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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.

 

  • HSBC

HSBC wants to triple both onshore and offshore revenues, profits and ebitda in Brazil within five years.HSBC sold its corporate and wholesale banking operations as part the sale of its full Brazil business to Bradesco in 2016.The global bank immediately opened a new Faria Lima-adjacent office in São Paulo to support the international business for Brazilian clients.  At the end of last year, the bank had 65 employees; it now has 100 and expects to close the year with a headcount of between 120 and 140. Alexandre Guião, president of HSBC Brazil,expects HSBC to have around 180 to 190 employees in Brazil by the end of 2020, Euro Money reported.The strategy behind that growth is to become a full-service wholesale and investment bank; there are no plans to re-enter retail or onshore private banking.

 

 

  • Palace Resorts

Palace Resorts – the company that sets the standard in five-star, luxury all-inclusive resort accommodations- announced the restructuring of its in-house marketing teams. Palace Resorts, which has previously managed its marketing and public relations efforts alongside some of the best marketing & advertising agencies, has decided to bring its efforts completely in-house, by building a global marketing team.Palace Resort’s various brands market to a variety of segments in the travel space on a global level including direct consumer, travel industry professionals and those selling meetings and incentives. These marketing efforts are done not only in key markets such as the United States & Canada, but also to other international key vital markets that include Mexico, Latin America, the UK, and Japan among others. To maintain synergies across all world markets, it was important to build a stellar team that could accomplish the task of maintaining brand voice regardless of location or market segmentation. This approach allows the brand to have better control of its brand identity on a worldwide scale.The in-house global marketing & public relations structure is comprised of a team of over thirty talented professionals that include, creative, strategy, digital and content marketing, as well as a team of communication pros. Gerardo Garcia, Vice President Sales & Marketing at USA PALACE RESORTS is a member of Portada´s Travel Marketing Board. 

 

  • The Unicomer Group

The Unicomer Group opened its MegaStore in Aruba, a one-stop shopping concept with six brands under one roof including AMC Unicon, Ashley HomeStore, Optica Unicon, Home and Nature, RadioShack and Smit & Dorlas Coffee Shop, offering a large assortment of products for everyday living, entertainment and enjoyment. The Unicomer Group operates more than 1,100 stores throughout the Caribbean and Latin America, with its retail brands: Courts, Courts Optical, Shop Courts, AMC Unicon, Lucky Dollar, ServiTech, Omni, RadioShack, Ashley Furniture HomeStore, Home and Nature, Ready Cash, Price Hacker and Hagemyer.Unicomer Group brings well-being to more than 1.5 million customers in the market, through the sale of its prestigious brand products at affordable prices. The Group continues with its plans of expansion, and consolidates once again as leader of the retail industry in 26 countries throughout Caribbean, Central America, South America and U.S.A. With the project investment the group will benefit both the local economy and Unicomer Aruba to re-affirm its commitment to positively impact the wellbeing of the countries where it operates.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • CenturyLink

CenturyLink, the second largest U.S. communications provider to global enterprise customers, is making a significant investment to expand its network in the South Florida market. Located in Miami – the gateway to Latin America – the new facility will also help the company serve the skyrocketing demand for enterprise services in Latin America, as well as from South Florida organizations doing business there.The expansion includes a new network gateway, to manage the flow of internet and data traffic on CenturyLink’s robust global network, and a state-of-the-art, high-efficiency data center. Together, they will help drive IT agility for South Florida and Latin American customers for years to come. The gateway will connect to nearby sub-sea landing stations, which provide access to sub-sea communications cables, and a large colocation facility that serves Latin America.

 

  • Choice Hotels International, Inc

Choice Hotels International, Inc. continues to expand through franchise agreements. Choice Hotels relies heavily on expansion in domestic as well as international markets. In the first quarter of 2019, this hotelier awarded 79 total franchise agreements. Alongside domestic growth, the company continues to expand its international footprint in new countries. Key international operating markets include Spain, Colombia, Panama, the Caribbean and Canada. The brand ecently strengthened its presence, with the launch of Clarion Pointe. Expansion of the brand is expected to occur through 21 Clarion Pointe franchise agreements. Meanwhile, in the last year, the company announced an alliance with Sercotel, a leading hotel operator and franchisor based in Spain. This alliance will enable the extension of Choice Hotels’ global footprint in Spain and other markets as well as the creation of opportunities for additional hotel development across Europe and Latin America.

Join us at PORTADA Mexico!

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

For prior Sales Leads editions, click here.

 

  • Toyota

Before customers even step foot in a dealership, Toyota has partnered with Conill and 8th Wall to develop an interactive augmented reality (AR) mobile ad unit for the launch of the greater than ever 2020 Toyota Corolla sedan. The immersive web-based experience allows potential customers the ability to bring the car into their own environment, where they can explore the car’s features from the convenience of a mobile device.The Toyota Corolla Sedan web-based AR experience initially appears as a mobile banner ad. Once clicked, the user’s camera is accessed to enable the AR experience, and a Toyota Corolla sedan appears in the user’s environment. The Spanish-language mobile ad unit includes interactive hotspots that highlight three key features of the vehicle: its moonroof, LED headlights and 18-inch alloy wheels. The user is prompted to explore these features up close and can even go inside the car to view its interior in 360 degrees.This Corolla Sedan interactive AR unit is a first for the brand, as it uses 8th Wall technology, meaning the 3D model is interactive, providing users the ability to tap and turn the headlights on, open the moonroof and tap to see the 18-inch wheels turning.The ad unit will be served to customers in the United States with Android devices, with plans to include iOS customers later this year.  

 

  • Palace Resorts

Palace Resorts – the company that sets the standard in five-star, luxury all-inclusive resort accommodations- announced the restructuring of its in-house marketing teams. Palace Resorts, which has previously managed its marketing and public relations efforts alongside some of the best marketing & advertising agencies, has decided to bring its efforts completely in-house, by building a global marketing team.Palace Resort’s various brands market to a variety of segments in the travel space on a global level including direct consumer, travel industry professionals and those selling meetings and incentives. These marketing efforts are done not only in key markets such as the United States & Canada, but also to other international key vital markets that include Mexico, Latin America, the UK, and Japan among others. To maintain synergies across all world markets, it was important to build a stellar team that could accomplish the task of maintaining brand voice regardless of location or market segmentation. This approach allows the brand to have better control of its brand identity on a worldwide scale.The in-house global marketing & public relations structure is comprised of a team of over thirty talented professionals that include, creative, strategy, digital and content marketing, as well as a team of communication pros. Gerardo Garcia, Vice President Sales & Marketing at USA PALACE RESORTS is a member of Portada´s Travel Marketing Board. 

 

 

  • Valvoline

Univision Deportes announced the official roster of sponsors for its coverage of the 2019 Concacaf Gold Cup (“Copa Oro 2019”). More than 20 brands from across categories have signed on to be part of Univision Deportes’ (UD) exclusive Spanish-language coverage of the only international competition this summer featuring the U.S. and Mexican men’s national teams. UD will telecast all 31 matches live in primetime across three networks: Univision, UniMás and Univision Deportes Network (UDN). Additionally, matches will be available on the Univision Deportes app and on UnivisionDeportes.com, with comprehensive coverage provided across the company’s linear and digital portfolio from June 15 through July 7, 2019. Sprint returns to Gold Cup with a 360-sponsorship across linear and digital. The 2019 Gold Cup also welcomes several first-time supporters of the event including Valvoline, Uber Eats, Jeep brand and AT&T. AT&T, Modelo Especial, Victoria Beer, Corona, Mazda, State Farm, Toyota, Bud Light, Walmart and Wells Fargo will activate around the tournament as part of Univision’s partnership with Twitter. Virtual advertising technology will again be seamlessly integrated into this year’s tournament. The innovative virtual executions will be created for Jeep brand, Modelo Especial and Verizon.On Facebook and YouTube, Univision Deportes will launch its local legends branded content series “Tierra de Gigantes” (Land of Giants) Sponsored by Nissan. See Portada´s exclusive interview with Tim Ferrell, Valvoline VP. 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Allergan

Global pharmaceutical company Allergan has named Spark Foundry its U.S. media AOR following a review. Spark Foundry will handle  media strategy and planning, content and analytics for the U.S. Longtime incumbent MediaCom did not defend, according to sources. Allergan spent over US$378 million on measured media in the U.S. in 2018 and a little over US$72 million in the first quarter this year, according to Kantar Media.

