under the name “Redefining the Role of Miami as a Marketing and Media Hub”​.

    Check out the highlights of last year’s Portada Miami!

    During the luncheon, Portada will present the findings and market volume forecasts of the ​“2019 Panregional Marketing and Media Report”​. The report will be the stepping stone for a conversation of C-level decision makers about the role, opportunities and growth drivers of the Miami marketplace.

    Brand, Media and Agency leaders who will participate in the Luncheon Roundtable include:

    Andres Amezquita, Stanley Black & Decker, Inc. (VP Digital and Commercial Excellence Latin America)

    Adriana Bellinatti Grineberg, (Facebook Regional Director, Pan-regional Latam, CENAM & Caribbean)

    Facebook’s Adriana Bellinatti Grineberg at the Americas Board’s Meeting during Portada Miami 2018

    Maria Budet, Miami-Dade Beacon Council (Vice President, Marketing & Communications)

    Pablo Chiozza, Latam Airlines Group (SVP USA, Canada & Caribbean)

    Alan Duggan, Meliá Hotels (International Regional Vice President Business Development The Americas)

    Elena Feoktistova, Mastercard (Regional Head of Consumer and Product Marketing LAC)

    Lorena Holguin, Mastercard (LAC Sponsorship Director)

    Eric Melis, Pepsico (Sr. Director Carbonated Soft Drinks Category, Latam Region)

    Rafael Lopez-De-Azua, Coty (Head of Media and Digital – Latam)

    Luis Perillo, Hilton, (VP, Sales & Marketing, Caribbean & Latin America)
    GroupM Latam’s CEO José María Sanabria, speaking at Portada Miami 2018

    Julian Porras, Omnicom Media Group (Chief Executive, Latin America)

    Luciana Resende Lotze, Visa Inc. (Sr. Vice President Marketing Latin America and Caribbean)

    Ana Cristina Rivadeneyra Balsa, WeWork Marketing Manager México

    José Maria Sanabria, GroupM Latin America (CEO Latam)

    Guillermo Rivera Hernández, Amazon (Sr. Marketing and Content Manager)

    Trinidad Tagle, The Estée Lauder Companies Inc. (Marketing Manager Latam)

    Sebastian Valderde, Google (Managing Director Spanish-Speaking Latam)

    Fabiola Vega, The Estée Lauder Companies Inc. (Regional Marketing Director)

    At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

    After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

     What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

    After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

    Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

    Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

    What we’ve got to do is build content around our players, give them a voice.

    The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

    For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

    In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

    Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

    Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

    Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

    In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

    Major brand marketers and innovators will gather at the tenth annual edition of Portada Miami in the Hotel EAST on April 19 to discuss topics like Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

    Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs.

    To ready the discussion for Portada Miami, Portada’s Chair of the Travel Marketing Board Trip Barret wrote the article below on Loyalty, Brand Preference, and the Economy Segment Traveler

    What: With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers.
    Why it matters: To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.

    A few weeks ago I traveled to Santiago, Chile. There was nothing unusual about the planning and preparation, packing and arranging after work meetings with friends, except for one thing: the gnawing sense of anxiety created by an impending unknown experience: the first time flying coach and staying at a Novotel, instead of one of my favorite (formerly) Starwood Properties! The client I would be meeting with had taken care of the arrangements and through their agency had booked me on LATAM (fortunately in one of the “Space +” seats in economy) and at the Novotel (my first experience in an Accor Hotel since staying at an Ibis property in Prague when backpacking through Europe many years ago).

    Trip Personas and Travel Behaviors

    Most frequent travelers have more than one “trip persona” and depending on the circumstances or purpose of the trip, their needs and expectations vary accordingly. A business traveler’s needs and expectations differ from their leisure travel needs, which will differ even further depending on the circumstance (traveling single, as a couple, with the family; on a high adventure trip, resort/relaxation get-away, etc.) A few years ago, SITA, an air-transport communications and IT-solutions company, published the results from a survey indicating four types of travelers (to matrix even further one’s “trip persona”): 1) The Careful Planner wants to ensure nothing goes wrong (which can cause stress and anxiety), 2) The Independent and Hyper-Connected Traveler values efficiency and wants to be in control (but is less passionate about the actual travel), 3) The Pampered Traveler is used to the ‘status’ and perks associated with Five Star travel options, and 4) The Open-Minded Traveler is more interested in the destination or experience, and less on the ‘status’ aspects of the trip.

