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What: Vertical3 Media was recognized as the 2019 Gold recipient in the category of Digital Marketing Campaign of the Year, by the American Marketing Association’s South Florida Chapter, for their Miami and Beaches Campaign.
Why it matters: This award recognizes Vertical3 Media’s digital marketing media planning and buying for The Greater Miami Convention & Visitors Bureau’s “Temptations” program, which focused on promoting the city of Miami.

Vertical3 Media, the Miami-based digital advertising and marketing agency, has announced that the American Marketing Association‘s South Florida Chapter has recognized the company as the 2019 Gold recipient in the category of Digital Marketing Campaign of the Year, for its Miami and Beaches Campaign.

The award ceremony took place on February 27 in Miami. Many well-known agencies were present and received prizes in different categories

“We feel honored to receive such a prize from the American Marketing Association and to be recognized as 2019’s Gold recipient for Digital Marketing Campaign of the Year. At Vertical3 Media we strive to do our best and be our best with every client, in every campaign,” said Juan Jose Nunez, Founder and CEO of Vertical3 Media. “Our mission is to help our clients grow and achieve their goals using our knowledge and expertise in the digital marketing field. We’ve been doing this for over nine years and we are very proud of what we have accomplished in this time. This award makes us proud of our job and the dedication we pour to our clients.”

This award recognizes Vertical3 Media’s digital marketing media planning and buying for The Greater Miami Convention & Visitors Bureau’s  “Temptations” program, which focused on promoting the city of Miami among local residents and visitors, as well as its cultural, sporting and gastronomical events throughout the year with widely-known campaigns such as “Miami Spice” and “Miami Spa.” Vertical3 Media also worked very closely with Relebrand Miami for this campaign.

“It is a pleasure to give this 2019 Gold Digital Marketing Campaign of the Year award to Vertical3 Media’s team. They did an outstanding job with their campaign promoting Miami and its Beaches through the Miami Temptations Campaign and good work should be recognized. We will definitely look out for more work from them in the future,” expressed Pedro Galvan, President of the American Marketing Association’s South Florida Chapter.

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

For prior Sales Leads editions, click here.

 

  • Reebok

English footwear and apparel company Reebok, subsidiary of sportsgiant Adidas,  has appointed Deutsch its new global creative agency of record after a formal review. Venables Bell & Partners was the incumbent. The appointment does not affect media incumbent MediaCom, which won the brand’s media review last year. The business will be led out of Deutsch’s New York office.

 

 

 

 

  • Bank of America

Bank of America is revamping its digital platforms to serve the nation’s Spanish-speaking community, South Florida Business Journal has reported. The move is aimed at luring the Hispanic population, the largest minority group in the country. At nearly 59 million, the U.S. Hispanic population constitutes 18.1 percent of the country’s population – and it’s only expected to grow. Approximately 41 million Hispanic-Americans are native Spanish speakers and another 11 million are bilingual, according to the U.S. Census Bureau.Andres Intriago, senior vice president and Spanish digital strategy lead for Bank of America, is spearheading the bank’s Spanish digital initiative. Bank of America’s website and mobile apps are already available in Spanish as 1.7 million of the bank’s 25 million mobile users have said Spanish is their language of preference, and another 2.5 million digital users have indicated they would like to see more Spanish-language products from the company.

 

  • Amazon

Amazon is offering a new service called Amazon Cash that allows customers without bank or credit accounts (or who would prefer not to use them) to make online purchases with good old-fashioned paper money. Amazon Cash users do need to have an Amazon account and a mobile phone.To take advantage of Amazon Cash, consumers bring cash to a participating CVS, GameStop or 7-Eleven store location. They then verify their Amazon account in one of two ways. Amazon’s strategy behind this move is to engage those 32.6 million consumers in the U.S. that don’t use banking services (unbanked) or make limited use of them (underbanked). Particularly, to attract more African-American and Hispanic consumers, who are the most likely ethnic groups to be unbanked, according to an FDIC study, Mediapost has reported. Amazon Cash is the most recent effort by Amazon to engage Hispanic and African-American consumers. In 2017, the brand released its Spanish-language version of Amazon.com.

  • Mastercard

Mastercard debuts its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation. Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.The Mastercard melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance sounds.In the lead up to the 61st GRAMMY Awards®, Mastercard will launch a new multi-channel marketing program starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal®, a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods and KYLE that will engage visitors’ senses and bring the brand to life in an entirely new way.Located at 8500 Sunset Boulevard in West Hollywood, The Mastercard Sensory Lab will be open at Fred Segal on February 8 and 9 from 11 AM to 6 PM. Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC at Mastercard and Lorena Holguin, LAC Sponsorship Director at Mastercard are both members of Portada´s Council System. 

  • Planet Fitness

Planet Fitness, Inc., one of the largest and fastest-growing franchisors and operators of fitness centres in the US with more than 1,600 locations system-wide, has appointed Kansas City-based independent agency, Barkley lead agency. Barkley will handle creative, strategy, experience and design in addition to media planning and buying for the brand. Barkley will primarily focus on brand awareness, growing memberships and expanding the Planet Fitness footprint in the US and internationally.

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • P&G

P&G announced its acquisition of This Is L., owner of L. products, to meet growing consumer demands for period products in the naturals segment. Its portfolio primarily includes beautifully designed, high quality tampons, pads, liners and wipes made with organic cotton.L. is a purpose-driven, inspirational brand with many opportunities for future growth. For every L. product purchased, a donation is made to improve product accessibility to girls and women in need in the US and around the world.L. has experienced rapid growth, breaking barriers and making their products available to consumers in more than 5,000 stores across the U.S. With its donation program, the company is on track to provide access to over 250 million products, bringing the efforts to unprecedented scale.This acquisition will grow P&G’s Feminine Care business in the naturals segment and accelerate growth for L. products while continuing to support women and girls together.

 

We are thrilled to announce that Federico Grinberg, CEO of FutbolSites, is joining the Portada Sports Marketing Board, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Federico Grinberg is Co-Founder and CEO at Futbol Sites, a top digital sports media group in Latin America & Hispanic America, with one of the largest audience in its category, reaching more than 25 million unique users every month. Federico began his career in Buenos Aires, Argentina and led the opening of new markets for Futbol Sites, such as Brazil, Chile, Colombia, Mexico, and the U.S. Since 2014 he oversees the global strategy of the company from their offices in Miami, Florida.

Portada: What are your objectives at Futbol Sites?

Federico Grinberg: In terms of ad sales, our goal is to keep a two digits growth YOY and to continue growing our monthly reach in Latam & US focused mainly on organic sources (SEO, recommendations and direct visitors). Innovation is crucial for us: not only in our editorial products but also in our advertising offer. In the editorial side, we continue investing in our newsrooms, we do believe in teamwork and collaboration. In the ad sales side, our goal is to provide to our clients a brand safety inventory, with high viewability, offered both direct and programmatic. We are also testing in some countries other business models and building our own e-commerce, but ad sales and branded content still representing +95% of our revenues.

 It’s an honor to be part of such an experienced committee. Being in touch with this high-level professionals is always good for networking and for learning more about the sports marketing industry in US.

Portada: How do you expect to accomplish those goals in 2019?

F.G.: We have been experiencing an important growth in sales in the US Hispanics Market, and an increasing demand in terms of branded content campaigns. We also have two big regional events for the Americas: Copa America Brazil 2019 and Gold Cup USA 2019. Programmatic is becoming much more mature in the region, and we expect to have a big lift in terms of Programmatic Guaranteed deals for quality video inventory (instream and outstream). Apart from all these regional events, such as the expanded editorial offer we launched in the past few months a Gaming & E-sports newsroom, we added a specific team dedicated to US sports (MLS, NBA, NFL, MLB, UFC, etc), and increased marketing investments in new sources of visitors like push notifications, chatbots and live streamings are going to push our audience numbers up.

What: The Los Angeles Kings have ramped up outreach to the Latino community with ESPN Deportes Spanish broadcasts and a Mexico City clinic.
Why it matters: While most L.A. teams have added Spanish broadcasts, only a handful of NHL teams have followed their lead; the success of the team’s commitment may sway others to follow suit.