 

 

 

  • Hornitos® Tequila

Hornitos® Tequila, a premium tequila brand with a history of challenging the status quo, announced a collaboration with multi-platinum award-winning singer and songwriter Prince Royce to inspire fans to take a shot at moving their music career forward. In collaboration with sweepstakes-for-good platform Prizeo, aspiring musicians age 21 and older have the once-in-a-lifetime chance to win one of three mentoring experiences with Prince Royce, including an in-studio session with the singer in Miami. What is required to enter? The bold willingness to take a chance and a small donation to the League of United Latin American Citizens (LULAC), a cause close to Hornitos and Prince Royce alike.To enter, fans must visit www.prizeo.com/hornitostequila now through July 12, 2019 and donate US$10 or more to LULAC, the largest and oldest Hispanic organization in the United States. Donations will support America’s Hispanic population and LULAC’s efforts to empower aspiring Hispanic Americans. Entrants will have the chance to win one of three experiences with Prince Royce. This opportunity comes as part of Hornitos Tequila’s “A Shot Worth Taking” campaign, which seeks to inspire and encourage fans to get out of their comfort zone and take their shot in life.Nearly 70 years later, Hornitos® continues to push the boundaries of tequila making with innovations such as the barrel aged Hornitos® Black Barrel® Tequila and Hornitos® Cristalino.

 

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!)

 

 

GSMA, a trade body that represents the interests of mobile network operators worldwide, has appointed Javier Piñeiro new Head of Latin America amid the region’s mobile boom. Piñeiro comes to the mobile alliance from a previous position as Google’s Commercial Director, which he held from January of 2012 to July of 2018.

 

 

 

 

Adriel Labbé is the new Marketing Director of Pernod Ricard Argentina.

 

 

 

 

 

 

Agency Mercado McCann Argentina has appointed Maria del Pilar Echeverria Planning Director.

 

 

 

 

 

 

 

Dentsu Aegis Network Media has appointed Jonathan Scarpetta as Chief Strategy Officer for the Latin American region. He will report to Mauricio Sabogal, Chairman DAN Media & President of Amplifi Latin America.

 

 

 

 

 

Alexandre Antonello is the new Head of Marketing – Latin America and Caribbean at Burger King Corporation. He will be based in Miami.

 

 

 

 

 

 

 

Palace Resorts announced the restructuring of its in-house marketing teams and new appointments:

 

 

 

Kathy Halpern has been promoted to Vice President of Global Marketing, overseeing all digital, branding and marketing efforts.

Michelle Catin has been promoted to Senior Director of Marketing, supporting all digital and traditional marketing, as well as social media efforts.

Peter Baedita is the new Creative Director while Juan Zuluaga is the new Digital Marketing Manager.

Kelly Liszt has been named Senior Copywriter.

Cessie Cerrato has been promoted to Vice President of Public Relations.

 

 

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!)

HOLA USA has officially named Miguel Sirgado Editor-in-Chief. Sirgado will oversee editorial content for the Hola USA brand. Sirgado’s diverse cultural background, coupled with strong journalistic expertise span the worlds of art, architecture, interior design, entertainment, lifestyle, and fashion. He’s written for a host of leading media outlets including Vogue Brasil, Vogue en Español, El Nuevo Herald, People en Español, Ocean Drive Magazine, Casa y Estilo, Travesías, O Tempo and Cubaencuentro. He was the Entertainment Editor at People en Español for 8 years and the editor of Galería 305 and Revista Viernes, the Sunday and Weekend magazines at El Nuevo Herald, for 2 years. Sirgado was born and raised in Cuba.

 

Debbie Vazquez, OMD Multicultural Strategist at Omnicom Group, is leaving the agency. Vazquez spent almost 4 years at OMD.

 

 

 

 

 

The Telemundo Station Group announced the leadership team for WZDC Telemundo. Janette Luviano will lead the station’s newsroom as News Director, Will Hildebrandt has been named Vice President of Sales, and Nestor Alvarenga will oversee and execute the station’s community affairs strategies as Community Manager.

 

 

 

 

Luviano brings 25 years of experience in television, radio and print to her new role as News Director for WZDC. She has worked for both Telemundo and Univision local television stations, most recently as an executive producer at WNJU, the local Telemundo owned station in New York.

 

 

 

 

As Vice President of Sales, Hildebrandt will lead a team of seasoned sales professionals to develop and implement local, national and sales strategies across WZDC’s broadcast and digital platforms. He brings more than 12 years of sales and leadership experience including four years as director of business development for the Telemundo Station Group.

 

 

 

 

 

Alvarenga joins WZDC Telemundo from the Office of Community Partnerships in Montgomery County, Maryland where he worked as Latin American Community Liaison. In that role, Alveranga worked with key Hispanic constituencies including community organizations and stakeholders to forge a strong relationship and direct line of communication with the county to better serve the county’s Hispanic community.

 

 

 

 

Aimee Lapic has been appointed Chief Marketing Officer at Pandora. Most recently, Lapic was CMO at Banana Republic and general manager of BannaRepublic.com, and spent 13 years total at Banana Republic parent company Gap Inc.

 

 

 

 

 

The Interactive Advertising Bureau (IAB) announced that Patrick Dolan, the trade group’s Executive Vice President and COO, has been promoted to President of the digital media and marketing organization. Dolan, who joined IAB in 2007 as Chief Financial Officer, will now oversee all P&L for IAB, while providing strategic guidance for the entire organization. He will continue to directly supervise the Finance and Operations, and Learning and Certification teams. In addition, he will take on direct oversight of the Investment and Relations, Marketing, and Events Operations teams.

 

 

 

IAB also announced that Anna Bager has been named Executive Vice President of Industry Initiatives. She joined the trade group in 2011 to establish and lead the IAB Mobile Marketing Center of Excellence and then subsequently launched and led the IAB Video Center of Excellence, serving as Senior Vice President and General Manager of both. In her expanded leadership role, she will supervise all three of the trade group’s Centers of Excellence, including the Data Center of Excellence. The Research team will report to her as well. In addition, she will oversee all of the IAB Committees and Councils, and the organization’s thought leadership activities.

 

 

Dolan and Bager will report directly to IAB CEO Randall Rothenberg.

In tandem with these changes, IAB named Susan Borst Vice President, with a mandate to further the organization’s initiatives in native advertising and content marketing, which she largely built after joining the digital industry group in 2012. Prior to IAB, Borst worked at leading advertising agencies, including Hill Holliday and Grey Worldwide. Most recently, she served as the Deputy Director of the IAB Mobile Marketing Center of Excellence.

 

 

 

 

David Doty, IAB Executive Vice President and CMO, announced his intention last month to exit IAB at the end of 2017, and return to consulting, after 11 years helping to build the IAB into one of the most potent industry associations in the United States. A seasoned marketing and media consultant before he joined IAB, Doty will relaunch Flatiron Communications, his media industry consultancy. Doty joined IAB from Booz Allen Hamilton in 2007.

 

 

 

 

Former Rapp and BBDO exec Rick Doerr has been appointed Meredith Xcelerated Marketing (MXM) executive group director. Based in New York, Doerr will report to MXM Chief Client Officer Tom Sebok.

 

 

 

 

Palace Resorts has promoted Michelle Catin to Director of Marketing & Social Media. In her new role, Michelle will be responsible for the implementation of marketing initiatives, social media strategies as well as the continuous development of content creation and implementation. Michelle has been with Palace Resorts for five years and has been managing e-commerce and social media initiatives. Prior to joining Palace Resorts, she worked at a public relations firm.

 

 

Adam Grohs is no longer head of North America business development at SapientRazorfish, Ad Age has reporte. His departure was confirmed by the agency.

