SALES LEADS LATAM: Mindshare LatAm, Hyatt, Viva Air Group…

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier [email protected].

For prior Sales Leads LatAm editions, click here. 


  • Mindshare Latam

Mindshare, WPP group media agency, is betting on Latam with a new Southern Cone Hub that includes Argentina, Uruguay and Chile. Each country will continue to operate with its local agency while promoting regional projects with specialists in all services. The agencies will continue developing tools and solutions for customers.






  • Hyatt

Hyatt Hotels Corporation announced that a Hyatt affiliate has entered into a franchise agreement with Talbot Hotels S.A. for two Hyatt Centric hotels in Lima, Peru and Santiago, Chile. Expected to open in early 2018, the two hotels will mark the introduction of the Hyatt Centric brand to Peru and Chile.Expected to open in January 2018, Hyatt Centric San Isidro Lima will be located on Avenida Basadre in the heart of the San Isidro municipality. Expected to open in February 2018, Hyatt Centric Las Condes Santiago will boast an unbeatable location right in the center of Las Condes. These new additions further demonstrate the strong potential for growth of the Hyatt Centric brand and follows the recent openings of Hyatt Centric Guatemala City in Guatemala and Hyatt Centric Montevideo in Uruguay.


To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier [email protected] to activate your subscription.


  • Viva Air Group 

Latin American LCC group Viva is considering the launch of new affiliates after placing an order for 50 A320 family aircraft. The 15 A320ceos and 35 A320neos will be used to expand in Colombia and Peru, as well as to support potential start-ups throughout Latin America. The Viva Air Group has expanded much more slowly than initially anticipated since launching VivaColombia in 2012. VivaColombia has shrunk its international network to only four routes, and has also been consolidating its domestic operation, suspending several routes in 2017. However, VivaColombia is still expanding by adding frequencies to existing routes. The group also launched a Peruvian affiliate in May-2017, providing the first LCC option in Peru’s domestic market.The Viva Air Group currently operates 30 routes using 11 A320ceo aircraft in 180-seat all-economy configuration. Viva Air Peru currently operates six domestic routes within Peru using two A320s. Its longer-established sister airline VivaColombia operates nine A320s on 24 routes, including 20 domestic routes within Colombia.The original Viva branded airline, VivaAerobus, operates 68 routes that include 67 domestic routes within Mexico, using 22 A320s.


  • Copa Holdings

The Panama-based airline group Copa Holdings is testing out the multi-brand model with its LCC brand Wingo, which launched operations in late 2016 and is now operating 17 short haul routes. Wingo has already captured a 2% share of seat capacity in both the group’s home markets, Colombia and Panama.Copa is following a typical multi-brand strategy by using Wingo to take over unprofitable routes that were previously under the full service brand Copa Colombia, as well as launching new point-to-point leisure routes that would not be viable under its normal two-class full service product.However, Copa has decided not to follow the typical multi-brand strategy of establishing a new airline from scratch; As the first LCC under a Latin American full service airline group, Wingo is an experiment in many respects. Copa could use Wingo to expand in Colombia and Panama as well as potential other Latin American markets while other full service airline groups may be compelled to establish their own LCC brands or subsidiaries.Wingo currently operates 81 weekly return flights using a fleet of four single class 142-seat 737-700s. Brazil’s Gol and Azul are the largest LCC brands in Latin America (based on seat capacity). Volaris is the third largest, followed by Mexico’s Interjet, Viva and Chile’s Sky.


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