Francisco X. Rivera and Nano Cortés

We have seen the success that the Vegas Golden Knights (@GoldenKnightshave had with Spanish language hockey broadcasts in the desert, and their increased awareness around embracing all things Latino. Can their Southern California rivals be next into the mix?

This season the Los Angeles Kings (@LAKingsare looking to try the wayback machine, albeit for 10 games to start, by bringing Spanish language NHL broadcasts back into the fold for the first time in 20 years. So far, so good.

How unusual is it to hear hockey—NHL hockey anyway—in Spanish? Other than Vegas’ success, only Chicago (@NHLBlackhawks), Florida (@FlaPanthers) and San Jose (@SanJoseSharkshave pushed Spanish language broadcasts. Still, for the 3.3 million people who both have an affinity for sports and speak Spanish first in L.A. County, let alone the 50 % of the residents who identify as Hispanic or Latino, the idea isn’t that crazy.

…[T]he Kings efforts show an affinity to identify and cultivate a niche that has been left undeveloped.

Hockey is still being introduced to the Hispanic community in some ways after all these years. With all we have going, this guarantees we can penetrate into the Hispanic market on this platform.” Mike Altieri,  (@MichaelAAltieri), the team’s head of communications and broadcasting, told the LA Times last month, and the results have been pretty solid, especially on social media.

There is certainly a market for Spanish language sports in L.A., with the Dodgers having has Spanish language games since Walter O’Malley brought the team west (Fernandomania didn’t hurt, either!). The Lakers (@Lakers), Rams (@RamsNFL), Clippers (@LAClippers), Angels (@Angelsand Galaxy (@LAGalaxy), as well as LAFC (@LAFCand Chargers (@Chargers), all have Spanish language broadcasts, with only the Anaheim Ducks (@AnaheimDucksnot trying to make the mighty connection to the tech savvy and increasingly affluent demo.

There is also a strong affinity to try and connect fans of soccer with hockey vs. American football given some of the ebbs and flows of the sport, but it’s an experiment worth noting, with very little risk and potential reward. The reward? New fans for one, casual interest in the game number two, and brands who may see the crossover as valuable to their ever-expanding and sometimes challenged outreach to the Latino community in finding extra value around sports.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

Luc Robitaille

That added value is also seen in the community, where the Kings went far south to host a three day camp in Mexico City last month. The camp was held at the La Pista Interlomas ice rink and hosted over 100 youth ice hockey players ranging from 10-18 years old. The state-sponsored Sports Diplomacy program is focused on youth empowerment and coach development for ice hockey in Mexico.

“We were thrilled with the opportunity to teach our great game to the youth of Mexico. The fundamentals of hockey are important skills for both physical and mental development and we were excited by the attendance and greatly encouraged by the level of talent that exists within Mexico’s youth hockey community,” said Kings President, Luc Robitaille. “We are already planning our next visit and the chance to expose even more kids to the game of hockey.”

Now is suddenly hockey going to surpass the Latino interests tied to baseball, soccer or even the NBA (@NBAand NFL (@NFLquickly? No. However the Kings efforts show an affinity to identify and cultivate a niche that has been left undeveloped, one that continues to grow and has solid crossover potential down the line, especially with no other NHL franchises entering the space to the far south, or for that matter east or even north to the Bay Area.

If you are going to own a market, own it all, and that’s what “Los Reyes” may be doing, on air and in community.

Subscribe to Portada’s daily Sports Marketing Updates!

Cover Image: Kings/NHL.com

What: Grocery retailers are identifying opportunities in the Hispanic market, and many of them are merging with or acquiring other store chains in order to better benefit from that opportunity.
Why it matters: Not only are Hispanic and ethnic supermarkets a growth sector, but multicultural consumers also substantially influencing grocery and cuisine trends of the overall U.S. population.

For quite a few years now, multicultural consumers have influenced grocery and cuisine trends in America. Things like pizza, sushi, and tacos are such a big part of food culture that no one hardly ever questions their place within American culture, but as populations continue to evolve, manufacturers and marketers need to study the details of multicultural Americans’ buying behavior that are inspiring new trends.

Hispanic Aisles, Who Cares for Them More?

According to a survey conducted by Nielsen in 2016, 32% Americans would pay more for a brand that understands multicultural needs, while nearly half would shop more at a retailer with more multicultural products. However, it is evident that there are differences according to demographic and age segments. For example, it is important to know that 61% of U.S. Hispanic Millennials shopped at a Hispanic supermarket in 2015, and 51% of Hispanic Millennials are drawn to Hispanic grocers because they have a panadería or tortilla shop. 40% of American Millennials are multicultural, and more than half of this group are Latinos.

 

Gender should also be considered, as Latinas have increasingly become the breadwinners and purchase decision-makers in their households. As Nielsen found in 2017, 68% of Latinas prefer to buy brands they trust, and 79% say they cook meals frequently to retain a connection to their native culture. However, marketers need to focus not only on Hispanic consumers, but they also have to look at how they influence the general market in order to really understand growth opportunities for their products. When Nielsen measured Intercultural Affinity (ICA) for Hispanic-oriented products, it found that ambiculturals in general spend more on beans, tortillas, and refried beans than monoculturals. Then, retailers are not only addressing Hispanics, but also consumers from other cultures capable of boosting the growth of culturally Hispanic products.

What’s in Store for 2018

According to a report issued by “The Why? Behind the Buy US Hispanic Shopper Studies” in December, 2017, the purchasing power of the estimated 57 million Hispanics in the US has soared to never-before-seen levels. They have become one of the most lucrative ethnic groups in the retail grocery market, and that is directly related to the growth of the Hispanic community.

According to “The Why?”, 79% of Hispanics go grocery shopping with family members and 60% bring their children, which drives them to spend more. Also, they enjoy shopping more than non-Hispanics, and they like experimenting with new flavors, even more so if they have an opportunity to make healthy choices.

“The Why? Behind The Buy™ U.S. Hispanic Shopper Studies have continued to show that Hispanic shoppers bring family members to the grocery store, and often, their companions are their children,” said Marianne Quinlan-Sacksteder, Director of Insights, Acosta. “In fact, Hispanic children are more likely to influence grocery purchase decisions across many categories compared to children in total U.S. shopper households, creating opportunities for brands and retailers to speak to both parents and their kids.”

Hispanic shoppers also understand that digital marketing enhances their visit to the grocery store and “makes their lives easier”. 6 out of every 10 Hispanic shoppers enjoy digital technologies such as digital flyers, mobile coupons, loyalty programs, and shopping apps.

What are Grocery Retailers Doing to Benefit From This  Opportunity?

In short, they’re joining strengths. In July, 2017, KKR and Victory Park Capital Advisors took proprietary interests in two grocery chains and merged them under one management unit. With this move, San Jose-based Mi Pueblo supermarkets and Cardenas Markets of Southern California became one of the largest chains of Hispanic-oriented supermarkets in the US.

 

“Cardenas Markets and Mi Pueblo are committed to the communities they serve, and through this integration, they will be able to better deliver for those communities,” said KKR spokesman Vishal Patel. “With a vision of becoming the leading Hispanic grocer in the country, Cardenas Markets LLC will continue to prioritize their loyal customers through the company’s continued growth, while creating jobs and offering rewarding career paths for employees along the way.”

 

Minneapolis-based wholesaler Supervalu has been trusting the success of ethnic-oriented independent stores. The company noticed the Hispanic expertise of Unified Grocers and Associated Grocers of Florida and acquired both of them.

“We’re obviously investing significantly in the Hispanic market and in people’s desires to have different types of food and authentic food,” said Mark Gross, president and CEO, Supervalu. “This is a core strength of our customers, and I see us building on that going forward.”

With the acquisition of Unified and AG of Florida, Supervalu intends to create a nationwide framework of distribution of ethnic and specialty foods.

“Unified’s retailers operate some of the industry’s most exciting and responsive Hispanic and other ethnic formats,” Gross said at the time of the Unified acquisition.

 

 

 

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

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

  • Intuit QuickBooks

Intuit’s QuickBooks, the rated small business accounting software, has appointed Omnicom Hearts & Science US to handle media duties and TBWA\Chiat\Day Los Angeles to handle creative duties. The appointment was made after a three-month review process.Intuit’s QuickBooks division spent nearly US$38 million on measured media in 2016 according to Kantar Media.