The PortadaLat Awards have announced the 2017 Travel-oriented Award nominees. Voting is open through May 19 to determine the winners of two categories: Top Travel Marketing Campaign and “Viajero Inteligente” Business Traveler Award. Below are the 15 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote which candidates win. Check out the nominees and vote for your favorite now!

Don’t forget to register to join top travel industry leaders and game changers in Miami, June 7-8 for the ninth annual #PortadaLat Conference. The event kicks off on June 7 with a spotlight on travel marketing in the U.S. and Latin America. Learn more about Portada’s new ticket options and full agenda.

‘Viajero Inteligente’ Business Traveler Award

Individual business travelers, including journalists, as well as companies. The nominees explain why and how traveling to Latin America has substantially helped them to get new ideas/perspectives to grow personally and in business.

Ian Mader

Ian MaderIan Mader is the Associated Press Florida news editor based in Miami. His Spanish skills and his international experience are an asset to AP’s coverage of the cosmopolitan state of Florida.

 

Ignacio Cassinelli

Ignacio CassinelliSocial Media Maven and Soccer Expert Ignacio Cassinelli was born in Latin America (Uruguay). Cassinelli’s thorough understanding of the Latin American sports fans are a very important asset he uses as a key executive at Charlotte, NC, based AC&M Group.

Las Travel Blogueras

Las Travel BloguerasAmanda from “Las Travel Blogueras” is a globe trotter, she’s constantly traveling, not only for campaigns and coverage but for inspiration and motivational as well. She moved to Mexico as a student to learn Spanish, and also participated in an abroad program in Ecuador where she lived there to immerse in the culture. With her friend Andrea from Argentina, their blog “Las Travel Blogueras” has taken off as a top US Hispanic social platform to share experiences from all over Latin America and the USA with a Latino twist. Traveling has definitely helped her get new ideas and perspectives to grow personally and in business.

Link to Campaign/Brand.

Layla Caballero

Layla CaballeroMedia executive Layla Caballero has extensive sales and operational leadership experience defining and developing business opportunities in both traditional and new media environments. Her Latin American background and passion have been an asset for her career in multicultural media.

Mariana Ferrari

Mariana FerrariI have an online education platform. I publish a video every week called HappyMonday. However, the way to really grow my business is to visit my top markets (Mexico, Spain, Argentina) and meeting my fans and followers. When I do that, I get to understand exactly what is it that they really need to overcome in order to move a step forward in their lives. In one of my visits last year to Madrid, I realized that the one key thing that Latin’s fear is to be criticized.

So, I did to videos (one celebrating my birthday from Madrid and talking about the city and one speaking about how to overcome the fear of being criticized.

Accomplish your dreams (video from Spain) which mix travel tips with personal development tips: https://youtu.be/amRK9RmLeU8

Link to Campaign/Brand.

Myriam Marquez

Myriam MarquezMyriam Márquez is the executive editor of el Nuevo Herald, the largest Spanish-language daily in the U.S. Born in Havana, where her mother taught school and her father shuttled tourists around in his taxi, Márquez’s life in Cuba came to an abrupt halt when Fidel Castro seized power. Márquez, who began her career as a local news reporter, found her niche in sharing views as a columnist and editorial writer, exposing wrongs, advocating for the rights of all citizens and sharing tales through the lens of a bilingual, bicultural experience.

Top Travel Marketing Campaign – Presented by HSMAI

Brands and their agencies (Brand/Agency) who have done campaigns promoting travel and hospitality related services. The campaign should have targeted audiences in the U.S. and/or audiences in Latin America over the last 12 months. Please provide information about brand/agency, objective/media (earned and paid) as well as the results of the campaign.

“Discover Your Aloha” Hawaii Tourism / Expedia

“Discover Your Aloha” Hawaii Tourism / ExpediaThe Hawaii Tourism Authority (HTA) and Expedia joined forces on a travel marketing campaign, promoting vacations in the Hawaiian Islands with new facial-recognition software. Titled “Discover Your Aloha,” the campaign made use of a microsite, discoveryouraloha.expedia.com, that offers users a chance to view drone video footage captured in the Islands. As the video plays, the site’s facial-recognition software, developed specifically for the campaign, identifies which imagery elicits the most positive response from the viewer.
A facial recognition algorithm then identifies the viewer’s personal preferences and creates customized travel recommendations within Hawaii. Site users can then book a personalized vacation package that offers discounts of up to 50%, including exclusive offers from participating Hawaii hotels.
The yearlong campaign, launched Sept. 26, functions on desktop and mobile devices and is aimed at consumers across the U.S. Canada, Australia, and New Zealand, with promotional advertising running on Expedia, Hotels.com, Orbitz and Travelocity.

brands travel/ visit Houston

brands travel/ visit houstonBrands Travel has been in charge of the development of a fully integrated marketing campaign to create awareness of Houston as a leisure destination, increasing overall inbound travel from Mexico as its leading international market.

As the marketing agency of record for Mexico and Latin America, Brands Travel has worked with Visit Houston in the development of a fully integrated marketing campaign; named HOLA HOUSTON that includes branding, social media, PR, content, special events and media, with the objective to generate both offline and online awareness as a leisure destination.
As a result, visitors from Mexico have surpassed the 2 million mark. Additionally, social media has exponentially grown 450% in the past year.

We integrated a social media influencer strategy, generating more than 10 million impressions on a target market and over 2 million USD in media ROI.

Link to Campaign/Brand.

Take a look at this year’s nominees and start voting for your favorite campaign, marketer, brand, and media professional, out of seven categories participating in the 2017 #PortadaLat Awards. Voting is open to the public and ends Friday 5/18! The top three voted candidates per each award category will move on to the finalist round. Finalists will be announced on May 24! The PortadaLat Award Jury will then cast the final votes to determine this year’s winners announced at the PortadaLat Award Ceremony on June 7-8 in Miami.

Below you will find the 2017 PortadaLat Award categories and nominees.

To cast your vote, follow this link.
Congratulations and best of luck to the all the nominees!


‘Viajero Inteligente’ Business Traveler Award

  • Mariana Ferrari
  • Sandra Cires Art
  • Las Travel Blogueras
  • Traveling WIth Gaby
  • Myriam Marquez
  • Ignacio Cassinelli
  • Yined Ramirez
  • Layla Caballero
  • Ian Mader

Top Golazo Award

  • Suicide Squad/Minute Media
  • MediaMasterCard/Universal McCann
  • Juanfutbol
  • Pepsi “Momentos”/UEFA Champions League/BBDO
  • Scotiabank/F.C. Barcelona
  • Lifeline of Ohio/Os Group Sports
  • Audi Summer Tour/FC Bayern Munich LLC
  • Inter Milan/Gravity
  • Mariana Ferrari
  • AT&T/MNT/The Marketing Arm
  • Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario
  • MLS “Stand as One Campaign”/Brooklyn Brothers
  • USL “Raise Your Game”
  • Johnson & Johnson/MLS/U.S. Soccer
  • Target/MLS

Top Digital Innovator

  • Taboola
  • 360 Social Media Celebration/17th Annual Latin GRAMMY Awards
  • Alcance Media Group
  • DSP Adsmovil
  • SocialPubli.com
  • LatinOn Inc.
  • Mobrain by Headway
  • Pongalo
  • Sociomantic Labs
  • Sporty Heroes
  • Univision Deportes
  • Zed E-Reading Service/ Revistas Personal Argentina
  • Training Camp For Fans By Tigo Music

Top Latin Online Video Campaign

  • 360 Social Media Celebration/17th Annual Latin GRAMMY Awards
  • Live Social/Global Mind
  • Unboxing 2008/Global Mind
  • National Baseball Hall of Fame/La Vida Baseball
  • RAM 1500/UM/LatinOn
  • Palm Era
  • MasterCard-Universal McCann

Top Panregional Marketing and Media Professional

  • Alberto Pardo (Banano), CEO Adsmovil
  • Francisco Garcia, Partner Exiber
  • Maria Flor Palazzolo, Medula
  • Susan Stipcianos, Co-founder – Dream Team Agency
  • Juan David Pinzon, ‎Founder, President & CEO Ariadna Communications Group
  • Vicente Jubes, CEO and LatinOn
  • Rafael Urbina, CEO Vix
  • Victor Lopez, Head of Digital Media, Havas

Top Travel Marketing Campaign – Presented by HSMAI

  • Palace Resorts/Ariadna Communications Group
  • MasterCard Priceless Cities/Universal McCann
  • Fairmont/Sojern
  • “Discover Your Aloha” Hawaii Tourism/Expedia

 Top Video Creator

  • HISPANOPOST.COM
  • @JoseResendez
  • #Unstoppable LATINAS/webcitygirls
  • 17th Annual Latin GRAMMY Awards Social Media Celebration
  • La Voz Media Group
  • Mariana Ferrari
  • MELODIC
  • Sandra Cires Art

 

Voting Details

– Voting Period: Monday, May 8 – Friday, May 19

– Online Voting Form: https://www.portada-online.com/events/portadalat/#Awards

– To vote: Please fill out the online voting form here. Click on each award category name to view the drop down menu of candidates, click on the candidate photo to learn more, then make your selection below. Voters will be allowed to vote once per each award category. After making all of your selections be sure to click the “Cast Your Votes” button at the bottom of the form!

