- American Airlines
American Airlines launched a national advertising campaign aimed at U.S. Hispanic travelers in an effort to increase American's business and to better serve the booming Latino population.
The campaign – conceived by American's longstanding U.S. Hispanic agency, Zubi Advertising Services, Inc. – will target Hispanic consumers with advertising in print publications and the major Spanish-language TV networks, Univision and Telemundo, among other media. The focus of the campaign is to make Hispanics more aware of the benefits of becoming a member of the American Airlines AAdvantage program, the world's first loyalty program and consistently recognized as the best in the industry.
- Southwest's Airlines
Southwest Airlines has created a Hispanic-market campaign called "Mr. Destination" that includes television, radio and online elements. The effort, which launched last week, is running on Univision, Telemundo, Azteca, Galavision, CNN Español, ESPN Sports, national Hispanic radio stations and Internet portals like Univision.com. A spokesperson for the Dallas-based airline says the two ads — one for business-class customers and the other for leisure travelers — are in Spanish, with a bilingual landing page on the Web site. The effort is via Dallas-based Dieste, the airline's Hispanic AOR for over a decade. The spokesperson says Southwest typically does three Hispanic-market campaigns per year. Ads feature Southwest Airlines President and CEO Gary Kelly, as well as employees and customers. The effort — which also has print, radio, online, and in-airport components — is set to run through August.
- Twang Partners
Narrativ(a), a new marketing and communications company located in Miami Florida and with future plans to expand to other cities, is helping Twang Partners, a Southwest Regional CPG company repackage and reposition their most profitable product line by using their cultural narrative planning strategy as its key tool. Twang Partners is based in San Antonio and dedicated to the food business. “The challenge is to aid the client’s product line shift from a Hispanic target to the bilingual – bicultural segment of the population, avoiding /minimizing erosion effect in their existing sales and market share,” a Narrativ(a) spokesperson said.
- DirectTV Más
DirectTV Más, DirectTV ’s Spanish- and English-language programming service, and Maridalia have launched “Somos”, a new campaign aimed to the Hispanic community across the United States.
Maridalia is partnering with DirectTV Más as spokesperson for its new advertising campaign, “Somos”. The message of the campaign is that DirectTV Más, more than any other service provider, gives Hispanics a direct connection to their homeland and, offers something for each and every one of them.
- White House Web Site In Spanish
The White House is preparing to launch a Spanish-language version of its Web site, Whitehouse.gov, by the end of the year, according to the company doing its recruiting. Earlier this week, Rock Creek Strategic Marketing sent out four job postings that, when filled, will expand the first White House Office of New Media by almost 50%. In addition to a video editor, Web writer and designer, the White House is looking for a Spanish-language writer and producer, according to the ads. "They're hoping that by the end of the year – if not sooner – they can have a Spanish-language version of Whitehouse.gov launched," said Scott Johnson, co-owner of Rock Creek Strategic Marketing, a Washington-area communications firm.
The multicultural advertising agency, announced that Robert Fitzgerald will join the company as Executive Vice President – Media Director. This marks a key appointment as GlobalHue transforms its media group to continue to meet the communication needs of clients in a challenging economic environment. Global Hue’s clients include Verizon and U.S. Census.
- Home Depot
In a presentation to investors, the Atlanta-based retailer offered a peek at sweeping changes intended to help the home-improvement build market share in the coming months. As part of those changes the chain is going to focus more on Hispanic marketing, including recruiting more Hispanic associates.
Click here, 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 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).