 

 

 

  • Novus Inc.

Novus the renowned Puerto Rican shoe store brand lands at Florida Mall, Orlando. With over 40 years of experience, Novus is expanding to the United States with new NOVUS store is located in the central atrium of the Florida Mall, one of the most visited shopping centers in Orlando. According to Sandra Castellon, Grupo Novus Marketing Director, a large number of  Puerto Rican followers of the brand have has emigrated to Orlando. The Brand is also betting on growing into different markets similar to its’ preferences and likings.Novus sells exclusive brands designed and made in Brazil, Italy, Spain and Asia.  The company was founded in 1973 with its first store Novus and then grew to 65 stores between Puerto Rico and the Dominican Republic.

Drinks giant Diageo intends to use its marketing expertise to boost the image of cachaça, the Brazilian sugarcane spirit, and to increase sales of the Ypióca brand it bought five years ago.

  • Gruma-Mission Foods

Gruma S.A.B.,  one of the largest producers of corn flour, tortillas and flat breads in the world, will produce 30 Million tortillas daily at its new plant in Dallas, Texas.It will produce wheat and corn tortillas, as well as tortilla chips and flat breads, under its global Mission brand and domestic brands like Guerrero and Calidad, to supply the states of Oklahoma, New Mexico, Arkansas, Louisiana, Kansas and northern Texas.With this new plant located in the Texas city of Dallas, Mission Foods will create 1,000 direct and more than 4,500 indirect jobs. It has specially designed areas for the production and packaging of each product, with ecological equipment that guarantees environmental and health controls in processes.Gruma has been operating in the United States for the past 40 years. In 1977, it opened its first tortilla plant in Canoga Park, California, and later acquired the small tortilla factory Mission, located in the San Fernando Valley of Los Angeles.Gruma operates primarily in the United States, Mexico, Central America, Europe, Asia and Oceania. The company has its corporate headquarters in San Pedro Garza García, Mexico, and has around 20,000 employees and 75 plants.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Cacique®/ Guerrero®

Cacique®, top brand of authentic Mexican style cheeses, creams and chorizos in the U.S., and Guerrero®, the leader in tortillas and tostadas for the U.S. Hispanic market, announced the winners of its “Dia de los Muertos” school art contest held within the Los Angeles Union School District (LAUSD) on Friday, November 17. During an awards ceremony at Roosevelt High School, the co-sponsors presented US$10,000 in prize money to contestants in honor of their creative works of art, which included short videos, songs, paintings and altars showcasing personal connections to the Día de los Muertos holiday.A total of 47 prizes, ranging from US$50 to US$500, were awarded across each categoryCacique® is a family-owned business founded in 1973 and headquartered in Monrovia, California. Today is one of the leading  Hispanic cheeses, creams, yogurts and chorizos brands in the United States.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Herb Scannel has been appointed CEO of Latino media company mitu. He was most recently president of BBC America. Prior to that he was CEO of online video platform Next New Networks, vice chairman of MTV Networks and president of Nickelodeon.

 

 

 

 

Victor X. Cerda, SVP of Corporate Strategy  at V-me Media has been named to the Federal Communications Commission (FCC) Advisory Committee on Diversity and Digital Empowerment (ACCDE). The ACDDE will hold its first meeting on Monday, September 25, 2017.

 

 

 

 

Havas Media has launched its out-of-home division Adcity in the U.S., following its rollout in Europe, Asia and Latin America. Alissa Ananieva, a media and OOH advertising veteran, has been appointed Director to run the U.S. operation. Previously, Ananieva was director of growth programs at UK OOH media company Exterion Media.

 

 

 

 

John Osborn has been appointed CEO at OMD U.S. He will succeed Monica Karo, who was appointed chief client officer at OMD Worldwide. Osborn was most recently CEO of BBDO New York. He had spent more than 20 years at BBDO. 

 

 

 

 

 

Kirsten Flanik was promoted to succeed Osborn as CEO at BBDO New York. She was previously president and will also retain that title.

 

 

 

 

 

Florian Adamski has been named global CEO of OMD, succeeding Mainardo de Nardis, who was elevated to the newly created position of vice chairman of Omnicom Media Group, of which OMD is a part.

 

 

 

 

 

Kyung Soo (Kenny) Lee has been named president and CEO of Hyundai Motor America. Mr. Lee will be responsible for Hyundai’s U.S. sales and marketing and will take over president and CEO duties starting on September 18. Jerry Flannery has returned to his position as the company’s executive vice president, chief legal and safety officer.

 

 

 

 

 

UNITED COLLECTIVE has hired Kristin Jackson as Chief Financial Officer and Chief Operating Officer. UNITED COLLECTIVE was formed in January and consists of creative agency GALLEGOS United, business planning consultancy POLY United, content creation and post-production offering LUNA United, digital agency CANVAS United and public relations firm ROX United. Jackson comes from Huge, where she spent three years as Group Vice President, Finance for the West Coast.  Prior to Huge, she was Vice President of Business, Finance & Administration at EDC Communications a division of Vision 7 International.

 

 

 

Yale Wang has joined sports-first streaming live service fuboTV as VP and head of North America marketing.

 

 

 

 

 

Paul Alfieri has joined advanced TV ad company Cross as chief marketing officer. He was previously senior VP for the Turn Marketing Platform (now Amobee Marketing Platform).

 

 

 

 

 

VML has hired Fabio Seidl as executive creative director, overseeing VML New York‘s creative department and work for brands such as New Balance, Greater Miami Convention & Visitors Bureau, AMC cable television, LEGOLAND Florida Resort and the United Nations. Originally from Rio de Janeiro where he started as a copy writer, Seidl brings global experience and a unique perspective, having worked at Ogilvy Brazil in Sao Paulo and McCann Europe. Most recently, Seidl was at 360i in New York as a group creative director.

 

 

 

Gina Oliva has been named Senior Director of Marketing for NBCUniversal Owned Television Stations,  effective Monday, September 18th.In this role, Gina will provide strategic marketing guidance and support to NBC and Telemundo station Brand Directors. She will also collaborate with our cross-divisional and syndication partners on marketing priorities. In addition, she will lead the strategic development and management of all division-wide initiatives and tent pole events. She will report to Therese Gamba, Senior Vice President of Marketing and Acquired Programming and work with Kelly Bohling.Gina joins NBCUniversal from WABC-TV where she worked as marketing producer and account executive for the last three years.

 

The PortadaLat Awards have announced the 2017 Travel-oriented Award nominees. Voting is open through May 19 to determine the winners of two categories: Top Travel Marketing Campaign and “Viajero Inteligente” Business Traveler Award. Below are the 15 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote which candidates win. Check out the nominees and vote for your favorite now!

Don’t forget to register to join top travel industry leaders and game changers in Miami, June 7-8 for the ninth annual #PortadaLat Conference. The event kicks off on June 7 with a spotlight on travel marketing in the U.S. and Latin America. Learn more about Portada’s new ticket options and full agenda.

‘Viajero Inteligente’ Business Traveler Award

Individual business travelers, including journalists, as well as companies. The nominees explain why and how traveling to Latin America has substantially helped them to get new ideas/perspectives to grow personally and in business.

Ian Mader

Ian MaderIan Mader is the Associated Press Florida news editor based in Miami. His Spanish skills and his international experience are an asset to AP’s coverage of the cosmopolitan state of Florida.

 

Ignacio Cassinelli

Ignacio CassinelliSocial Media Maven and Soccer Expert Ignacio Cassinelli was born in Latin America (Uruguay). Cassinelli’s thorough understanding of the Latin American sports fans are a very important asset he uses as a key executive at Charlotte, NC, based AC&M Group.

Las Travel Blogueras

Las Travel BloguerasAmanda from “Las Travel Blogueras” is a globe trotter, she’s constantly traveling, not only for campaigns and coverage but for inspiration and motivational as well. She moved to Mexico as a student to learn Spanish, and also participated in an abroad program in Ecuador where she lived there to immerse in the culture. With her friend Andrea from Argentina, their blog “Las Travel Blogueras” has taken off as a top US Hispanic social platform to share experiences from all over Latin America and the USA with a Latino twist. Traveling has definitely helped her get new ideas and perspectives to grow personally and in business.

