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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Leo Burnett Tailor Made has won Samsung regional media account. The account was being handled by Starcom, the agency network that is also part of Publicis Groupe. LBTM already worked as creative hub for the region.
- Olympic Games – Rio 2016
In the midst of a political and economic crises, Brazil is getting ready for Olympic sports. Six marketers are paying a total of US$420 million (US$70 million each) to sponsor dominant broadcaster TV Globo’s coverage of the games. About 96 million Brazilians watch Globo every day, according to Adage. The network has been bombarding its audience with content and ads for the last year with the aim of building an Olympic spirit under the slogan “Somos Todos Olimpicos” (“We’re All Olympians.”)The six sponsors, Coca-Cola, Procter & Gamble, Fiat, Nestle, Bradesco bank and wireless provider Claro, are paying for an Olympics package that includes ads and mentions on TV and Globo.com,.Globo also created the Gold Team, a group of 10 Brazilian gold medalists who have been in training for two years to be TV presenters. And Globo developed a virtual table that uses augmented reality to recreate key moments from Olympic contests so commentators can explain tactics and strategy.In adition, Dentsu-owned Rio agency NBS and Posterscopeinvented mosquito-killing billboards. The panels attract mosquitos within a 2.5 mile range by emitting the scent of human sweat and respiration and using fluorescent lights. Once trapped, the mosquitos die of dehydration.
- LATAM Airlines
LATAM Airlines Group revealed its new aircraft design at simultaneous launch events in countries where the group operates.In addition to the new image of LATAM aircraft, the company presented a number of other changes that will be visible from May onwards, including new uniforms, airport signage and counter design as well as a consolidated website (www.latam.com).The first flight of a LATAM-branded aircraft, a Boeing 767, will depart from Rio de Janeiro on 1 May on a one-off journey to Geneva to collect the Olympic torch. The specially prepared aircraft will then return on 3 May to Brasilia, the starting place of the Rio 2016 Olympic Torch Relay between more than 300 Brazilian cities.On 5 May, the first three commercial flights of aircraft with the new LATAM image will operate the following routes: São Paulo-Santiago; Santiago-Lima and São Paulo-Brasilia.More than 50 aircraft are anticipated to be rebranded before the end of 2016 and the fleet-wide process is expected to be finalized in 2018. From 5 May, LATAM’s evolution will also become visible in 13 airports. Changes will range from new-look check-in counters and VIP lounges to rebranded boarding passes and screen displays.
Aeromexico, Mexico’s global airline, was present at the 2016 edition of the Tianguis Turístico travel trade show where it announced its newest routes and flights to further enhance its domestic and international connectivity network.As a symbol of Aeromexico’s commitment to its customers in the State of Jalisco, Goytortua noted that on June 1st, the carrier will start to serve the Cancun market with nonstop flights on board its modern AM Contigo AM B737-800 aircraft with 174 passenger seats, connecting passengers to its domestic and international destinations from cities like Fresno, Los Angeles, Sacramento, and Mexicali, among others. Customers will also be able to continue on their journey to Havana in Cuba from Cancun. He also announced that on July 1st, the carrier will start to serve the Guadalajara-Mérida route with a daily nonstop flight operated with Embraer 190 aircraft with 99 passenger seats, connecting to Chicago, Ontario, San Francisco, and Tijuana, among other destinations in Mexico and the United States.
Starwood Hotels & Resorts Worldwide, Inc.® announced that its Aloft brand will soon debut in Peru, with two new properties in Lima. Aloft Lima Miraflores and Aloft Lima Costa Verde are set to open in 2018. Both hotels are owned by and managed by Libertador, one the leading hotel groups in Peru. Grupo Libertador also owns and manages three Starwood hotels under The Luxury Collection brand in Cusco, Urubamba and Paracas and The Westin Lima Hotel & Convention Center.Aloft is Starwood’s fastest growing brand with 100 hotels in 16 countries now open and the company’s second largest pipeline in hotels.