    Given that I was traveling for Business (travel persona thus defined) I then had to fine-tune my travel behavior (flying economy does that) and so settled into the “Independent Traveler” mode. The flight would matter if it was on time, I would be able to get some work done, and most importantly I would be able to sleep (as much as you can with a 4″ recline and 34” pitch); and the hotel if I was able to reserve early check-in, it offered fast WiFi, great breakfasts, a gym, and a comfortable bed.

    Revisiting the 5 Human Truths… Are They Applicable to the Economy Travel Segment?

    Over the last several years, leading-brand companies have developed strategies to better align their positioning and product delivery experience to build and strengthen the loyalty of their users. Starwood Hotels & Resorts rolled out “The 5 Human Truths” to connect more strongly with their guests through their individualized Lifestyle Brands as well as the provided services: 1) We need to be understood; 2) We want to belong; 3) We long to feel special; 4) We crave more control over our lives; and 5) We dream of reaching our potential. All this served as the basis for how Starwood communicated and interacted with its guests and clients. While emphasis on this theme was unique to Starwood, whose brands focused on more of the higher-end traveler, the concepts within the five truths are not unique or proprietary (and can be applied by all companies, especially those in the Travel and Hospitality Industries, across all segments from Budget to Luxury).

    [The midscale and economy business are] getting tremendous attention right now because that’s where the growth is.

    In a recent interview discussing the acquisition of the La Quinta brand and its 890-hotel portfolio, Jeff Ballotti spoke of Wyndham’s pursuit of growth in the midscale and economy business, which Ballotti said is “getting tremendous attention right now… because that’s where the growth is. It’s an area of the market that, if we could elevate the experience, has tremendous growth potential.”

    The increasing importance of the economy travel segment has also not been lost on Peter Fankhauser, CEO of Thomas Cook Travel, with new efforts and strategies focusing specifically on group travel and mass tourism. “We decided to individualize the mass market. Every customer is treated as an individual. If (they) have a problem in the first 24 hours of (their) trip, we’ll solve it…We’ve also added services like choosing your room in advance”. These new efforts are designed to allow the customer preferences to be more at the forefront, which in turn will create more satisfied and loyal customers.

    There are several opportunities for brands to make a connection and develop or deepen a long-term relationship with customers— no matter what category of travel is selected.

    By focusing more on the experience of each individual, both Wyndham and Thomas Cook are making concerted efforts to grow their business and are taking cues from the 5 Human Truths in helping their customers feel more understood, special and equally importantly, giving them control over their travel.

    The Airlines are also paying more attention to this segment, especially as the Legacy carriers face Low-Cost Competitors flying the latest Boeing 787s, 737s, and Airbus A330’s and 350’s. As a result, most are introducing Basic Economy fares to give travelers more options (and to maintain their loyalty). Virgin Atlantic CEO Craig Kreeger gave the introduction a great marketing spin: “We’re unveiling the biggest change to our Economy cabin in over a decade— launching three new ways to fly, and a host of innovations on the ground and in the air as part of a wider £300 million investment in our customers. We know that one size doesn’t fit all… our customers can afford to be choosy…We always want flying with Virgin Atlantic to be more special than other airlines, and we’ll never compromise on excellent service, industry-leading food and drink and cutting-edge in-flight entertainment— regardless of which Economy ticket our customers are traveling on, they’ll be able to enjoy all this onboard.”

    Conclusion:

    The concepts behind the 5 Human Truths are relevant and easily applied to the growing economy travel segment (which I witnessed first-hand during my recent trip to Chile). Whether it’s the first contact via the brand app, the cheerful and attentive smile of a flight attendant, the ability to stay connected throughout the journey, or the front desk associate offering suggestions of where to take in the best local cuisine, there are several opportunities for brands to make a connection and develop or deepen a long-term relationship with customers—no matter what category of travel is selected.