Link to Campaign/Brand.

Layla Caballero

Layla CaballeroMedia executive Layla Caballero has extensive sales and operational leadership experience defining and developing business opportunities in both traditional and new media environments. Her Latin American background and passion have been an asset for her career in multicultural media.

Mariana Ferrari

Mariana FerrariI have an online education platform. I publish a video every week called HappyMonday. However, the way to really grow my business is to visit my top markets (Mexico, Spain, Argentina) and meeting my fans and followers. When I do that, I get to understand exactly what is it that they really need to overcome in order to move a step forward in their lives. In one of my visits last year to Madrid, I realized that the one key thing that Latin’s fear is to be criticized.

So, I did to videos (one celebrating my birthday from Madrid and talking about the city and one speaking about how to overcome the fear of being criticized.

Accomplish your dreams (video from Spain) which mix travel tips with personal development tips: https://youtu.be/amRK9RmLeU8

Link to Campaign/Brand.

Myriam Marquez

Myriam MarquezMyriam Márquez is the executive editor of el Nuevo Herald, the largest Spanish-language daily in the U.S. Born in Havana, where her mother taught school and her father shuttled tourists around in his taxi, Márquez’s life in Cuba came to an abrupt halt when Fidel Castro seized power. Márquez, who began her career as a local news reporter, found her niche in sharing views as a columnist and editorial writer, exposing wrongs, advocating for the rights of all citizens and sharing tales through the lens of a bilingual, bicultural experience.

Top Travel Marketing Campaign – Presented by HSMAI

Brands and their agencies (Brand/Agency) who have done campaigns promoting travel and hospitality related services. The campaign should have targeted audiences in the U.S. and/or audiences in Latin America over the last 12 months. Please provide information about brand/agency, objective/media (earned and paid) as well as the results of the campaign.

“Discover Your Aloha” Hawaii Tourism / Expedia

“Discover Your Aloha” Hawaii Tourism / ExpediaThe Hawaii Tourism Authority (HTA) and Expedia joined forces on a travel marketing campaign, promoting vacations in the Hawaiian Islands with new facial-recognition software. Titled “Discover Your Aloha,” the campaign made use of a microsite, discoveryouraloha.expedia.com, that offers users a chance to view drone video footage captured in the Islands. As the video plays, the site’s facial-recognition software, developed specifically for the campaign, identifies which imagery elicits the most positive response from the viewer.
A facial recognition algorithm then identifies the viewer’s personal preferences and creates customized travel recommendations within Hawaii. Site users can then book a personalized vacation package that offers discounts of up to 50%, including exclusive offers from participating Hawaii hotels.
The yearlong campaign, launched Sept. 26, functions on desktop and mobile devices and is aimed at consumers across the U.S. Canada, Australia, and New Zealand, with promotional advertising running on Expedia, Hotels.com, Orbitz and Travelocity.

brands travel/ visit Houston

brands travel/ visit houstonBrands Travel has been in charge of the development of a fully integrated marketing campaign to create awareness of Houston as a leisure destination, increasing overall inbound travel from Mexico as its leading international market.

As the marketing agency of record for Mexico and Latin America, Brands Travel has worked with Visit Houston in the development of a fully integrated marketing campaign; named HOLA HOUSTON that includes branding, social media, PR, content, special events and media, with the objective to generate both offline and online awareness as a leisure destination.
As a result, visitors from Mexico have surpassed the 2 million mark. Additionally, social media has exponentially grown 450% in the past year.

We integrated a social media influencer strategy, generating more than 10 million impressions on a target market and over 2 million USD in media ROI.

Link to Campaign/Brand.

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

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  • Grupo Gallegos acquires Canvas and RLR Public Relations, changes name to Gallegos United

Grupo Gallegos isgu_logo_splash2x changing its name to Gallegos United. The agency will also buy 30-person New York digital agency Canvas and PR shop RL Public Relations & Marketing, which will operate as Canvas United and ROX United. Business consultancy company Poly and a post-production house called Luna, both already owned by Mr. Gallegos, are re-branding as Poly United and Luna United, with Luna also expanding in content creation. Mr. Gallegos will be CEO of all five companies. Gallegos United, the former Grupo Gallegos, is the biggest piece of United Collective, with about 90 of the total 150 staffers. In 2015 and 2016, Grupo Gallegos’ revenue was flat, at about US$21 million. Grupo Gallegos clients include Comcast, one of its three biggest, along with California Milk Processor Board and Kia, and that ROX United is the AOR for both general market and Hispanic PR for California Milk Processor Board.

  • Walgreens

cx-83687d_hero-1442x435b-1Walgreens has released its’ latest campaign “Let’s Grow Old Together” around HIV awareness, created in partnership with creative agency GSD&M.So, as part of an ongoing effort to provide treatment support for and education around HIV, Walgreens has created an immersive, online community specifically designed for those living with HIV, their loved ones and anyone else looking to understand the diagnosis.Walgreens knows with the right care and support, we can all grow old together. At Walgreens.com/letsgrowoldtogether, anyone living with HIV – from the newly diagnosed to those who have been living with the disease for years and anyone in their community – can access vital information. The site features content that walks visitors through 10 key milestones—like the moment of diagnosis, sharing the news and changes in treatment plans. Each features the stories of and advice from real people living with HIV to help arm others with the knowledge of what to expect and the tools to handle everything along the HIV journey.Site visitors can connect with one of Walgreens’s specially trained pharmacists in real time online or find one of the hundreds of HIV-specialized locations across the country. OMD handles media for this campaign.

 

  •  National Pork Board

national-pork-board-and-heartthrob-carlos-ponce-bring-el-sabor-de-hoy-to-latinos-null-hrThe National Pork Board (NPB) launched ‘El Sabor de Hoy’ campaign, aimed at Hispanic consumers in the U.S. The campaign tries to create awareness of pork’s unequaled flavor and now value making it the ideal protein on any occasion for Hispanic consumers.The campaign features Puerto Rican actor, singer-songwriter, host and pork lover, Carlos Ponce, to heat up kitchens across America and bring ‘El Sabor de Hoy’ campaign to life. It will also include a national sweepstakes that gives fans a chance to win a round trip to Miami to meet Ponce and be his guest at a pork event during one of the country’s favorite food events, the Food Network & Cooking Channel South Beach Wine & Food Festival®. The festival takes place in Miami from February 22-26, and all proceeds from the Festival benefit the Chaplin School of Hospitality & Tourism Management at Florida International University.

  • Sprint

descarga-1Sprint released its’ latest television spot on Friday, January 27. The spot features the iconic Spanish group from the 80’s, Locomía, performing a unique version of their famous song “Locomía.”Created by ALMA, the Miami-based Multicultural Ad Agency, the vision was to continue to deepen consumer awareness and affinity through the love and connection to music. This new spot features the former Verizon spokesperson, Paul Marcarelli, who switched to Sprint.The mission was for the spot to communicate Sprint’s unlimited data plan and evoke the pride of belonging to not just any network, but to a network and family that is getting better everyday. So much so, that more and more people are identifying and resonating with more and more people, hence the main lyric and spot title, “Como la mía.”Music has proven to be a catalyst in re-establishing a relatable and emotional connection with the Hispanic audience for the brand and this music infused campaign has been among Sprint’s best performing spots in persuasion and enjoyment against Sprint norms as well as the overall wireless category.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Grupo Gallegos acquires Canvas and RLR Public Relations, changes name to Gallegos United

Grupo Gallegos isgu_logo_splash2x changing its name to Gallegos United. The agency will also buy 30-person New York digital agency Canvas and PR shop RL Public Relations & Marketing, which will operate as Canvas United and ROX United. Business consultancy company Poly and a post-production house called Luna, both already owned by Mr. Gallegos, are re-branding as Poly United and Luna United, with Luna also expanding in content creation. Mr. Gallegos will be CEO of all five companies. Gallegos United, the former Grupo Gallegos, is the biggest piece of United Collective, with about 90 of the total 150 staffers. In 2015 and 2016, Grupo Gallegos’ revenue was flat, at about US$21 million. Grupo Gallegos clients include Comcast, one of its three biggest, along with California Milk Processor Board and Kia, and that ROX United is the AOR for both general market and Hispanic PR for California Milk Processor Board.

