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.
Mexican airplane carrier Interjet is starting service with two daily flights to Mexico City and Guadalajara from Orange County’s John Wayne Airport. Although Interjet is Mexico's second-largest airline, the carrier is virtually unknown in Southern California.
Rather than launching a broad-based marketing campaign like that of AirTran — the other airline offering service to Mexico at — Interjet is focused on Hispanic consumers. To promote its service at John Wayne Airport, Interjet advertised in Spanish-language newspapers and on Spanish-language television in Southern California and offered incentives to Hispanic travel agencies.
Interjet, which fancies itself the Jet Blue of Mexico, expects to attract non-Hispanic travelers as word of mouth spreads about its low-cost service and amenities, such as allowing two checked bags up to 55 pounds each for free.
Kmart is kicking off the launch the inaugural Latina Smart internship program. The launch of the program comes as National Hispanic Heritage Month draws to an end. Under the program, five retail-minded Latina Smart interns will be selected to participate in a 10-week paid summer internship at Sears Holdings corporate headquarters in Hoffman Estates, Ill. Interns will gain on-the-job experience, develop industry connections and receive mentorship and career development counseling throughout the program. Latina Smart interns will document their journey in real time via Latina Smart social media channels as they shadow a series of departments and job functions to gain an understanding of the retail process from business strategy and merchandising to store execution and customer experience, according to a Kmart.
- New Futuro and H&R Block
New Futuro and H&R Block have partnered to help Latino families by offering financial education, scholarship opportunities and tax advice to school-aged Latinos and their families. Block will serve as a financial aid sponsor in the New Futuro College Prep Fairs presented by Allstate Insurance in a five-city tour, awarding some $12,000 in scholarships and assist in securing ITINs. Some Block associates are also participating in showcasing Latino professionals.
- Fast Forward Academy
In another development, Orlando, Fla.-based Fast Forward Academy is launching a Spanish version of its RTRP test bank for those trying to secure the new tax preparer credentials. Tax professionals who sign up for tax preparation training receive access to a test bank that includes the same type of questions found on the RTRP exam.
- St. Paul District (MN)
The St. Paul district is stepping up its outreach to media that cater to residents of color and immigrant communities. Officials say the district is playing catch-up with Minneapolis, which spent much of a $200,000 advertising budget last year on ethnic and community media. Both districts say these efforts are key not only to attracting new students but also to engaging families at a time when a growing number of students don't speak English at home. "We're trying to do more with media outreach than we have in the past, and we're learning from what our colleagues around the country and around the state and in the Twin Cities are doing," said Toya Stewart Downey, St. Paul's media coordinator. But one short-lived member of St. Paul's communications and marketing department says its efforts have been haphazard and, most recently, disproportionately focused on Spanish-language media.
Vidisco Ltd. announced the launch of a new website in Spanish. In order to meet the ever growing demand for Vidisco’s advanced portable Digital Radiography X-ray systems in a wide range of Spanish speaking countries and to enhance customer service there, the company has translated its website into Spanish. The company anticipates that the Spanish language website will enable far greater audiences to become better acquainted with its unique, innovative digital X-ray equipment. Vidisco’s cutting-edge portable digital X-ray systems are already sold in many Spanish speaking countries including Spain, Mexico, Ecuador, Argentina, Peru, Chile, Colombia and more.
- Blue Nile
Blue Nile, Inc., an online retailer of diamonds and fine jewelry, announced the launch of two new sites that enable French and Spanish speakers to experience the full range of Blue Nile diamond engagement rings and fine jewelry in their native language. Shoppers can also purchase using their preferred currency. "More than a million women from all over the world have received diamond engagement rings or gifts of fine jewelry from Blue Nile," said Vijay Talwar, Blue Nile President and General Manager of International. "Constantly improving our service and shopping experience for our international customers is one of our primary goals, and I am thrilled with the launch of our French and Spanish language websites."
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