    Trip Barrett is head of Travel Marketing Content and chairs the Portada’s Travel Marketing Board, including top-notch executives from the Travel Industry like Jennifer Adams [MD-Integrated Marketing, American Airlines], Ricardo Casco[Global Sales & Integrated Marketing, Avis Budget Group], Pablo Chiozza [SVP USA, Canada & Caribbean, ‎Latam Airlines], Alan Duggan [Regional VP Business Development, The Americas, ‎Meliá Hotels], Roberto Muñoz [VP, Strategic Partnerships & Loyalty, Aeromexico], José Luis Pérez [Head, Marketing Performance, Volaris] , Luis Perillo [VP, Sales & Marketing, Caribbean & Latin America, Hilton], Ángel de la Tijera [Top Accounts Commercial Head Mexico & Latin America, ‎American Express], and Alvaro Valeriani [Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels]. This board, as well as the other Portada councils, will meet at PORTADA MIAMI, on 18-19 April. Click here to save your spot!

    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.

    Portada Council System members are more than 70 senior brand marketing, agency and media executives from all over the Americas. Their input drives Portada’s content and networking platform. Portada Miami on April 18 and 19 in the brand new Hotel EAST will be a stellar setting for the official launch of the  Council System and for the meetings of the five different Council units. Most Council System members are also available for one-on-one meetings with attendees of Portada Miami who are Premium Level Ticket holders.

    The Five Units of Portada’s Council System:

    The Council of the Americas is the highest level unit in Portada’s Council System. Members are highly regarded C-level executives.

    Perla Patricia Aragón León, Digital Marketing Director MX, L’Oréal
    Ricardo Arias Nath, CMO, PepsiCo Latin America
    Marcos Baer, president, Portada (Board Chair)
    Adriana Bellinatti Grineberg, Regional Director, Pan-regional Latam, CENAM & Caribbean, Facebook
    Gonzalo del Fa, President Multicultural, GroupM
    Ana Ferrel, SVP, Marketing and Corporate Communications, MasterCard
    Bruno Lambertini, CEO, Circus Marketing
    Alberto Pardo, Founder & CEO, Adsmovil
    Julian Porras, Chief Executive, Latin America Omnicom Media Group
    Juan Manuel Romero, CEO, Metro International
    Juan Saldivar, CEO & Founder, SWS (Board Coordinator)
    José Maria Sanabría, CEO, GroupM Latin America

    Additional C-level Portada Council of the America will be announced shortly.

    A committee of brand marketing executives that target consumers through cultural insights and passion points throughout the Americas.

    Patricia Aragón, Digital Marketing Director, L’Oreal Mexico
    Margie Bravo,  Marketing Multicultural Champion, Coffee Mate, Nestle
    Natalie Bursztin, Marketing Director, Totto
    José Camargo, E-Commerce Subdirector, Best Buy Mexico
    Angel Carmona, Regional Marketing Manager, Wilson Latin America
    Javier Delgado, Group Director, Multicultural Marketing, Coca-Cola Company
    Yamile Elias, Director of Business Innovation & Marketing, Pepsico

    Kristin Sanchez, Multicultural Marketing Manager, Nestle USA
    Marissa Fernandez, Director, Marketing Strategy and Fan Development, NFL
    Manny Gonzalez, Senior Director-Multicultural, Moet-Hennessy USA
    Carlos Leal, Senior Marketing Manager, Latin America, Abbott Laboratories
    Cesar Melgoza, CEO & Founder, Geoscape
    Kerina Mora,  Marketing Coordinator, Allstate Insurance
    Iker Palazuelos Atolini, Salomon Latam, Brand Manager
    Yvette Peña, VP, Multicultural Leadership Hispanic/Latino Audience Strategy, AARP
    John Sandoval, Senior Brand and Latino Marketing Manager, Intuit
    Ana Soto, National Media Manager, JC Penney
    Cesar Taveras, Digital Marketing Manager, Rosetta Stone
    Rafael Lopez-De-Azua, Head of Media and Digital – LATAM (Director), Coty
    Seraj Bharwani, Chief Strategy Officer, AcuityAds

    Additional major brand marketing executives will be added in the next few weeks.

     

    A committee of senior media buying executives that use passion points and cultural insights to target consumers throughout the Americas.