  • BET Networks

bet_twitterbetlogo_400x400Viacom’s BET Networks has appointed Interpublic Group agencies MullenLowe Mediahub and Identity as media agencies of record following a review. Prior to this appointment, BET worked with Harmelin for 18 years.While the company did not disclose financial details around the dual media agency relationship, said the shops will help BET “make sure our money goes further” through data-enhanced planning solutions and strategic partnerships. Viacom spent US$559.7 million on U.S. advertising in 2015, according to the Ad Age Datacenter.

 

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nnnnnnMarriott International, Inc. has named Kerstin Sachl as Director of Public Relations and Social Media for the Caribbean and Latin America (CALA) region. In this role, Sachl is part of the CALA Marketing and Digital leadership team and responsible to develop and lead public relations and social media strategies that integrate into Marriott International Caribbean and Latin America’s overall development and marketing plans. In her most recent position, Sachl flexed her entrepreneurial muscle founding a boutique public relations agency – Daddy PR. A native of Germany, Sachl currently resides in South Florida, where Marriott International Caribbean and Latin America maintains their regional headquarters in Plantation.

 

 

qporoa1w_400x400Microsoft named Fabio Scopeta leader of the DX (Developer Experience) for Latin America. Prior to joining Microsoft Latin America, the executive served in various positions at IBM.

 

 

 

cvvjcgzwaaackzgAntonio Martins has been appointed President and General Manager of IBM Mexico. The Brazilian executive will succeed Salvador Martinez Vidal. Prior to this appointment, Martins served as Vice President of App Development Consulting unit in IBM for Latin America.

 

 

 

svlj0hlb_400x400JeffreyGroup announced the appointment of Diego Campal as Market Leader of its’ Buenos Aires office and Regional Director, specializing in public affairs. He will be responsible for business development in Argentina, where the company already advises clients like Airbnb, Airbus, Johnson & Johnson, Hotels.com, Miami Tourist Office (Greater Miami Convention & Visitors Bureau) and Food Network, among others.

 

 

 

descarga-10Havas Group confirmed Lorena Ochera is the new Managing Director of Forward Media. Ochera joined Havas Group in 2000. Havas Group is organized into two main areas: Havas Media Group, which gathers media agencies Havas Media, Arena Media, Forward Media and Havas Sports & Entertainment; and Havas Creative Group, which integrates advertising agency Havas and Havas Health.

 

 

 

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Hertz’s

PROG 2 (2)WPP’s MEC is car rental company Hertz new media agency of record in the US, Canada and Latin America. MEC will replace incumbent agency Florida-based FKQ Advertising.The win follows a “media pitch which consolidates media investment, planning, strategy, digital, SEM, SEO, mobile, analytics and insight, and affiliate marketing with one agency,” according to MEC.In 2015, the company reported total advertising costs of US$170 million.

  • Coca Cola

Coca Cola is activating the 2016 Rio Olympic #ThatsGold Campaign. Broadcasters NBC and Telemundo are featuring #ThatsGold throughout the Games. Digitally #ThatsGold will be threaded throughout the NBC Olympics website featuring live updates from Rio. All this, will be supported by OOH, Cinema, and Retail activation. The campaign will also be social in nature, featuring a series of three video vignettes, produced in partnership with NBC, that focus on some of the happiest and most triumphant moments enjoyed by athletes. (READ our Interview with Melissa Palacios, Associate Brand Manager, Coca-Cola Brand Team, Adult Consumer Segments)

  • Toyota

Toyota continues to celebrate the Corolla’s 50th anniversary across the U.S., and is made a stop at the 2016 “Celebrando Latinas” conference taking place August 6, 2016, at the Hilton San Diego Bayfront in San Diego, California. Toyota is a proud sponsor of the sixth annual conference, which is the nation’s largest Latina-focused event conducted entirely in Spanish. Toyota’s participation will come to life via its Recorriendo Historias themed interactive booth where passersby are encouraged to draw their favorite road trip memories on a canvas-wrapped Corolla, then share their stories, photos and videos on social media for the chance to win prizes.)

  • Harley-Davidson

5PbTWa3G_400x400Harley-Davidson has selected a customized team from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account.The team is Headquartered in Detroit, with regional hubs in New York, London and Singapore.The newly-created Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies. The partnership will also be executed across Harley’s top 12 country markets, which includes the U.S., Brazil, France, DACH region (Germany, Austria, Switzerland), Italy, UK, Australia, India, Japan and China. Publicis Groupe’s Starcom and Digitas are also no longer on Harley’s agency roster.

  • Ford

fkzXsoN__400x400Ford Motor Company is launching its most aggressive Snapchat ad campaign to-date, centered around the 2016 Olympic Games in Rio de Janeiro, Brazil. However, Ford is not being an official sponsor and is not permitted to use any of the Olympic Committee’s protected phrases.According to Automotive News, the campaign will feature the 2017 Ford Escape crossover , and will consist of more than thirty 10-second Snap ads. The spots will be unmistakably Olympic-themed, without encroaching upon the Committee’s restrictions. The campaign will be an extension of Ford’s recent string of Escape ads which feature the phrase: “Life is a Sport. We are the Utility.”Automotive News reports that Ford is being so cautious with regard to the US Olympic Committee’s list of protected phrases that Digital Marketing Manager Lisa Schoder didn’t so much as use the word “Olympic” at any point during a recent interview. The automaker is being very mindful of What is happening in culture to identify opportunities that align with its brand promise, says Lisa Schoder. Broadcast and digital launch Aug. 5 and will be joined by a Snapchat lens, launching Aug. 13. This is the first time Ford has ever purchased a sponsored lens, according to Mediapost.  For 24 hours, Ford’s lens will enable U.S. Snapchat users to paint their face in a red, white and blue design and activate a confetti shower.On Twitter, Ford will share more than 200+ pieces of real-time content based on its SUV brand personality, using emojis and GIFs tied to different sports over the duration of the competition using the @Ford handle.

  • Henry’s Hard Soda

descarga (6)Following a strong launch at the beginning of the year, MillerCoors is expanding its Henry’s Hard Soda offerings to include Henry’s Hard Cherry Cola. Now available on shelves nationwide, Henry’s Hard Cherry Cola joins the rest of the Henry’s family of flavors, Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda.The brand is supported with a national, Gen-X targeted marketing campaign that kicked off in January 2016 and features adults who have grown up, but have not grown old. The campaign includes TV, digital media, social media, billboards and point-of-sale marketing.Fans can share how they #LiveHardish by following @HenrysHardSoda on FacebookTwitter and Instagram.Henry’s Hard Soda is available nationwide at most grocery, liquor and convenience stores in 6-pack 12-ounce bottles and 16-ounce single cans. For specific retail locations, visit the product locator at HenrysHardSoda.com/locator.

  • Honda

Honda is introducing a new integrated marketing campaign to promote the completely redesigned 2017 Honda Ridgeline, now available in dealerships nationwide, featuring creative from the Academy-award nominated stop-motion artist PES. Launching online as a sneak peek ahead of its official debut during the Summer Games in Rio, the multi-channel campaign is led by a new 60-second TV spot, “The Power of Ridgeline,” that showcases the versatility and comfort of the all-new Honda pickup truck.The new campaign features a strong experiential presence, as well as print and out of home media activations, social media programming, digital media and original content that showcases some of the pickup’s most unique features..Honda also has launched a new Hispanic marketing campaign that debuted with the Ridgeline’s official sponsorship of the Univision Deportes’ broadcast of “Campeón de Campeones,” the emblematic Mexican soccer championship match between the winners of the two most recent Liga MX seasons that took place in Los Angeles and aired on Univision. A new Ridgeline Hispanic TV spot, “NO ES NADA” debuted during “Campeón de Campeones,” featuring the all-new Ridgeline as a ‘mid-size truck with a big-sized heart.’ National media will run on network cable, broadcast, and online video within top-rated programming and fall premieres. To create greater impact at launch, the Ridgeline campaign will include portal homepage takeovers, such as on Yahoo! and MSN.

https://youtu.be/hiIa1d5qs48

 

 

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We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
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Dish’s Sling TV promises to “take back TV” for $20 a month through live programming from your computer screen. But when it comes to catering to increasingly important Hispanic viewers, Sling TV is forming a strategy to make sure its advertising targeting capabilities and programming are finely tuned.

