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Sol Meliá, one of the world’s largest hotel chains, announced plans to operate its first hotel in the U.S. with the Meliá Atlanta, a 502-room hotel formerly operated by Marriott as the Renaissance Atlanta Hotel Downtown. Marking the beginning of its strategy to develop additional properties in the continental U.S., the Spanish brand plants its flag on the Atlanta market taking over the hotel operations on October 15, 2010. The new Meliá Atlanta will enjoy a $35 million dollar renovation to be completed by 2013, allowing the property to feature proprietary elements of Meliá Hotels & Resorts, Sol Meliá’s largest brand.
In the Americas, Sol Meliá now covers destinations such as: Mexico, Puerto Rico, Venezuela, the Dominican Republic and Costa Rica. Due to the fact that the United States is a key feeder market for the region the Meliá brand has a strong desire to plant a flag in the continental U.S.
Burger King Breakfast
Brandweek reported Burger King is looking to take a bigger bite out of the breakfast category with a new ad campaign targeting early risers.
BK is launching the breakfast ad onslaught in hopes of snagging market share from McDonald’s—and other rivals—that currently dominate the breakfast fast-food category. Compared to McDonald's, BK currently has very low awareness in the breakfast segment, but it sees an opportunity for growth, said Leo Leon, BK's VP of marketing impact.
In addition to TV spots, BK is debuting network radio, digital and print ads, as well as regional outdoor ads, coupons and Hispanic ads. Crispin, Porter + Bogusky is the brand’s lead agency that created the campaign. LatinWorks handled multicultural advertising duties. Mindshare is the media planning firm.
Beringer Vineyards' launched a Spanish-language advertising campaign last week to target U.S. Hispanics, Adage reported.
The campaign, done by Los Angeles agency Baru Advertising, is themed "Invita el Sabor" ("Welcome Home the Flavor") and kicks off today in Los Angeles with a TV spot (Beringer isn't doing TV in the general market). Vignettes also start this week on lifestyle TV programs "Tu Estilo" on Univision and "Acceso Total" on Telemundo. The campaign includes promotional materials to be given out at events and retail locations. The initial pilot marketing campaign in southern California will run till the end of the year.
In recent years, Toyota has been ranking No. 1 among Hispanics in the U.S. the company launches a campaign driving consumers of the brand to showcase pride in both their culture and Toyota: "somos muchos Latinos. somos muchos Toyota".
A series of limited-edition decals that can be affixed to vehicles, "somos muchos Latinos. somos muchos Toyota" come in nearly 100 different versions, touting cultures and expressions from all over Latin America. Toyota street teams will be distributing thousands of decals across the country at upcoming events including Mexican Bicentennial celebrations in Los Angeles, Houston and Dallas, as well as Hispanic Heritage Month events, cultural celebrations and festivals in Miami, New York and Chicago. Celebrities who will serve as ambassadors for the program will be revealed closer to the event dates.
Don Coleman is taking more direct control of GlobalHue, the Southfield-based multicultural advertising agency he founded in 1988. Coleman, the company's CEO, has taken on the new role of general manager at the Southfield and New York offices. He assumes the office oversight role that was previously that of Vice Chairman Allen Pugh, who retains that title but is now CEO of the sister companies that service the agency.
Adage reported that Chevrolet, General Motors Co.'s biggest brand, is moving its Hispanic advertising account to LatinWorks. Chevrolet's Hispanic account had been handled since 1997 by Miami-based Accentmarketing, which is 49-percent owned by Interpublic Group of Cos.
The Trinity Design Group has taken delivery of its initial Winning Colours Stain Remover inventory, as a new distributor, to supply businesses and consumers in the growing Hispanic market in the United States. Hola Latino is the agency in charge of the Spanish-language advertising efforts.
TDG and Hola Latino will utilize its own Winning Colours specific website limpiadorfantastico.com, community events, contacts amongst retailers, advertising in Spanish language media such and other initiatives to create new awareness of Winning Colours in America by Spanish speaking consumers. Winning Brands has also launched Spanish language video resources on YouTube. Read more here.
Zubi Advertising announces the promotions of four media executives, effective immediately, under the new leadership of Isabella Sánchez, Vice President Media Integration.
Jany Borges, Vanessa Lizama and Claire Zaldivar have all been promoted to Associate Media Directors. Kathy Bonilla has been promoted to Buying Supervisor. Read more here.
Tampico Beverages in tandem with its distribution partner, Pepsi Beverages Company (PBC), has launched a multi-market, multi-media campaign to spotlight its new vitamin-fortified, lower-sugar, lower-calorie juice brand, Tampico Plus®. The Live Life Plus campaign will launch through key U.S. markets via traditional, experiential and online/social media promotional efforts.
Designed to engage the on-the-go and health-conscious consumer, the campaign is scheduled to roll out immediately and continue through November of 2010. It will focus on the 18- to 34-year-old Hispanic and multicultural demographic in key distribution markets including Los Angeles,Miami, Houston, Dallas, Phoenix and Las Vegas. Read more here.
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