    Jose Bello, Total Market, Senior Director, Hearts & Science
    Anabela Bonuccelli,
    Managing Director, Havas Media Group
    Dana Bonkowski, SVP Multicultural Lead, Starcom
    Darcy Bowe, SVP, Media Director, Starcom
    Karina Dobarro, VP Managing Director Multicultural Brand Strategy, Horizon Media
    Marina Gunther, México Head of Trading, GroupM
    Pablo Izquierdo Grandal, VP Client Services Latam, Havas Media Group
    Ronald Mendez, Managing Partner Multicultural Lead, MediaCom
    Parker Morse, Founder & CEO, HCode Media
    Alvaro Pereda, Latam Deputy Head of Trading, GroupM
    Michael Roca, Director Total Market Strategy, Procter & Gamble, Hearts & Science
    David Queamante, SVP Media Director, UM Worldwide
    Jorge Serrano, Latam Head of Trading, GroupM
    Jessica Soto, Miami Head of Trading, GroupM
    Garth Tiedje, SVP Director Video Investment, Horizon Media
    Vilma Vale-Brennan, Managing Partner & Client Lead, Wavemaker
    Lauren Wormser, Communications Planning Director, Mediacom
    Jessica Roman, VP, Media Director, Publicis Groupe

    Hugo Faria, Global Business Director, PHD Worldwide
    Guillermo Florez H, Marketing Science and Strategy Director, Omnicom Media Group
    Ricardo Fragale, SVP, Regional Trading Director PMX Latin America, Publicis Media

     

     

    A highly regarded group of marketing executives that share their enthusiasm about travel and hospitality services as key passion points to engage consumers.

    Jennifer Adams, Managing Director-Integrated Marketing, American Airlines
    Ricardo Casco, Global Sales and Integrated Marketing Strategies, Avis Budget Group
    Pablo Chiozza, SVP USA, Canada & Caribbean, ‎Latam Airlines Group
    Alan Duggan,  ‎Regional VP Business Development ,The Americas, ‎Meliá Hotels
    Roberto Muñóz, VP, Strategic Partnerships and Loyalty, AeroMexico
    José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
    Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
    Angel de la Tijera V. Top Accounts Commercial Head Mexico & Latin America, ‎American Express
    Alvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels Corporation

    A group of senior brand marketing executives that are very passionate about the strength of soccer and sports content throughout the Americas

    John Alvarado, VP Brand Marketing, Crown Imports
    Shawn Bryant, Managing Director, Intel Sports
    Ward Bullard, Board Chair of Athletics Department, Stanford University
    Ed Horne, EVP, Endeavor Global Marketing, Endeavor
    Jorge Inda Meza, Marketing Director West Region (CA, NW, AZ, Hawaii), Anheuser- Busch
    Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
    Michael Neuman, EVP, Managing Director, Scout Sports and Entertainment
    Felix Palau, VP Marketing, Heineken
    Mike Tasevski, Vice President, North America Sponsorships, MasterCard
    Tiago Pinto, Head of Gatorade – Latin America, Pepsico
    Eduardo Perez , Partner & Founder, PM3

    Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

     

    Portada Presents Its Travel Marketing Board of Senior Brand Execs. Their input will drive Portada’s content and networking platform.

    Trip Barrett, a Global Brand Management and Business Development Leader with extensive experience in Hospitality, E-Commerce, and Entertainment Industries, will chair Portada’s expanded Travel Marketing Board, consisting of Senior- level Marketing Executives from leading companies across the Hospitality / Travel industries. He has lived in 9 countries on 4 continents and is an avid traveler who still gets that sense of excitement before beginning each trip. The first Travel Marketing Board in-person meeting will take place during Portada Miami (April 18-19, 2018, EAST Miami Hotel). 

    The group of senior travel marketing executives who are very passionate about the hospitality and travel industries throughout the Americas includes:

    Jennifer Adams, MD, Integrated Marketing, American Airlines
    Ricardo Casco, VP, International Sales, Avis Budget Group
    Pablo Chiozza, SVP, USA, Canada & Caribbean, Latam Airlines Group
    Roberto Muñoz, VP, Strategic Partnerships and Loyalty, Aeromexico
    José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
    Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
    Ángel de la Tijera V, Top Accounts Commercial Head Mexico & Latin America, American Express
    Álvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, Hyatt Hotels Corporation
    Alan Duggan, Regional Vice President Business Development The Americas, Meliá Hotels International

    Additional senior members of this invitation-only community of senior travel marketing executives will be announced soon.

    Most Travel Marketing Board members will be available for one-on-one meetings with Premium Level ticket attendees of Portada Miami on April 18-19.

    To find out more about how Portada’s content and relationship platform can help your brand, please contact Portada Sales Manager Isabel Ojeda.

    Major brand marketers and innovators will gather at the tenth annual edition of Portada Miami in the Hotel EAST on April 18 and 19 to discuss topics like Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

    Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs.