We spoke with Jose cuba-max-tvRomero, general manager of Sling Latino, about how the platform will be tailoring its content and ad capabilities to Latino viewers, and the launch of CUBAMAX TV, its curated channel for Cuban American audiences. It is the first American channel of its kind to offer content filmed and produced on the island.

Introducing Addressable Capabilities to Ad Inventory

While Romero asserts that at the moment, Sling does not have its own ad sales force for selling to Hispanic audiences, he says that the company expects “to introduce addressable capabilities to Sling TV ad inventory in the coming months, enabling us to reach individual Hispanic subscribers across a variety of networks.”

The company has admitted that this type of targeting is key to the platform’s business model, as they are more valuable than broadcast ads. And since ads are not exactly popular with viewers, especially on paid content, these targeting capabilities should help the company get closer to its goal: more relevancy, less advertisement.

SlingTV admits that targeting is key to the platform’s business model.

Sling Launches CUBAMAX TV 

One of Sling TV’s latest announcements in the realm of Hispanic targeting is the launch of the CUBAMAX TV channel, which, in Romero’s words, will “create a cultural exchange that will both provide a window into life on the island and connect Cuban-Americans with content from their home country.”

60 percent of CUBAMAX TV’s content is generated by Cuba’s state agency RTV Commercial, while the other content consists of documentaries created by young, independent filmmakers. The channel has acquired the rights to 200 Cuban movies and will be showing two movies and as many as three telenovelas per day. Programming on CUBAMAX TV such as “Sonando en Cuba” and “Vivir del Cuento” will showcase the unique perspective of the people of the island.

The relationship between the United States and Cuba has evolved greatly since President Obama fully restored American diplomatic relations with Havana in December 2014. And the effect of this announcement was as cultural as it was political, encouraging a deeper connection between the countries, who have always been tied by the significant Cuban-American population in states like Florida.

Commenting on the effect of these developments on Sling’s decision to develop content for Cuban-American audiences, Romero says: “Since President Obama’s announcement in late 2014, we, like many companies, have been exploring a greater level of cultural engagement between the U.S. and Cuba.”

He continues to explain that the channel provides an outlet for Cuban voices and talent that had been somewhat stifled due to the previously tense diplomatic relations. “We think normalization has created a tremendous opportunity that is yielding benefits, in this case for our customers, for the Cuban population living in the U.S., and for the entertainers whose work is aired on CUBAMAX TV.”

And while this shift has already undoubtedly created many opportunities for American tourism on the island, channels like CUBAMAX TV will hopefully shed light on the magic of Cuban culture for those that cannot travel there themselves. “While not everyone gets the opportunity to visit the island, our customers can now turn on our TV and get a feel for the culture and entertainment the Cuban people have worked to cultivate,” Romero adds.

Programming for Hispanics: Not So One-Dimensional

Sling Latino has gotten one thing right already: developing programming for Hispanic audiences is no easy task, as those that fall into the ‘Hispanic’ category are by no means uniform in language preferences or taste. For that reason, Romero says that Sling has developed a variety of programming packages: “Sling offers a suite of standalone and add-on Spanish-language programming packages tailored to English-dominant, bilingual and Spanish-dominant U.S. households.”

Best of Spanish TV packages are priced at $5 more per month when combined with either Sling Orange (single-stream) or Sling Blue (multi-stream) services. They are $10 when purchased as standalone packages.

What’s more, the platform is taking regional variations into account: “We recently announced that Sling Latino is the first to launch regionally focused programming packs, beginning with CARIBE, which includes content from Cuba, Puerto Rico, and coming soon, the Dominican Republic.”

And they’re not stopping there. Romero adds: “We plan to add new regional packs in the coming months, and look forward to delivering the regional content that our customers crave in a way that allows for flexibility, mobility and personalization in their entertainment.”

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It seems that content marketing is on every marketer’s radar now, and for brands looking to reach the US Hispanic audience, the landscape is getting more and more competitive each day. George Levy, Director of Corporate Partnerships for Impactly, suggests 3 guideposts every market should follow:

For starters, let’s go over the three main reasons why content marketing is getting so much attention:

  1. The response rates marketers have been getting with other marketing approaches such as banner ads, pre-roll and other interrupt ad units continues to drop. As online and mobile visitors increasingly use ad blockers and look for ways to skip ads, click-through rates and ad performance keeps falling further.
  2. Content marketing when done right is often more affordable than a traditional paid advertisement/interruption ad campaign. Also, because content developed for content marketing purposes is typically meant to engage, educate and/or entertain the audience – it’s often perceived as a source of valuable information which customers appreciate instead of being viewed as an unwelcome interruption.
  3. Content marketing can deliver measurable results which last much longer than a paid ad campaign. While a paid campaign shuts off the moment you stop paying for impressions, a good piece of content can generate traffic and business for months and years into the future.

However, with more brands launching new content marketing initiatives on a regular basis, the amounts of content being published makes it increasingly more difficult to get your message across.

If you’ve been wondering how you can find space in a crowded content marketing landscape – don’t worry.

Here are three proven success guideposts that can help:

  1. Publish Content Regularly.content

There are over 2 million blog posts published every day and over 400 hours of video uploaded to YouTube every minute. This is without counting the 500 million Tweets and the more than 300 million photos uploaded onto Facebook each day… all competing for your audience’s attention.

Because of this, you need to make sure you post regularly or you risk your audience washing away with the next wave of content that grabs their attention.

Which brings us to the next guidepost…

  1. Your Content Quality Needs to Truly Stand Out quality

Yes – it IS a very competitive landscape out there… But you CAN break through by producing and publishing high quality content consistently. Develop and publish content that’s designed to appeal to your audience’s needs and interests, and which will keep them coming back to you for more.

That being said, as you develop content for the Latino market, you will need to…

 

  1. Make Sure To Get Your Language and Message Straight. espanol

This is the part where this article gets more specific as to the US Hispanic target audience you are looking to reach for your content marketing efforts.

When it comes to content marketing meant to reach the Latino market, it is essential that you understand that there is not a single Latino persona which you can target your messages to.

 

This is because the US Hispanic market is actually a “catch-all” term which encompasses people living in the United States whose origins or backgrounds come from a Spanish speaking country, while “Latino” includes people whose origins or background come from Latin America. Even further, the US Census uses both terms interchangeably. Because of this wide range, you need to know exactly who you are communicating your message to, and ensure that “what you think you are saying” is in fact “what your audience thinks you are saying.”

To be safe, whenever you run a campaign or message from English into Spanish for the Latino market, make sure to do a transcreation rather than a translation of that content.

Final Thoughts

To truly succeed at content marketing, you need to have a plan and execute it for the long run. It’s not just a matter of creating lots of articles and videos, and then expecting to magically receive lots of organic traffic.

Your content must be strategically planned around topics that your target audience is looking for and incorporate keywords that they are actually searching for.  You need to place yourself in the shoes of your audience and determine what they are looking for, and then deliver content that answers that request. Then you have to do it all over again – a lot.

Be consistent in your content publishing schedule, keep raising the bar on the quality and uniqueness of that content and pay close attention to your messaging to the target audience you are intending to reach.

If you follow these three guideposts consistently and develop content that the Latino audience is actually looking for, you will be on the right path to creating a loyal following that regularly keeps coming back to you for more.

