A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
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::: Cinemex ::: Coca- Cola ‘Taste the Feeling’ ::: Hilton Garden Inn – Peru ::: LATAM Airlines ::: “Quererlos como son” by Blem:::
Cinemex, one of the largest group of cinemas in Mexico, has confirmed its expansion plan in the U.S. and Latin America to increase its market share through a US$100 million investment that will allow to open 25 centers, in addition to analyze the opportunities Latin America offers. The firm expects to open 25 new facilities in 2016. For that matter, the company expects to invest about US$100 million this year and around US$500 million the next five years, as part of its growth strategy. Cinemex will open cinemas in the United States (the first in Miami) and will open four other resorts in the US territory: one in Florida, two in New Jersey and one in Illinois, hopefully by 2017. The company has been also evaluating the possibility of entering other markets, primarily in Latin America, where they have received several offers.
Coca-Cola has unveiled a new “one brand” global marketing strategy and a new strapline in seven years, as the company aims to align its brand approach across international markets, Mandmglobal has reported.The company is leaving behind its ‘Open Happiness’ campaign, launched in 2009, and introducing the new tagline ‘Taste the Feeling’. The brand will now advertise its range of products – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – under a single campaign.A series of ads, including 10 TV creatives, will roll out globally featuring a new music soundtrack by Conrad Sewell. The ads were created by four agencies: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York.Coke has also teamed up with producer-DJ Avicii to record songs for the campaigns promoting its sponsorship of Rio Olympic Games and UEFA Euro 2016 football tournament.The new ‘One Brand’ approach will share the equity of Coca-Cola, across all Coca-Cola Trademark products, reinforcing our commitment to offer consumers choice with more clarity.
- Hilton Garden Inn
Hilton Garden Inn has announced the opening of the brand’s first hotel in Peru – the new 137-room Hilton Garden Inn Cusco in the city’s historic neighborhood of Santa Ana. The new hotel represents the company’s fourth in Peru and the latest addition to the brand’s growing portfolio of more than 650 hotels worldwide. Located on a hillside, overlooking the historic city and within walking distance to Plaza de Armas, Hilton Garden Inn Cusco offers the perfect home-base to explore the United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Site and the surrounding areas, as one of the hotels with fastest access to the area’s main sites and airport. Once the capital of the Inca Empire, Cusco is known for its vibrant, indigenous culture and historical sites. Hilton Garden Inn Cusco participates in Hilton HHonors, the only hotel loyalty program that allows members to earn Points & Miles on the same stay and No Blackout Dates on reward stays.
- LATAM Airlines
LATAM Airlines has signed a joint business deal with IAG(International Airlines Group) and British Airways and Iberia on flights between Europe and South America. The joint business would benefit customers by providing better links between Europe and South America, greater choice of flights and enhanced frequent flyer benefits. The airlines plan to seek approval from the appropriate competition authorities in South America and will inform the regulatory authorities in the European Union. Under the joint business, British Airways, Iberia and LATAM Airlines Group would cooperate commercially on flights between the European Union and South America. They would expand their codeshare arrangements on flights between and within Europe and South America, significantly increasing the number of destinations that the airlines can offer customers. The agreement would also strengthen the oneworld alliance in which all the airlines are members. Customers would be able to travel more easily on the airlines’ combined route network which would serve more than 100 destinations in South America and 87 destinations in Europe. The airlines would expand customer choice via integrated networks, new non-stop routes, additional frequencies on existing routes and combined fares.
- “Querelos como son”/ Blem
Ogilvy & Mather Argentina has developed Blem’s new campaign “Querelos como son,” which seeks to strengthen the bond and closeness with consumers of the brand, according to Adlatina. With this new campaign, Blem aims all people to care for their objects similarly, without discriminating for their appearance or shape. The campaign features a 30 second spot and two additional 15 second versions of each, for the brand’s latest releases: Blem 3 en 1 and Blem Superficies Delicadas y Electrónicos. Additionally, 6 exclusive pieces were created based on tutorials on how to use the products and revealing also a little more of the story behind the characters in the campaign. Is the first time the brand is working on a communication campaign for the brand as a whole and not specifically for a particular product.