– Finalist will be announced on May 24.

 

 

Winners in 12 different categories were announced during the Award Ceremony at PortadaLat. Check out all the winners and pics below!

Top Marketer To Latin American Audiences

  • Edgardo Tettamanti

 Top Latin Online Video Campaign

  • Palace Resorts

Top Panregional Advertising Campaign

  • Mastercard

 Top Latin American Digital Innovator

  • Sociomantic Labs

 Top Content Provider To Latin American Audiences

  • BBC Worldwide Latin America & US Hispanic And Zed USA

Top Latin American Digital Media Agency

  • Ariadna

Top Latin American Media Buying Agency

  • Initiative

 Best Use Of Data In A Marketing Campaign

  • Posthaus/SocioMantic Labs

Top Panregional Marketing And Media Professional

  • Fernando Monedero 

Top Travel Marketing Campaign

  • CVC And Sociomantic Labs

Top Panregional Integrated Advertising Campaign

  • Nikon

 Top Latin Content Marketing Campaign

  • BBC Worldwide Latin America & US Hispanic And Zed USA

Grand Winner

  • Sociomantic Labs

After thousands of votes were casted, the three most voted nominees per category have been established. Now the award jury, comprised of major brand marketers, will choose the winner in each of the categories! Winners to be announced at the Award Ceremony on Day 2 of PortadaLat on June 9. Get your Day 2 (or the Combo Day 1 and 2 Ticket) here!

Marketer To Latin American Audiences

● Anita Timotheo – Sandoz Latin America

● Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company

● Edgardo Tettamanti, SVP Marketing LAC, MasterCard

Top Latin Online Video Campaign

● UFC 193 Halloween/Wikot

● Peugeot/Global Mind

● Palace Resorts/Ariadna

Top Panregional Advertising Campaign

● Alcatel ONE TOUCH #DaleLaVuelta / Wikot

● Quaker State/ BBC Worldwide Latin America & US Hispanic And Zed USA

● Mastercard / Universal McCann

Top Latin American Digital Innovator

● Sociomantic Labs

● SocialPubli.Com

● LATINON

Top Content Provider To Latin American Audiences

● La Voz Media Group

● BBC Worldwide Latin America & US Hispanic And Zed USA

● HOLA! USA

Top Latin American Digital Media Agency

● Global Mind

● Wikot

● Ariadna

Top Latin American Media Buying Agency

● Initiative

● Havas Media

● OMD LATIN AMERICA

Best Use Of Data In A Marketing Campaign

● Posthaus/ SocioMantic Labs

● The Huggies Hug Chain

● Banco Macro/Headway

Panregional Marketing And Media Professional

● Carly Bellis, Founder, Impaktu

● Ismael El-Qudsi, CEO, Social Publi

● Fernando Monedero, Managing Director, IPG Mediabrands

Winners to be announced at the Award Ceremony on Day 2 of PortadaLat on June 9. Get your Day 2 (or the Combo Day 1 and 2 Ticket) here!

 

Top Travel Marketing Campaign

● CVC And Sociomantic Labs

● Palace Resorts/Ariadna

● Marriott’s “Love Travels”, LatinWorks

Top Panregional Integrated Advertising Campaign

● Brown-Forman, Jack Daniel’s / Agency: J. Walter Thompson San Juan

● Nikon/Initiative

● Quaker State/ BBC Worldwide Latin America & US Hispanic And Zed USA

Nominees For Top Latin Content Marketing Campaign

● BBC Worldwide Latin America & US Hispanic And Zed USA

● Kellogg’s Granola / Canal Sony

● Aloft Hotels/M8

Winners to be announced at the Award Ceremony on Day 2 of PortadaLat on June 9. Get your Day 2 (or the Combo Day 1 and 2 Ticket) here!

More than 75 nominees are in for #PortadaLat Awards in 11 different categories. VOTE NOW! Voting deadline is Wednesday May 12 COB! The three finalists per category will be announced on May 16!. Then its up to PortadaLat’s jury of brand marketers to select the winners. Winners to be announced at the Award Ceremony on June 9 during #Portadalat!.

 

Nominees For Best Use Of Data In A Marketing Campaign

  • Posthaus/ SocioMantic Labs
  • CVC/Sociomantic Labs
  • Merck/Havas Miami
  • The Huggies Hug Chain
  • Banco Macro/Headway
    VOTE NOW!

 Nominees For Top Latin Content Marketing Campaign

  • BelVita/Liquidthread, MV42, Starcom Mediavest
  • Toshiba/Gigasavvy
  • BBC Worldwide Latin America & US Hispanic And Zed USA
  • Kellogg’s Granola / Canal Sony
  • Aloft Hotels/M8
    VOTE NOW!

Nominees For Top Travel Marketing Campaign

  • Ministry Of Tourism Of The Dominican Republic
  • CVC/Sociomantic Labs
  • Palace Resorts/Ariadna
  • Marriott’s “Love Travels”, LatinWorks
  • Virgin Atlantic/Figliulo & Partners
  • Interjet/M8
  • Aloft Hotels/M8
  • GMCVB/TurkelBrands
    VOTE NOW!

Top Marketer to Latin American Audiences

  • Anita Timotheo – Sandoz Latin America
  • Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company
  • Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
  • Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumers
  • Ricardo Arias Nath, Chief Marketing Officer, PepsiCo Latin America
  • Tony Guzman, Latin America Regional Marketing Director, Hasbro
  • Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
  • Carlos Espindola, Head of Latin America Digital Center, 3M
  • Edgardo Tettamanti, SVP Marketing LAC, MasterCard
    VOTE NOW!

Nominees For Top Latin Online Video Campaign

  • UFC 193 Halloween/Wikot
  • Peugeot/Global Mind
  • Sprite/ Zares Del Universo
  • Palace Resorts/Ariadna
  • Marriott’s “Love Travels”/LatinWorks
  • Peugeot/Global Mind
    VOTE NOW!

Register to #PortadaLat on June 8-9 at the special online promotion price! Two days with the best content and networking opportunities int he U.S. Hispanic and Latin American marketplace.

Nominees For Top Panregional Advertising Campaign

  • Alcatel ONE TOUCH #DaleLaVuelta/Wikot
  • Alcatel ONETOUCH Idol3/Selfie 360º/ Wikot
  • Quaker State/ BBC Worldwide Latin America & US Hispanic And Zed USA
  • 212 Vip/Havas Miami / Havas SE
  • Puig / Havas Miami / Havas SE
  • Mastercard / Universal McCann
  • AirTM /Global Mind
    VOTE NOW!

Nominees For Top Latin American Digital Innovator

  • MediaMath
  • DynAdmic
  • Adsmovil & Initiative For Magnum Unilever
  • Idioma Content Solutions
  • Sociomantic Labs
  • SocialPubli.Com
  • BBC IQ
  • LATINON
  • Adstream
    VOTE NOW!

Nominees For Top Content Provider To Latin American Audiences

  • La Voz Media Group
  • BBC Worldwide Latin America & US Hispanic And Zed USA
  • EC Hispanic Media
  • HOLA! USA
    VOTE NOW!