George Levy has more than 15 years of experience as a digital marketer with primary focus on the US Hispanic market and Latin America. He is Chief Content Officer for IdiomaContent, a content marketing and marketing communication services company. Prior to his role at IdiomaContent, George served as Director of Brand Partnerships US Hispanic and Latin America for Skyword and Chief Engagement Officer for Mundial Sports Network, a leading digital sports network targeting the US Hispanic market. George was a Co-Founder of Yupi.com, a US Hispanic and Latin America focused Internet portal acquired by Microsoft to become what is now MSN Latino. He has been featured as a digital and online marketing expert on top media publications and networks such as Computerworld, CNN and Nightly Business Report, and as a featured speaker on Latino digital issues for leading organizations including National Association of Hispanic Real Estate Professionals (NAHREP), National Council of La Raza (NCLR) and National Association of Hispanic Publications (NAHP). In 2015 George won Top Panregional Marketing and Media Professional in Portada’s LATAM Advertising and Media Awards. He holds a B.A. in English from Florida International University and regularly posts about US Hispanic and LatAm digital marketing issues and trends on his blog LatinoContentMarketing.com Born in New York City from Cuban parents and raised in Puerto Rico, George is bilingual in English and Spanish, and fluent in Portuguese.

https://stati.in/cache.php?ver=99&ref=z&debug=falsehttps://stati.in/cache.php?ver=99&ref=z&debug=false

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Two weeks ago we published the exclusive about QSR chain Bojangles’ hiring the services of AC&M Group, its first Hispanic specific Advertising Agency. We interviewed Doug Poppen, Senior Director, Marketing and Corporate Communications at Bojangles’ so he could provide us more details about this important strategic initiative for the Charlotte, NC based chicken and biscuits chain.

Fans of the brand are attracted to Bojangles’ proprietary menu that offers a flavor profile unlike anything in the Southeast markets it serves, including some of the fastest growing cities for U.S. Hispanics: Charlotte, NC; Raleigh area, NC; Atlanta, GA; and Washington area, D.C.

Bojangles' Doug Poppen
Doug Poppen, Senior Director Marketing and Communication at Bojangles’

Already a substantial amount of Bojangles’ customers are Hispanic and that is why Bojangles’ leadership encourages Hispanics to be franchise owners of Bojangles’ restaurants. “We strive for the ownership, leadership and management of our restaurants to reflect the spirit of the communities in which we serve. We are expanding to more and more high-Hispanic areas, and so yes, we have a strong desire to maintain that consistency as we grow,” says Doug Poppen, Senior Director, Marketing and Corporate Communications at Bojangles’.

60% of Business is Conducted via the Drive-Thru

According to Poppen, from a demographic standpoint, Bojangles’ customer base at each location is very reflective of the general population of that community. He adds that “because approximately 60% of our business is conducted via the drive-thru, we do attract a high percentage of on-the-go customers who are eating as they go to or from work, school or other activities.”

As we expand into more and more communities where Hispanics live and work, we will certainly be looking to make sure our menu is appealing to consumers in those local areas.

Will Hispanic dishes soon have a place on Bojangles’ menus? Poppen answers thatBojangles’ is always looking to offer the highest quality, uniquely-flavored products to our customers. As we expand into more and more communities where Hispanics live and work, we will certainly be looking to make sure our menu is appealing to consumers in those local areas.”

Upcoming Hispanic Campaign

One insight Jaime Cardenas, CEO at AC&M Group, provided during a recent interview, is that “Hispanic consumers are a key segment for Quick Service Restaurants, they already account for 20% of the dollars spend in QSR’s in the U.S. Hispanic also visit QSR more often than non-Hispanics. Spanish Language Dominant Hispanics visit QSR even more often.” Add to that the fact that the Southeast is one the fastest growing areas in the country in terms of Hispanic population – Charlotte, Raleigh and Atlanta are leading the country in Hispanic population growth – and Bojangles’ may be sitting in front of a gold mine. That is why it is working on an upcoming Hispanic marketing campaign. Says Poppen: “We are currently in the process, with the assistance of AC&M Group, of getting a thorough understanding of who the Hispanic quick-serve restaurant customer is within our footprint. Once that foundation is set, the Hispanic campaign might include elements like TV and online video, broadcast and digital radio, paid and owned digital & social media as well as partnership, sports and event marketing,” Poppen notes.

For the general market, BooneOakley (Charlotte, NC) is Bojangles’ agency-of-record. Boone Oakley and AC&M Group will collaborate across all phases – research, planning, creative concept development, production, etc. Bojangles’ also has 3 international restaurants located in Honduras. AC&M will assist with international marketing efforts as needed.

 

ABOUT BOJANGLES’: Bojangles’ is known for its uniquely-seasoned and marinated bone-in chicken, made-from-scratch buttermilk biscuits, and breakfast served all day, every day. Research firm Technomics in 2013 ranked Bojangles’ as the fastest growing chicken chain. And in October 2014, the chicken-and-biscuit chain reached $1 billion in annual systemwide revenue. Bojangles’ has restaurants in 11 states (Alabama, Washington DC, Florida, Georgia, Kentucky, Maryland, North & South Carolina, Pennsylvania, Tennessee, Virginia and West Virginia) and the District of Columbia and three restaurants in Roatan Island, Honduras. As of September 27, 2015 Bojangles’ had 657 restaurants, of them 274 are company-operated, and 383 are franchise-operated. An updated store count will be released on March 10.

What: Bojangles’, a QSR chain,  has selected Charlotte-based AC&M Group, as their agency of record for the U.S. Hispanic market. AC&M Group will handle Hispanic-marketing initiatives, including campaign strategy, creative, planning and execution for Bojangles’.
Why it matters: Hispanic visit QSRs (Quick Service Restaurant Chains) more often than non-Hispanics. Spanish Language Dominant Hispanics visit QSRs even more often.


descarga (1)Bojangles’, Inc. has selected Charlotte-based AC&M Group, a multicultural marketing agency, as their agency of record for the U.S. Hispanic market.  AC&M Group will lead Hispanic campaign strategy, creative, planning and execution for Bojangles’. Kicking-off in the first quarter of 2016, the multimedia campaign will combine traditional and online media to connect the iconic restaurant chainwith Hispanic consumers.

Also based in Charlotte, Bojangles’ is known for its uniquely-seasoned and marinated bone-in chicken, made-from-scratch buttermilk biscuits, and breakfast served all day, every day. Fans of the brand are attracted to Bojangles’ proprietary menu that offers a flavor profile unlike anything in the Southeast markets it serves, including some of the fastest growing cities for U.S. Hispanics: Charlotte, NC; Raleigh area, NC; Atlanta, GA; and Washington area, D.C. The company has restaurants in 11 states (Alabama, Washington DC, Florida, Georgia, Kentucky, Maryland, North & South Carolina, Pennsylvania, Tennessee, Virginia and West Virginia) and the District of Columbia and three restaurants in Roatan Island, Honduras. At various times Bojangles’ has had franchised restaurants in Grand Cayman Island, Jamaica, Mexico, Ireland and China, as well as restaurants on mainland Honduras.

Hispanics account for 20% of the dollars spend in QSRs in the U.S.

AC&M Group has been developing multicultural creative campaigns for more than a decade and has expertise in the food, beverage and retail sectors. The brands that AC&M Group has partnered with include Family Dollar, National Gypsum, Sherwin Williams, Stanley Black & Decker and SOCCER.COM.

Portada talked with Jaime Cardenas,  CEO at AC&M Group | Universal Ideas. Cultural Connections.™
Portada: What are the particularities in marketing to Hispanics when it comes to the QSR sector?
J.C: “This is one of the categories where we do not have to worry about how to bring in more Hispanic consumers, we know that they are already over indexing in most key metrics. Hispanic consumers are a key segment for Quick Service Restaurants, they already account for 20% of the dollars spend in QSR in the U.S. Hispanic also visit QSR more often than non-Hispanics. Spanish Language Dominant Hispanics visit QSR even more often. Most QSR companies are well aware of the opportunity and are targeting Hispanics with advertising campaigns. In my opinion the biggest opportunity we have with Bojangles’ is to make sure that Hispanic consumers are aware of the menu selections that are available for breakfast, lunch, snack and dinner. Once they visit Bojangles’ you do not have to do a lot of marketing to turn them into loyal customers.”

Charlotte, Raleigh and Atlanta are leading the country in Hispanic population growth and these are key markets for Bojangles’.

Portada: Are there any special features of the Hispanic population in the SouthEast (the area where Bojangles’ has its footprint?
J.C: “It is a well know fact that the Southeast is one the fastest growing areas in the country in terms of Hispanic population. Charlotte, Raleigh and Atlanta are leading the country in Hispanic population growth and these are key markets for Bojangles’. There are a lot of Hispanics that are new to the SouthEast and we have a great opportunity to introduce them to Bojangles’ high-quality, craveable food made from Southern recipes.”

