A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
- Coors Light – Univision DeportesUnivision Deportes announced the launch of its first-ever branded sports program “Fanaticos del Frio” (Fans of the Cold). Sponsored by Coors Light, the show features the latest news and information on Liga MX, the premiere soccer league in Mexico. Hosted by Alejandro Berry and Jorge Calvo, “Fanaticos del Frio” will air monthly on Univision Deportes Network. Coors Light is the official beer sponsor of Liga MX soccer, the most watched soccer league in the United States.
- Que Rica Vida
General Mills Que Rica Vida’s relaunch, which emphasizes the role of the platform as an umbrella for everything food culture, is going to be supported by national digital media efforts as well as radio advertising in the Los Angeles, Houston and New York City markets.
Starbucks Coffee Co. has opened its third profit sharing Community Store in the East End neighborhood of Houston. As part of the community-centric business model, Starbucks will contribute funds based on the performance of the Gulfgate Center Mall to the Association for the Advancement of Mexican Americans (AAMA), giving Starbucks partners (employees) and customers the opportunity to collectively create positive change within the East End community. "This is an important moment for Starbucks as we take what we have learned over the last year and reaffirm our commitment to collaborate with change making organizations in the nonprofit community,"” said Blair Taylor, chief community officer, Starbucks. "By expanding upon our Community Store model with this third location in Houston, our hope is that as we continue to embrace the opportunity we have to support the rebuilding of the neighborhoods that we serve, we can inspire other like-minded corporations to do the same, creating long term, sustainable impact." The Houston location is an expansion of the Starbucks Community Store pilot program and becomes the third store in the U.S. to collaborate with nonprofits in this way. The launch of the Houston store falls on the first anniversary of the pilot stores in the Harlem and Crenshaw neighborhoods of New York and Los Angeles.
Mazda North American Operations (MNAO) announced that Russell Wager has been named Vice President, Marketing, in charge of all marketing communications for the company's U.S. Operations. Wager brings with him more than 20 years of automotive industry- focused marketing communications experience. Wager will oversee all aspects of U.S. marketing communications, including print and electronic advertising, social media, the MazdaUSA.com website, public relations, brand experience, auto shows, sales training and aspects of retail operations, as well as manage the relationship with the company's integrated marketing communications agency, The Garage Team Mazda. Wager will report to Robert Davis, MNAO's Senior Vice President, U.S. Operations.
Greyhound has expanded its "book online, pay cash" service to now include ACE Cash Express stores. This service provides cash-paying customers with cash access to discounts usually reserved for web-only reservations, as well as the convenience of thousands of retail locations across the United States to complete their transaction. Customers now can book tickets online at www.greyhound.com and pay with cash at approximately 1,800 participating ACE Cash Express stores.This partnership is fueled by PayNearMe, which provides the technology to facilitate cash payment options for Greyhound customers who may not have access to a credit or debit card. The program began in November 2011 with 7-Eleven Inc. With that pairing, customers can pay cash for Greyhound tickets at more than 6,400 participating 7-Eleven stores.
A special documentary with branded integrations for the Heineken brand was shown on the Discovery en Español channel at 10 p.m. on Saturday Sept. 22. The documentary-style “Gen H,” for “generation Hispanic,” looks at the lives of three young Hispanic people — a chef, a rock musician and a gallery owner — trying to achieve success in the United States, the New York Times reports. The “H” also alludes to the involvement of Heineken, the beer brand that is sponsoring the show.
Makita, a worldwide manufacturer of technologically advanced power tools that are more compact with less weight yet deliver industrial power and results, continues to advance its leadership position in Hispanic marketing with an ongoing partnership with soccer broadcaster Fernando Fiore. Fiore, perhaps the most recognized voice in Spanish language sports media, joins Makita, the Official Power Tool Sponsor of Major League Soccer and the Official Power Tool of the Mexican National Soccer Team (Federacion Mexicana de Futbol, or FMF). "In the Hispanic community soccer is more than just a favorite sport, it's a passion," said Raquel Navarrete, Marketing Specialist, Emerging Markets. Makita plans to further leverage the partnership with Fernando Fiore across a number of platforms including on the jobsite, in stores and with promotions built around Fiore's personality and profile. This month Makita launched a new initiative targeting Hispanic contractors with a chance to attend an upcoming Mexican National Soccer Team match with Fernando Fiore. Makita's focus on the Hispanic contractor is best demonstrated in the brand's ongoing "Build Your Dreams" marketing and advertising initiative. The campaign links the best-in-class performance of Makita Power Tools with efficiency on the jobsite, and the potential for contractors to spend more time off the jobsite to focus on dreams and aspirations centered on home and family.
- Norwegian Cruise Lines
Norwegian Cruise Line is making it easier for Spanish speakers to cruise — at least online — by launching a new Spanish-language Spanish-language web site. The new version is largely a translation of the line’s English-language web site, which includes an “español” option for information and booking. The line has also created a toll-free phone number that reaches Spanish-speaking operators. The Web site is also meant for travelers from South America.
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