Nominees For Top Latin American Digital Media Agency

  • Newlink Colombia
  • Global Mind
  • Wikot
  • LatinMedios
  • Ariadna
    VOTE NOW!

Nominees For Top Latin American Media Buying Agency

  • Initiative
  • UM
  • Havas Media
  • OMD LATIN AMERICA
  • LINKS Worldgroup
    VOTE NOW!

 Nominees For Top Panregional Marketing And Media Professional

  • Carly Bellis, Founder, Impaktu
  • Alberto Pardo (Banano), CEO, Adsmovil
  • Ismael El-Qudsi, CEO, Social Publi
  • Yoav Cohen, CEO, La Voz Media Group
  • Luis Barrague, VP Of Mobile & Global Operations, Headway
  • Victor Kong, President, Cisneros Interactive
  • Fernando Monedero, Managing Director, IPG Mediabrands
  • Eduardo Ruiz, President & General Manager, A&E Networks Latin America
  • Hector Costa, SVP Advertising Sales, AMC Networks International
    VOTE NOW! 

Nominees For Top Panregional Integrated Advertising Campaign

  • Brown-Forman, Jack Daniel’s / Agency: J. Walter Thompson San Juan
  • Nikon/Initiative
  • Quaker State/ BBC Worldwide Latin America & US Hispanic And Zed USA
  • Merck/Havas Miami
    VOTE NOW! 

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

 ::: Publicis Media- Marta Ruiz-Cuevas ::: Publicis One- Fernando Bellotti, Guillermo Bonmatí, Fernando Alvarez Colombres, Diego Aguirre, Rocio Cala, Elizabeth Cabello, Maria Fernanda Correa, Tito Pérez, Silvia Olguín, Maribel Mesia, Alvaro Flórez-Estrada, Rita Lazo, Olga Lucia Villegas, Benjamin Gomez, Beatriz Álvarez, Lucia Ponce, Antonio Bruni , Antonio Bettencourt, Marisabel Zaro, Anna Casadei, Yodnay Prato, Samanta Echeverria, Hernando Eslava, Samantha De Gracia, Clemencia Granados ::: ComScore – Ivan Marchant ::: Beatriz Cardona – BeRepublic ::: Teads – Luciana Salazar :::

Click here for previous Latam Changing Places editions

descarga (1)Tim Jones, Chief Executive Officer, the Americas, Publicis Media has announced a market leadership appointment for Mexico. Marta Ruiz-Cuevas has been appointed to the role of CEO, Mexico, Publicis Media. Ruiz-Cuevas will be responsible for creating a powerful platform off which the strong agency brands – Starcom, Zenith, Mediavest | Spark and Optimedia | Blue 449 will thrive. She will be responsible for the commercial leadership of all Publicis Media operations and driving transformation across the business.Ruiz-Cuevas was most recently CEO, SMG Mexico, a role she held since June, 2015.  Prior to arriving in Mexico, she was CEO, SMG Spain.

descargaPublicis One, a unit that brings together all agency Publicis Groupe brands (Leo Burnett, Publicis, Saatchi & Saatchi, Starcom, MediaVest | Spark, Zenith Optimedia | Blue 449, Frubis Performics, Arc, LiquidThread and Nurun, among others) has announced its various leaderships in Latam, country by country:

In Argentina, Fernando Bellotti has been named CEO. In addition, Guillermo Bonmatí is the new Chief Integration Officer (CIO.) Fernando Alvarez Colombres joins the local board of Publicis One as Media Chairman. Diego Aguirre will be the CFO for Publicis One and Rocio Cala will be the director of talent (CTO ) in Argentina.

In Chile, Elizabeth Cabello has been named CEO. Maria Fernanda Correa joins Publicis One as Chief Marketing Officer. Tito Pérez joins the local board of Publicis One as Creative President. Silvia Olguín will be the Chief Financial Officer for Publicis One in that country.

In Peru, Maribel Mesia has been named CEO. Alvaro Flórez-Estrada joins the local board of Publicis One as Creative Chairman. Rita Lazo will be the CFO for Publicis One in that country.

In Colombia, Olga Lucia Villegas has been named Chief Executive Officer (CEO) and Benjamin Gomez has been appointed Chief Integration Officer (CIO). Beatriz Álvarez also joins the board of Publicis One Colombia as CFO.

In Guatemala, Lucia Ponce was named Chief Executive Officer (CEO) and Antonio Bruni was appointed Chief Integration Officer (CIO) of Publicis One for Guatemala and Costa Rica; They will work together to develop unique and relevant solutions for customers.

In Venezuela, Antonio Bettencourt has been named Chief Executive Officer of Publicis One. Bettencourt is currently CEO of Publicis in Venezuela. In addition, Marisabel Zaro and Anna Casadei join the board of Publicis One Venezuela as Managing Partners. Yodnay Prato was appointed CFO and Samanta Echeverria was named Chief Talent Officer (CTO) of Publicis One in Venezuela.

In Panama, Hernando Eslava has been named CEO.Samantha De Gracia will be Creative Chairman of the board and Clemencia Granados will be.

descarga (3)ComScore has appointed Ivan Marchant vice president in Peru, Mexico and Central America, according to Ebizlatam. Marchant works at ComScore since 2008 and is based in Mexico City.

descarga (4)Beatriz Cardona has taken over as Country Manager in Chile for BeRepublic. With over 15 years of professional experience, Cardona has worked for important clients like AENA, Toyota, Gremio de Hoteles de Barcelona and Tele5, among others.

 

 

 

descargaTeads has appointed Luciana Salazar as Head of Programmatic for Latin America. Salazar comes to Teads from Headway Digital, where she was Sales Director LATAM for the past two years. Prior to that position, she was Southern cone director at Sizmek. The executive joins Teads to lead the programmatic expansion in the region.

 

 

descarga (2)Néstor Carrasco is the new digital director of MEC Chile, according to Adlatina. The executive has over nine years’ experience in digital marketing and has worked for brands such as Coca Cola and LG Electronics.

 

 

 

valdibiaThe Caribbean Hotel and Tourism Association (CHTA) has appointed Martha Valdivia as Director of Membership Development. Valdivia comes to CHTA with a wealth of knowledge, having worked more than 10 years with diverse stakeholders in the region in the fields of online marketing and distribution. In her most recent role as Director of Business Development at Ariadna, LLC, she identified new growth opportunities in the Caribbean, with a focus on the travel industry for the digital communications agency. She also formed part of the team that won the website re-design project for Palace Resorts. Valdivia holds a Bachelor of Science degree in Hotel Administration from Cornell University and earned her MBA through Cornell’s IMHI-ESSEC joint degree program in Paris, France.

A summary of the most exciting recent news in travel marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./U.S.-HISPANIC MARKET

12276834_449756578559344_116159048_n_002CAESARS ENTERTAINMENT, which announced last fall that it would renovate the 586-room original tower at the Caesars Palace Las Vegas and rename it as the Julius Tower, said that it would upgrade another 5,000 rooms in its U.S. inventory by the end of the year.
In addition to Julius Tower, Caesars will refurbish its 948-room Augustus Tower at Caesars Palace and the 1,294-room Planet Hollywood Resort & Casino as well as 1,320 rooms at the Paris Las Vegas and 672 rooms at Harrah’s Las Vegas.
Caesars will upgrade more than 900 rooms at the Caesars Atlantic City as well as at Mississippi’s Harrah’s Gulf Coast and Horseshoe Tunica. Inclusive of Julius Towers, the upgrades will apply to about 15% of Caesars rooms.

THE WORLD TOURISM ORGANIZATION (UNWTO) and the Government of the People’s Republic of China are organizing the First World Conference on Tourism for Development in Beijing on May 18-21, 2016. Under the theme ‘Tourism for Peace and Development,’ the event aims to present a high-level debate on the contribution of tourism to sustainable development goals.