    To ready the discussion for Portada Miami, Portada’s Chair of the Travel Marketing Board Trip Barret wrote the article below on 4 Ways Airlines Can Learn From Major Retail Brands.

    What: With Amazon’s launch of Amazon Go a “first” in the Retail Industry, we look back at another game-changing ‘first’ in the airline industry: the introduction of the first 747 by Pan Am.
    Why it matters: Both the Airline and Retail Industries are having to reinvent themselves continuously to be both profitable as well as the preferred choice of  consumers. Looking at how Amazon  vs  the Airlines build their Consumer / Brand relationships, we can see which efforts  bring more “value” into that relationship and, ultimately bottom line.

     

    The news came out on January 22nd that Amazon had officially launched Amazon Go, widely believed to be the next transformative, and arguably disruptive step in the retail industry. This reminded me of a similar, widely heralded launch on January 22nd, in 1970, by Pan Am: the Boeing 747. The introduction of that flight greatly expanded air travel throughout the world, allowing lower fares and more non-stop flights over longer distances.

    Related imageWhile the Airline and Retail Industries may have more perceived differences than similarities, the visions of Pan Am’s Juan Trippe and Amazon’s Jeff Bezos to make their globally-recognized companies bigger, bolder, and more ready to reach everywhere, are certainly in lockstep. But, unlike Pan Am, long recognized as a trailblazer faded into the history books of Iconic Brands, Amazon continues to generate increased demand and loyalty from its core customers, while creating new opportunities to bring new customers into the fold. In this article, I outline the main ways airlines can learn from the successful efforts Amazon has introduced.

    1. The Classic 4 P’s: Product, Price, Promotion, and Place

    The Airline Industry today is certainly much different from the glory days of Pan Am —passengers are a commodity, customer loyalty has dwindled as loyalty programs are devalued, aircrafts are likened to real estate (pitch vs profit), and while progress has been made in employee / management relations, the overall customer service “guest experience” still has a long way to go.

    Looking at the Airline Industry through the lens of Jerome McCarthy’s Marketing Mix of the 4PsProduct, Price, Promotion, and Place, it is easy to conclude that most US Airlines have executed well against this model (and should continue to do so). In fact, you could even say that two additional P’s have been added successfully to the mix: Performance (load-factors, scheduling, fuel efficiency) and Profit (especially in ancillary fees).

    Airlines have managed to add two additional P’s to the mix: Performance and Profit.

    Airlines are increasingly investing in newer aircraft models (Product) and consumers have even more fare options, thanks to the introduction of “Basic Economy” (Price). In today’s Digital World, messaging, targeting and multiple offer options are available (Promotion), and given the consolidation of the Legacy Carriers as well as the growth of Low-Cost and Ultra Low-Cost Carriers, more and more destinations are being served by giving consumers more options (Place).

    2. More P’s to Take Into Account

    However, in the process of getting the 4 P’s right, the Consumer / Brand relationship has been increasingly overlooked, and it contributes a great deal to the long-term success of a company. In this context, two more P’s should be considered: ‘Persona’ (how the consumer feels about his or her ‘relationship’ with the brand, about its stance on social issues and employee relations, and how well he or she is treated), and ‘Preference’ (the consumer’s commitment / loyalty to the brand and vice versa).

    If you take care of [your employees], they’ll take care of your costumers.
    Bette Nash is the oldest working flight-attendant, with over 60 years of service at American Airlines.

    Videos and social media postings of on-board interactions between flight crew and passengers are as disturbing as seeing uniformed crew members picketing for new contracts; and  these can impact a customer’s perception and choices. As Bill Marriott learned from his father, and still incorporates  at Marriott, “If you take care of them (employees), they’ll take care of your customers and the customers will keep coming back again and again.” American Airlines recently celebrated Bette Nash’s 60th anniversary as a Flight Attendant; when interviewed, Bette revealed the ‘secret’ of how a Brand can successfully engage the ‘Persona’ point: “I love my people. I know my customers. I know what they want. The airline thinks names are important, but I think people’s needs are very important. Everybody wants a little love.”

    The airline thinks names are important, but I think people’s needs are very important. Everybody wants a little love.

