• The Puerto Rico Tourism Company
The Puerto Rico Tourism Company will unveil a new integrated marketing campaign designed to increase awareness and make Puerto Rico a top of mind destination. The $10 million advertising campaign will run locally on networks like Bravo, Food Network, Fine Living, Travel Channel, CNN and CNBC. Print will run in titles like Vanity Fair, Architectural Digest, Food & Wine, In Style, Town & Country, and Travel & Leisure. Digital and out-of-home advertising also supports the campaign. The campaign is scheduled to launch in December 2009 and run through June 2010.
The campaign, created by Ogilvy & Mather and De La Cruz Advertising is targeted toward people who want their vacation to be an enriching experience. The advertising plan, running in New York, Philadelphia, Chicago, Washington DC, Dallas/Ft. Worth, Atlanta and Miami, consists of television, print and online webisodes with messaging that evokes a personal connection with Puerto Rico and inspires people to visit the islands. Each ad features a specific aspect of what the island has to offer. To find out more about Puerto Rico, consumers can go to seepuertorico.com. All advertising will drive consumers to the web site.
Dutch insurer and financial services provider ING Grouphas assembled a multicultural sales team whose aim is to draw more Hispanics as customers for its insurance and retirement products. ING said that in recent years its multicultural sales have been a driver of growth in its individual life and employee benefits business. The new Hispanic sales-marketing team, all of whom have experience in ING's Latin American market, seeks to build on that foundation to expand its roster of Hispanic customers.
Team members are: Andres Vargas Escobar, vice president of multicultural sales operations, and Erika Contreras Escobar, business coordinator, both based in Windsor; Juan Pablo Troncoso Philippi, manager of sales support, based in Irvine, Calif.; and Nydia Monarrez Lozano, manager of sales support, based in Tampa, Fla.
• DDG World
The real estate property company DDB World has updated its Spanish-language website and introduced a live-chat feature, meaning customers can now chat directly with the staff through the website to find answers to their Spanish property questions. It has also given its website a complete overhaul to enhance the user experience for customers looking for property services in Spain.
• Bryn Mawr
Bryn Mawr College has launched a Spanish language admissions and financial aid website to help Latina and other Spanish speaking students and their families become more familiar with all that Bryn Mawr has to offer.
“The number of students applying to Bryn Mawr who identify themselves as Latinos has almost doubled over the last five years and we saw a 60 percent increase in Latina applications from 2008 to 2009. We wanted to make sure we were doing all we could to reach out to and support these students and their parents as they make the important decision about where to attend college,” says Director of Multicultural Recruitment Naté Hall.
Approximately 200 7-Eleven convenience stores in San Diego are testing a mobile marketing campaign through Dec. 31, 2009, where consumers can send a text message to receive free beverages, the company reported. During the test, residents can send a text with the word "FAST" or "RAPIDO" ("fast" in Spanish) to "72579." Then they will receive a message for a free beverage offer at 7-Eleven stores. The promotion is limited to one free beverage per day, at participating 7-Eleven stores. 7-Eleven's mobile marketing test is supported by both general and Hispanic-targeted radio, outdoor and mobile advertising, while participating 7-Eleven stores will promote the test with bilingual point-of-purchase signage, per the company.
• Global Mind
Global Mind, an integrated interactive agency, continues its regional growth. Its clients include the Mexico Tourism Council, Sprint-nextel, and Coca Cola.
Last week new offices opened in Mexico city, and a new office was opened in Miami. The Miami office is led by Gabriela Trench with her background in advertising and over 10 years of experience in the Hispanic Market. She commented, “the purpose of this office is to plan and coordinate the digital marketing efforts of our clients for the Latam region and in addition the US Hispanic market.”
Global Mind was founded in Argentina in 2000, and has offices in Buenos
Aires, Mexico DF, Toronto, Miami, Lima and Santiago.
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!).