The Travel Marketing Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel is going to bring together all the big players in Travel Marketing in the Americas including Volaris, Grupo Posadas, Best Western, Royal Caribbean, Hyatt, Sojern and many more. Get your early bird tix!

http://images.all-free-download.com/images/graphiclarge/jetblue_airways_137517.jpgJETBLUE announced it would grow its presence at Fort Lauderdale-Hollywood International Airport, with plans to operate an average of 140 daily flights during the winter in the coming years. The expansion will represent a 75% growth from its current size in the South Florida city.
Following the expansion, the airline is also adding new nonstop service to Louis Armstrong New Orleans International Airport and increasing the number of flights to Nassau, Bahamas’ Lynden Pindling International Airport. With those additions, JetBlue will now operate nonstop flights to 46 destinations from Fort Lauderdale-Hollywood.

 

UNITED AIRLINES and Air New Zealand have announced a joint venture revenue-sharing agreement, deepening the partnership between the two airlines, which are both members of Star Alliance. Under the new agreement, the carriers will coordinate sales and marketing in order to offer their mutual customers more travel options between the mainland U.S. and New Zealand, as well as to other destinations throughout the airlines’ route networks.
The arrangement will begin when United launches its nonstop service between San Francisco and Auckland on July 1, 2016, subject to government approval.
“This joint venture will allow us to work more closely with Air New Zealand to optimize our trans-Pacific schedules and offer more convenient flight choices to our customers in both the U.S. and New Zealand,” said Jim Compton, United’s vice chairman and chief revenue officer. “We look forward to continuing to work with Air New Zealand, an industry innovator and leader, to further grow our business in ways that will benefit our mutual customers.”

 

https://cdn.thewaltdisneycompany.com/sites/default/files/DCL-gallery_0.jpgTHE WALT DISNEY COMPANY is planning on building two additional cruise ships, each of them showcasing the classic family entertainment service that Disney delivers best.
The company has entered into a memorandum of agreement with the Meyer Werft shipyard in Germany. The new ships should be completed between 2021 and 2023.
“We pride ourselves on the unforgettable vacation experiences we deliver to our guests each and every day, and the expansion of our Disney fleet will allow us to create even more magical memories for families at sea and in incredible cruise destinations around the world,” said Robert A. Iger, Chairman and Chief Executive Officer of The Walt Disney Company.

FAMILYFUN MAGAZINE published the winners of its fourth annual Travel Awards—the result of thoughtful feedback from 2,000 families who rated more than 400 destinations across the United States. The 20 top winners include kid-friendly cities, national parks, children’s museums, resorts, and historic sites across the country that are sure to align with any family’s vacation style.
The Top 10 overall destinations across all categories included (1) The Strong, Rochester, NY; (2) National Mall & Memorial Parks, Washington, D.C; (3) Great Wolf Lodge, Williamsburg, VA; (4) Mount Rushmore National Memorial, Keystone, SD; (5) Orlando, FL; (6) The Children’s Museum of Indianapolis, IN; (7) Great Wolf Lodge, Traverse City, MI; (8) Miami Children’s Museum, Miami, FL; (9) Badlands National Park, SD; (10) Disney’s Port Orleans-French Quarter, Orlando, FL.

LATIN AMERICAN MARKET

http://hotels.iberostar.com/public/system/html_items/34458/grupo_ibe_home_carrousel/untitled-3.jpg?1390316211GRUPO IBEROSTAR closed 2015 with a 29% increase in  revenue compared to 2014. In 2016 Iberostar will add six hotels to its brand: two in Cuba, one in Marbella, Ibiza, Mallorca and Miami. It will also invest 90 millions euro to renovate some of it establishments.

DOUBLETREE BY HILTON has increased its presence in Colombia by opening its new DoubleTree by Hilton Bogota –Calle 100. This is the brand’s second hotel in the city, after the DoubleTree by Hilton Bogotá –Parque 93. Both hotels are operated by Hoteles Cosmos.
INTERJET recently lunched two flights per day from Dallas Fort Worth International (DFW) Airport to Mexico City. DFW Airport welcomed the low-fare carrier’s inaugural flight to International Terminal D with a traditional “shower of affection” water cannon salute and gate celebration. “DFW welcomes Interjet as our newest airline,” said Sean Donohue, CEO of DFW Airport. “As travel to Mexico continues to flourish and now represents just over 40% of DFW’s international passenger travel, there’s an even stronger need to provide choices that accommodate flexible schedules and varied price points. Interjet offers travelers low-fare flights to exciting destinations, and DFW Airport is pleased to now be part of that network.”

VIAJES EL CORTE INGLÉS is growing in Mexico. “We are the travel agency with the most presence in the states. In the last 15 years we have created a work force of 400 people. We are also proud of our partnerships, the most important one with Liverpool which has helped us grow,” said Jesús Nuño de la Rosa, the company’s general director.
Mexico is the agency’s second-largest market after Spain. It is present in 24 states and has 45 selling spots. Jenny Zapata Arias, director of Viajes El Corte Inglés México, revealed that the company would make incursions in the on line channel in the near future.

 

Caesar Entertainment, the World wide gaming, hotel and resort company that owns and operates grand hotels including Caesars, Paris, Bally’s, Flamingo and Grand Casinos, has more than 60 online and mobile websites (see the list of properties below).  Portada interviewed Chris Kahle, web analytics manager at Caesars Entertainment to learn how the gambling and hotel giant markets itself digitally.

Caesar’s Hotel and Casino Properties
Bally’s Atlantic City, NJ
(including Claridge Casino at Bally’s and Wild West Casino, Atlantic City)
Bally’s Las Vegas, NV
Caesars Atlantic City, Atlantic City, NJ
Caesars Windsor, Windsor, Ontario, Canada
Caesars Palace at Sea
Caesars Indiana, Elizabeth,IN
Caesars Palace Las Vegas, NV
Conrad Resort, Punta Del Este, Uruguay
Flamingo Las Vegas, Las Vegas, NV
Flamingo Laughlin, Laughlin, NV
Grand Casino Biloxi, Biloxi, Mississippi – Reopened after destruction by Hurricane Katrina
Grand Casino Gulfport, Gulfport, Mississippi – Destroyed by Hurricane Katrina, land sold and new casino Island View Casino
Grand Casino Tunica, Tunica Resorts, Mississippi
Sheraton Casino and Hotel Tunica, Tunica Resorts, MS
Paris, Las Vegas NV

Kahle explains that Caesar’s has two distinct audiences:

1. Total Rewards Customers. These are loyal customers that sign up for Ceasears Total Rewards program (TotalRewards.com) . By buying dining reservations  and rooms they earn loyalty points. Total Rewards Customers are higher margin customers.

2. FIT Customers (Frequent Independent Travellers). The primary objective of FIT Customers Primary  is to find the lowest rates. FIT customers are lower margin but very high volume.

These two customer segments acquire  Caesar products directly at Caesar’s digital properties or through OTA’s (Online Travel Agencies ), via Teleservices or on property (via kiosks).

Chris Kahle
Chris Kahle, Web Analytics Manager Caesar Entertainment

To target these distinct audience groups, each hotel property has its own website. Each property’s amenities (restaurants, spa’s etc) are underneath the same framework. “The navigation and look and feel is the same”, Kahle notes. The top properties in terms of unique visitors are Caesar Palace, Caesar Palace gets 30% of the Las Vegas market traffic, and TotalRewards.com.”  Interestingly, most traffic to Caesar properties occurs from the workplace between Tuesday and Thursdays.  Clearly people are  looking at offerings for the next weekend.

Most traffic to Caesar properties occurs from the workplace between Tuesday and Thursdays

Mobile growing at triple digit rates

Kahle notes that  Mobile Traffic amounts to “20% of total traffic and is  growing at triple digit rates year on year.”  “We are in the process of re-launching our Mobile site using our Adobe CQ platform. We want to avoid mistakes we did in the past when we created a silo around the mobile site. With mobile it is  important to have a process of strong  centralization of content, process and structures.”

Robust Testing and Optimization Program

According to Kahle, to “build a digital property doesn’t mean that users are going to come  It is  about having a robust testing and optimization program that allows to test all content, functionality and system elements. Test and Target  changed our culture”. “Before, when selecting an online design the HIPO (Highest Paid Person in the Office”  always imposed his/her choice. This is not about an opinion but about getting high conversion rates.” The question, however, is whether the design works.”  As an example Kahle notes that “it was proved throughout testing that purchase buttons with the Caesar’s brand color would not work. The buttons would blend too much into the page. We clearly needed a button that stands out.” According to Kahle, button colors can substantially increase conversion rates.”