    The second P, Preference, has really seen major changes in the last few years as the Airline Industry has massively changed their loyalty programs (devaluing miles, increasing award level pricing, adding minimum spend requirements, and fare-based vs distance-based mileage earnings) while trying to convince their loyal flyers that it is in their best interest. However, there is an inherent flaw in this approach: with almost all airlines, travelers must re-qualify their status each year to continue to be ‘appreciated and valued’ by the Airline. If the traveler’s business with the Airline reduces in a given year, the ‘love’ or status returned will also diminish—which then begins a downward spiral of the overall relationship between consumer and brand.

    3. All Relationships Need a True Purpose

    This yearly ‘dance’ reminds me of a poem by an unknown author which outlines the 3 types of friendships: 1) Friends for a Reason (to meet a need, but ends once that is accomplished), 2) Friends for a Season (to grow and seek new experiences which bring great joy, but are also of limited duration), and 3) Friends for Life (indefinite relationships built upon emotions and commonly shared experiences.) By applying these concepts to Consumer / Brand relationships, my assumption would be that a majority of the relationships consumers have with brands would fall into the “Reason” or “Season” categories, with few falling into the “Life” category.

    [A buyer’s] decision may fall into the ‘Brand for a Reason’ category, more so by accident than by design.

    Given the transparency of the digital world, the airline and hospitality industries, in general, fit squarely into this analogy. For the infrequent, or price-sensitive traveler who will most likely seek out options via the web on Expedia, Priceline or Kayak vs checking with an individual airline, his or her decision falls into the “Brand for a Reason” category —which may be a one-time occurrence or may happen again—, more so by accident than by design or conscious choice.

    Road warriors will maximize their efforts to concentrate their business with one carrier in order to achieve the ever-elusive elite status. These travelers fall into the “Brand for a Season” category—and while they make the best of it during the high-travel years, they ultimately know (or come to realize) that the relationship won’t last forever and ultimately they will part ways with the Brand (unless they are in the small group of Ultra Road Warriors who manage to earn one of the “Status for Life” Elite levels.)

    Then there are those consumers who do establish a relationship with a brand, perhaps first through the original 4P’s of marketing. As they mature, they find the brand also satisfies and delivers on their Persona and Preference expectations—they’ve entered the “Brand for Life” category.

    4. Taking a page from Amazon’s book

    Having consumers enter the “Brand for Life” category is a huge accomplishment for an Airline, or for any industry, and it is exactly what Jeff Bezos and Amazon have accomplished. From its inception, Amazon’s mission and vision have been “To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online, ” and it has delivered on that since day one. The Four P’s of Marketing-Check. Performance-Check. Profit-check out the stock price!. So how about Persona and Preference?

    Customers are all treated equally well—whether a Prime Member or the occasional shopper. As it expands, Amazon continues to emphasize increasing its knowledge of its customers, while simplifying their lives as well as their purchasing decisions. It has grown from selling books, music, and videos, to bringing unlimited options to their customers across multiple touch-points—from consumer goods to groceries, to technology, to streaming content. Preference-Check. As Amazon narrows its search for its second headquarters (which will add new employment opportunities) and progresses with its newly announced efforts with Berkshire-Hathaway and JP Morgan to address employee health care costs/needs, it continues to show its leadership and vision for planning for the future, further endearing itself to its consumers, who have come to expect remarkable things from the company. Persona-Check.

    And so, January 22nd stands out as a significant date for two Iconic Brands albeit nearly 50 years apart: the launch of the first scheduled 747 flight, recalling Pan Am, the Airline that transformed the way the world travels, and the launch of Amazon Go, Amazon’s next step in meeting and exceeding its customers’ needs and expectations, and impacting the retail industry into the foreseeable future. The Airlines are much better positioned for success than Pan Am, but the true measure will be whether they can develop the strong Consumer / Brand Relationship with its customers the way Amazon does on an ongoing basis.

    Trip Barrett is head of Travel Marketing Content and chairs the Portada’s Travel Marketing Board, including top-notch executives from the Travel Industry like Jennifer Adams [MD-Integrated Marketing, American Airlines], Ricardo Casco [Global Sales & Integrated Marketing, Avis Budget Group], Pablo Chiozza [SVP USA, Canada & Caribbean, ‎Latam Airlines], Alan Duggan [Regional VP Business Development, The Americas, ‎Meliá Hotels], Roberto Muñoz [VP, Strategic Partnerships & Loyalty, Aeromexico], José Luis Pérez [Head, Marketing Performance, Volaris] , Luis Perillo [VP, Sales & Marketing, Caribbean & Latin America, Hilton], Ángel de la Tijera [Top Accounts Commercial Head Mexico & Latin America, ‎American Express], and Alvaro Valeriani [Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels]. This board, as well as the other Portada councils, will meet at PORTADA MIAMI, on 18-19 April. Click here to save your spot!