It was proved throughout testing that purchase buttons with the Caesar’s brand color would not work.

Regarding conversion rates,  Kahle notes that by playing with button colors increases of up to 20% in conversion rates can be achieved. Conversion rates can range between 3% to 9% of landing page visitor. It obviously depends on the campaign. )Eg. conversion rates on Cybermonday will be higher because of deeply discounted offerings.)

Digital Marketing and Advertising

Caesar EntertainmentCaesar’s has a an internal team of copy writers and marketing managers that deals with Content Marketing. Digital Advertising is also done through Caesar’s media planning and buying agency Ogilvy.  According to Kahle, substantial emphasis is placed on geotargeting and retargeting.  He has seen that people in Los Angeles  is more interested in content about Caesar properties in Las Vegas than in say Atlantic City, NJ. Naturyally,  New York audiences are more interested in the latter. Caesar’s is also experimenting with a certain degree of personalization in ad targeting. “We are starting to serve based on up to 50 different audience profiles and personas.”

Spanish-language Sites

Kahle notes that some of Caesar’s digital properties have had a Spanish-language digital presence mostly targeting Latin American consumers. The Spanish-language content was translated from English into Spanish. According to Kahle, what is crucial for conversion rates is that “the translation is applied throughout the whole booking experience, not just on the landing page. ”

 

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

 

 

 

 

 

 

Raymond Bickson, CEO and Managing Director, Taj Hotels Resorts and Palaces, has appointed Kathleen Shea as Vice President of Sales and Marketing for the Americas, a newly created position to support Taj's strategic growth plans.

A luxury hotel specialist with extensive experience focused on building top luxury brands, she will oversee sales and marketing for the company's three U.S. hotels — The Pierre in New York, Taj Boston inMassachusetts and Taj Campton Place in San Francisco — and play a pivotal role in launching new hotels by developing a sales and marketing infrastructure and strategies for the key US market. One of Asia's largest and finest hotel groups, Taj Hotels celebrated its centenary in 2003.

Kathleen Shea was most recently Vice President, Sales and Marketing – The Americas for Mandarin Oriental Hotel Group where she was responsible for the sales and marketing performance of the region's existing hotels as well as the US and Latin America global sales network. She played an integral leadership role in the design and execution of strategic sales initiatives and partnerships to support the launch of new city and hideaway resort properties during a period of rapid growth.  Throughout her career she has been recognized for building high performing sales teams with a strong customer focus and ability to differentiate from other luxury competitors.  Her extensive luxury expertise, US market knowledge and dynamic leadership style will position Taj to build brand awareness and successfully expand its portfolio in the US.

Previously, Shea spent seven years as Regional Director of Sales, New York for Four Seasons Hotel and Resorts, where she oversaw the worldwide sales office and represented the global portfolio of Four Seasons and Regent International Hotels.  Her prior experience includes serving as Managing Director of Sales, Eastern Region for Hilton Hotels Corporation, where she spent 14 years progressing through various positions including on-property, pre-opening and regional and national responsibilities.

Shea is a graduate of St. Mary's College, Notre Dame, Indiana, with a bachelor's degree in Business and Speech Communications. A member of the Luxury Marketing Council and Hospitality Sales & Marketing International, she is based inNew York and reports to Ajoy Misra, Taj Hotels' Senior Vice President, Sales & Marketing.

Source: PR Newswire

• Wal-Mart
Discount retailer Wal-Mart Stores, Inc. is targeting Hispanic consumers with two pilot supermarket locations planned to open later this year. According to the Financial Times and Retailer Daily, two former Wal-Mart Neighborhood Market locations will reopen under the Supermercado de Walmart banner.
The pilot stores, one in Phoenix, AZ and one in Houston, TX, will open in Q3 2009 and feature approximately 39,000 square feet of space. The stores will be located in predominantly Hispanic neighborhoods and staff will speak both English and Spanish. Product assortment will be geared toward Hispanic customers, as will signage and store layout. In addition, Wal-Mart subsidiary Sam’s Club plans to open an Hispanic-targeted store called Mas Club in Houston later in 2009.
The opening of new supermarket locations aimed at Spanish-speaking customers fits into Wal-Mart’s overall plans of increasing its penetration into the grocery vertical.

• Barceló
Hotelier Barceló Hotels & Resorts debuts its new marketing initiative targeting U.S. and Canadian tour operators, travel agents and consumers as well as its first loyalty program for North American travel agents.

By launching a North American campaign, Barceló Hotels is focusing on developing brand awareness as well as promoting the company’s 32 all-inclusive properties in Latin America and the Caribbean, the "Say Hello to Barceló" print and online advertising campaign will introduce the North American leisure travel market to five different dimensions of the Barceló brand promise: family fun, vacation value, local culture, romance and relaxation.
Recognizing that the North American market may not be familiar with this European-based brand, Barceló makes its formal introduction with advertisements featuring bold "Hello, my name is…" nametags that have become iconic for first time introductions. Each ad will promote one of Barceló's five brand promises as well as one of its premium branded hotels, such as the Barceló Bávaro Palace Deluxe and the Barceló Maya Palace, two distinctive properties boasting the best locations and all-inclusive amenities in the popular beach destinations of Punta Cana, Dominican Republic, and Riviera Maya, Mexico, respectively.
In tandem with the North American marketing campaign, Barceló has also rolled out its first ever loyalty program for U.S. and Canadian travel agents to easily earn complimentary vacation stays. "In today's uncertain economy, we value our long-standing relationship with the agent community more than ever," said Claudio A. Zboznovits, vice president of sales and marketing in the U.S. and Canada. In addition to its new agent loyalty program, the company will continue to closely align its co-op marketing programs with tour operators that have historically distributed the vast majority of their business through the travel agency business model and will actively participate in funding tour operator travel agent incentives, including an initiative in which three lucky travel agents booking Barceló on new charter flights from Los Angeles or San Francisco will be awarded 100% commission.


• Verizon

Verizon announced it will now provide its Spanish-speaking customers with a Web site that includes all information on their products and services and offers the ability to place orders, register or manage accounts online, and all in the Spanish language. The company’s new Spanish Web site offers new self-service capabilities to improve the customer experience. "We've always had some content in Spanish because we know that some of our customers prefer to learn about our products and services in their native language," said Mark Studness director of e-commerce for Verizon. "Our newly launched Spanish Web site greatly expands our Spanish content and 7 x 24 self-service capabilities to meet the needs of our Spanish-speaking customers," said Studness.

• República – The Nielsen Company
República announced that it has been selected by The Nielsen Company to lead Orlando's brand awareness and community outreach efforts of the multimedia company's television measurement services and technology. República will continue to lead the Miami market's outreach efforts for a second consecutive year. Nielsen launched the Local People Meter (LPM) in the Miami Designated Market Area (DMA) in October 2008 and in the Orlando DMA in January 2009.

“Over the past year, República has shown a clear understanding and enthusiasm for the U.S. Hispanic market,” said Mónica Gil, vice president of public affairs with Nielsen. “The agency will continue to play an essential role in building brand awareness and informing the local communities about Nielsen's technology. We were very pleased with the results we have obtained in Miami, and look forward to the outreach campaign in Orlando.”

• Gamesa-Uno Hispanic Branding
GAMESA®, a division of Frito-Lay Inc., granted UNO Hispanic Branding the opportunity to develop a Lent-driven promotional package and POS offering a value-added and emotional connection between Lent and GAMESA® Saladitas. With Lent/Cuaresma season upon us, many Mexican Catholic consumers turn to a more seafood laden diet. Saltine crackers are a perfect combination and popular choice for traditional dishes and ideal for snacking and dipping.