    For the tenth annual edition of Portada Miami we are kicking it up a notch or two :-). First, We are having our marquee Miami event in the brand new design hotel EAST Miami in Brickell, which will also be the setting for the official launch of Portada’s brand new Council System of more than 50 senior brand marketing executives from all over the Americas. Second, Portada Miami Premium Level Ticket holders will be able to meet Portada council members and other VIPs present at Portada Miami for one-on-one 10 minute meetings.

    https://www.portada-online.com/events/PortadaMIami/

    Expect the best content, fun interactive functions and great food and drinks in one of Miami’s best hotels! The forward-looking agenda will cover disruptive and innovative topics such as machine learning, VR, and data intelligence for more efficient marketing and more.

    An additional attraction is the option we offer Portada Miami Premium Level Ticket holders to meet Council members and other VIPs present at Portada Miami for one-on-one 10 minute meetings. These include executives from companies including Anheuser-Busch, Allstate, ComCast, L’Oreal, JC Penney, PepsiCo, GroupM, Heineken, Starcom, MasterCard, Wilson and dozens more! Check out the list below, and fill out this online form with your choices! We will get back to you! Questions?  Reach out to Marketing and Sales Coordinator  Andrea Arizmendi.

    • Senior Marketing Manager, Latin America, Abbott Laboratories
    • VP Strategic Partnerships and Loyalty, Aeromexico
    • Director Consumer Marketing-Sponsorships, Allstate Insurance
    • Manager, Consumer Marketing, Allstate Insurance
    • Managing Director-Integrated Marketing, American Airlines
    • Head of Marketing West Region, Anheuser- Busch
    • VP International Sales, Avis Budget Group
    • E-Commerce Subdirector, Best Buy Mexico
    • Marketing Multicultural Champion, Coffee Mate, Nestle
    • Director of Media, Brand Strategy, Comcast
    • EVP, Endeavor (ING)
    • President Group M, GroupM
    • Global Marketing Communications Director, Grupo Bimbo
    • CEO, Group M Latin America
    • VP Marketing, Heineken
    • VP, Sales & Marketing, Caribbean & Latin America, Hilton
    • VP, Managing Director, Multicultural Brand Strategy, Horizon Media
    • SVP, Director Video Investment, Horizon Media
    • Regional Vice President Sales & Marketing Latin America & Caribbean, Hyatt Hotels
    • Managing Director, Intel Sports
    • Media Manager, JC Penney
    • Digital Marketing Director, L’Oreal Mexico
    • Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group
    • VP, North America Sponsorships, MasterCard
    • Managing Partner, Multicultural Lead, MediaCom
    • Regional Vice President Business Developement The Americas, Meliá Hotels Intenational
    • Senior Director, Multicultural, Moet Hennessy USA
    • Director, Marketing Strategy and Fan Development, NFL
    • Group Account Director, OMD Multicultural
    • Director of Business Innovation and Marketing, PepsiCo
    • CMO, PepsiCo Latin America
    • Head of Gatorade – Latin America PepsiCo 
    • Director, Publicis Group
    • Senior Marketing Manager, Hispanic Markets, Rent-A-Center
    • Head of Multicultural Marketing, Rosetta Stone
    • Brand Manager Latin America, Salomon Latam
    • EVP Managing Partner, Scout Sports and Entertainment
    • Board Chair at Athletics Department Stanford University
    • ‎SVP, Multicultural Lead, Starcom
    • VP Media Director, Starcom 
    • Marketing Director, Totto
    • SVP, Media Director, UM Worldwide
    • Head of Marketing Performance, Volaris
    • Managing Partner, Client Lead, Wavemaker
    • Business Manager Latin America, Wilson Sporting Goods
    • VP, Media Integration, Zubi Advertising

    The above list will be expanded with additional major brand and agency players in the next few weeks. Questions?  Reach out to Marketing and Sales Coordinator  Andrea Arizmendi.

    Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your marketing objectives, please contact Portada Sales Manager Isabel Ojeda.