• Playboy TV
Playboy TV announced a new, integrated marketing campaign to support the channel's upcoming slate of original programming. Introducing the theme "A Better Reality Awaits," the witty campaign parodies the bland and often boring reality shows on other channels and offers viewers an exciting look at the uncensored world of reality television on Playboy TV. The new campaign breaks in April and will reach consumers through cross-channel television ads, radio, print and online. "Mainstream reality TV tries to be sexy but in the end, the best parts are either blurred, bleeped or blocked," said Gary Rosenson, Senior Vice President, Sales & Marketing, Playboy TV. "This campaign has a little fun at their expense by juxtaposing Playboy TV's sexy and uncensored reality series with the often frustrating experience of most reality TV." The new campaign was created by zig, an ideas company within the MDC Partners network with offices in Chicago and Toronto. It will run nationally on select primetime and lifestyle shows that reach the Playboy TV audience. An accompanying print and online campaign will reinforce the "A Better Reality Awaits" message.

• Amtrak
Amtrak is running an online and print campaign created by Images USA, for Acela Express targeting African American and Hispanic consumers. For the general market, Amtrak is launching a branding campaign on spot TV. Scheduled to air through April, the spot is scheduled to air on network TV-affiliated stations in New York, Washington, D.C., Chicago, San Francisco and Seattle.

• Hewlett-Packard
HP announced new and updated programs designed to help Spanish-speaking consumers get answers to questions quickly and effectively online. A new Spanish language peer-to-peer online support forum allows members to connect with one another to exchange insights and tips and to get answers to each other’s questions regarding their HP consumer products. The updated HP Customer Care website makes it easier for more than 20 million monthly visitors to find the information they need to solve issues.

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies in addition to information on more than 1,800 Leading Agency and Marketing/Advertising Directors take advantage of our SPECIAL TIME LIMITED OFFER FOR THE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS/PLANNERS TARGETING HISPANICS:

Regular Price: $799
Your Price: $519.35

Click here, to take advantage of this offer now (expires on March 20!).

• Wal-Mart
Discount retailer Wal-Mart Stores, Inc. is targeting Hispanic consumers with two pilot supermarket locations planned to open later this year. According to the Financial Times and Retailer Daily, two former Wal-Mart Neighborhood Market locations will reopen under the Supermercado de Walmart banner.
The pilot stores, one in Phoenix, AZ and one in Houston, TX, will open in Q3 2009 and feature approximately 39,000 square feet of space. The stores will be located in predominantly Hispanic neighborhoods and staff will speak both English and Spanish. Product assortment will be geared toward Hispanic customers, as will signage and store layout. In addition, Wal-Mart subsidiary Sam’s Club plans to open an Hispanic-targeted store called Mas Club in Houston later in 2009.
The opening of new supermarket locations aimed at Spanish-speaking customers fits into Wal-Mart’s overall plans of increasing its penetration into the grocery vertical.

• Barceló
Hotelier Barceló Hotels & Resorts debuts its new marketing initiative targeting U.S. and Canadian tour operators, travel agents and consumers as well as its first loyalty program for North American travel agents.

By launching a North American campaign, Barceló Hotels is focusing on developing brand awareness as well as promoting the company’s 32 all-inclusive properties in Latin America and the Caribbean, the "Say Hello to Barceló" print and online advertising campaign will introduce the North American leisure travel market to five different dimensions of the Barceló brand promise: family fun, vacation value, local culture, romance and relaxation.
Recognizing that the North American market may not be familiar with this European-based brand, Barceló makes its formal introduction with advertisements featuring bold "Hello, my name is…" nametags that have become iconic for first time introductions. Each ad will promote one of Barceló's five brand promises as well as one of its premium branded hotels, such as the Barceló Bávaro Palace Deluxe and the Barceló Maya Palace, two distinctive properties boasting the best locations and all-inclusive amenities in the popular beach destinations of Punta Cana, Dominican Republic, and Riviera Maya, Mexico, respectively.
In tandem with the North American marketing campaign, Barceló has also rolled out its first ever loyalty program for U.S. and Canadian travel agents to easily earn complimentary vacation stays. "In today's uncertain economy, we value our long-standing relationship with the agent community more than ever," said Claudio A. Zboznovits, vice president of sales and marketing in the U.S. and Canada. In addition to its new agent loyalty program, the company will continue to closely align its co-op marketing programs with tour operators that have historically distributed the vast majority of their business through the travel agency business model and will actively participate in funding tour operator travel agent incentives, including an initiative in which three lucky travel agents booking Barceló on new charter flights from Los Angeles or San Francisco will be awarded 100% commission.


• Verizon

Verizon announced it will now provide its Spanish-speaking customers with a Web site that includes all information on their products and services and offers the ability to place orders, register or manage accounts online, and all in the Spanish language. The company’s new Spanish Web site offers new self-service capabilities to improve the customer experience. "We've always had some content in Spanish because we know that some of our customers prefer to learn about our products and services in their native language," said Mark Studness director of e-commerce for Verizon. "Our newly launched Spanish Web site greatly expands our Spanish content and 7 x 24 self-service capabilities to meet the needs of our Spanish-speaking customers," said Studness.

• República – The Nielsen Company
República announced that it has been selected by The Nielsen Company to lead Orlando's brand awareness and community outreach efforts of the multimedia company's television measurement services and technology. República will continue to lead the Miami market's outreach efforts for a second consecutive year. Nielsen launched the Local People Meter (LPM) in the Miami Designated Market Area (DMA) in October 2008 and in the Orlando DMA in January 2009.

“Over the past year, República has shown a clear understanding and enthusiasm for the U.S. Hispanic market,” said Mónica Gil, vice president of public affairs with Nielsen. “The agency will continue to play an essential role in building brand awareness and informing the local communities about Nielsen's technology. We were very pleased with the results we have obtained in Miami, and look forward to the outreach campaign in Orlando.”

• Gamesa-Uno Hispanic Branding
GAMESA®, a division of Frito-Lay Inc., granted UNO Hispanic Branding the opportunity to develop a Lent-driven promotional package and POS offering a value-added and emotional connection between Lent and GAMESA® Saladitas. With Lent/Cuaresma season upon us, many Mexican Catholic consumers turn to a more seafood laden diet. Saltine crackers are a perfect combination and popular choice for traditional dishes and ideal for snacking and dipping.

• Playboy TV
Playboy TV announced a new, integrated marketing campaign to support the channel's upcoming slate of original programming. Introducing the theme "A Better Reality Awaits," the witty campaign parodies the bland and often boring reality shows on other channels and offers viewers an exciting look at the uncensored world of reality television on Playboy TV. The new campaign breaks in April and will reach consumers through cross-channel television ads, radio, print and online. "Mainstream reality TV tries to be sexy but in the end, the best parts are either blurred, bleeped or blocked," said Gary Rosenson, Senior Vice President, Sales & Marketing, Playboy TV. "This campaign has a little fun at their expense by juxtaposing Playboy TV's sexy and uncensored reality series with the often frustrating experience of most reality TV." The new campaign was created by zig, an ideas company within the MDC Partners network with offices in Chicago and Toronto. It will run nationally on select primetime and lifestyle shows that reach the Playboy TV audience. An accompanying print and online campaign will reinforce the "A Better Reality Awaits" message.

• Amtrak
Amtrak is running an online and print campaign created by Images USA, for Acela Express targeting African American and Hispanic consumers. For the general market, Amtrak is launching a branding campaign on spot TV. Scheduled to air through April, the spot is scheduled to air on network TV-affiliated stations in New York, Washington, D.C., Chicago, San Francisco and Seattle.

• Hewlett-Packard
HP announced new and updated programs designed to help Spanish-speaking consumers get answers to questions quickly and effectively online. A new Spanish language peer-to-peer online support forum allows members to connect with one another to exchange insights and tips and to get answers to each other’s questions regarding their HP consumer products. The updated HP Customer Care website makes it easier for more than 20 million monthly visitors to find the information they need to solve issues.

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies in addition to information on more than 1,800 Leading Agency and Marketing/Advertising Directors take advantage of our SPECIAL TIME LIMITED OFFER FOR THE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS/PLANNERS TARGETING HISPANICS:

Regular Price: $799
Your Price: $519.35

Click here, to take advantage of this offer now (expires on March 20!).