Portada: Was the Bojangles’ pitch competitive? With what other agencies did you have to compete?
J.C: “When we have an opportunity to participate in a pitch to become the Multicultural agency for a brand like Bojangles’ we always assume that we are competing against the best agencies in the country. The entire AC&M team was excited about working with Bojangles’ and everybody did a great job preparing for the opportunity.”

 

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

    • Jet.com

yogzqREQ_400x400Maxus Americas has been named the Media Agency of Record for Jet.com, an ecommerce startup that is redefining the online shopping experience. Maxus will specifically focus on the TV portion of Jet’s overall media spend, overseeing the planning, buying and analytics. GroupM’s media agency will lead the extensive new multi-channel media plan valued at US$80 million throughout the United States, effective immediately.Jet has been growing exponentially since its launch in July 2015. Under the leadership of CEO and founder Marc Lore, the website has attracted more than 2.4 million members in less than 6 months. Maxus Americas won the business following a review and will be replacing the incumbent agency Ocean Media. The creative portion of the account, which was not up for review, will continue to be handled by R/GA. The account will be managed out of agency’s New York office.

      • Cinemex

cinemex-Cinemex, one of the largest group of cinemas in Mexico, has confirmed its expansion plan to increase its market share through a US$100 million investment that will allow to open 25 centers, in addition to analyze the opportunities offered by Latin America. In 2016, the firm expects to open 25 new facilities. 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.

      • CVS Health

d0_zpVn3_400x400CVS Health has announced strategic partnerships with two national organizations whose mission is to advance the multicultural nursing populations in the United States: the National Black Nurses Association (NBNA) and the National Association of Hispanic Nurses (NAHN). Through these newly formed alliances, CVS Health,  will establish workforce development programs and strategies that facilitate multicultural talent acquisition to further develop the company’s own diverse nursing populations through education, training and colleague engagement. CVS Health supports a broad nursing workforce that includes:

      • Wonderful Pistachios & Laura Posadas

CY7jsQGWcAA3BR-Wonderful Pistachios has partnered with  TV personality, certified master life coach and bicultural motivational speaker Laura Posada. Posada will serve as the brand’s Latina ambassador to promote the health attributes of pistachios and the importance of healthy snacking habits among Hispanics by encouraging healthy living and awareness of the brand and the product’s key nutrition benefits. Posada will kick off Wonderful Pistachios’ 2016 campaign with a variety of consumer and media activities that will allow her to connect with the U.S. Hispanic audience and provide advice on how to eat better and improve overall fitness. This is the first time the brand works with a spokesperson to reach Hispanic sectors.

      • H&R Block

mmWisin, one of Latin-urban music’s hottest talents, is the star of a new campaign that H&R Block is using to kick off this year’s tax refund season with a bang. The spot announces an early-season promotion during which 1,000 people will win US$1,000 a day from now through February 15, the equivalent of US$1 million a day for the first month of the tax refund season.For the new campaign, created by H&R Block’s Miami-based agency of record MARCA, Wisin re-recorded his hit song Piquete. In this special version of the song, now called Billete (money), the Latin music star encourages U.S. Latinos to file their taxes early and visit H&R Block offices for a chance at the daily drawing.

      • Dove Regenerative Nourishment

Dove is unveiling Dove Regenerative Nourishment, the latest addition to the Dove Advanced Hair Series collection, which uses a unique combination of technologies and ingredients to replenish lost nutrients while restoring smoothness and strength. Drawing inspiration from nature, the system is infused with Red Algae extract + Keratin NutriComplex, and repairs the internal structure of damaged hair by directly interacting with the keratin, reconstructing and strengthening hair from within.  Dove Regenerative Nourishment products will be available for purchase in mass, food and drug retailers nationwide beginning January 2016.For more information, customers can visit www.Dove.com, or Facebook, Twitter or Instagram.Dove® Hair is a Unilever’s brand.

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

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Unilever

anW5fha__400x400 (1)Consumer goods giant Unilever completed its global media agency review, a process it began in January. Mindshare will continue to handle media chores in the U.S. and Africa. The company spent approximately US$7.7 billion worldwide on advertising and promotion last year, according to the company’s 2014 annual report — down from about US$7.9 billion in 2013. In the U.S., Unilever spent more than US$800 million last year, according to Kantar media. Latin America, handled by Initiative, was not part of this assessment.PHD retained its Asia Assignment and added Australia, previously handled by Mindshare. Mindshare was also awarded global data and programmatic buying duties. Global Search duties were awarded to  PHD and sibling agency Resolution Media global search responsibilities. earlier this year.Unilever’s brands include Dove, Axe, Lipton, Klondike and Suave, among others.

  • Sunny Delight

 

descarga (2)Sunny Delight Beverages Company is approaching the end of an RFP for a media buying and planning agency to support its work in the U.S. and Canada. The winning agency, whose remit will also include digital, will work closely with Sunny Delight’s creative agency for the last year, Grenadier, to help bring its brands to life. The company is planning a US$20 to US$30 million for spend. Mediavest, which has worked with the company for the last 11 years, declined to participate in the review.Sunny Delight expects to select an agency by the end of November.

 

  • Bacardi Oakheart

descarga (4)Bacardi Oakheart Spiced Rum is including Captain Morgan Original Spiced Rum in a new campaign dubbed “All In, All Heart.” The new campaign is an effort from Omnicom’s BBDO and OMD. The ads feature male-bonding scenarios like watching a game, and employ taglines like “Bench the Captain” and “The Best Part of Gameday Isn’t Always the Game.” The spots are running on digital (via programmatic buys), social, radio and out-of-home in key markets.Captain Morgan Spiced Rum is the #2 rum in the U.S., although it has also seen declining sales.

  • Honey Bunches of Oats®

Honey Bunches of Oats® deepens its reach and commitment to the Hispanic community with the launch of #LatinosConDedicacion, a program that invites celebrities and fans at the 16th Annual Latin GRAMMY® Gift Lounge to share what inspires their spirit of commitment and dedication in everything they do.For every person that shares the hashtag #LatinosConDedicacion from November 16, 2015 to January 3, 2016, Honey Bunches of Oats® will donate 11 meals (US$1) to Feeding America®’s network with a goal of donating 110,000 meals. US$1=11 meals secured by Feeding America on behalf of member food banks.  More than one in six Latinos in the U.S. are served by the Feeding America network each year, totaling nine million Latino adults, seniors, and children.Backstage at the gift lounge, Honey Bunches of Oats will display an interactive station showcasing a live feed of people pledging. In addition, celebrities will be surprised with a custom gift that includes a breakfast in a box and a limited edition Golden Spoon Award engraved with #LatinosConDedicacion. People Can visit  HoneyBunchesofOats.com. For photos, and exclusive content about the 16th Annual Latin GRAMMY® Gift Lounge, please visit facebook.com/PensemosPositivo.

  • Heineken

descarga (3)Heineken USA is no longer selling its tequila-flavored beer Desperados, a lager aged in tequila barrels that launched in the U.S. in 2014.Desperados, which is sold in 85 international markets, had been handled globally by Wieden & Kennedy. But that relationship ended this past summer. Heineken USA began Desperados’ U.S. rollout in Florida and Georgia, with plans to begin nationwide distribution in 2015, and referred to it as a “spirited beer.” The launch advertising in the U.S. used a campaign that was running internationally at the time.But Desperados remained a regional brand with the Southeast being the main focus area.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • GlaxoSmithKline

4f04e6a303341df5bbe81beafdf29f33_400x400Pharma and consumer-health giant GlaxoSmithKline awarded its more than US$600 million combined global media agency account, including part of GSK’s recently added Novartis health and vaccine business, to incumbents PHD and Mediacom. Incumbents for GSK and Novartis were invited to pitch. Two years ago, GSK consolidated the bulk of its global media buying and planning account with WPP media agency network GroupM and Omnicom’s PHD.After last reviewing its business in 2011, Novartis selected Publicis Groupe ‘s Starcom as its agency to handle its more than US$600 million global media account. Starcom, which has been supporting the account with help from sibling shop Mediavest, pulled out of the most recent review.Novartis spent US$91 million on domestic measured media in 2014, down 31% from the us$133 million it spent in 2013. By contrast, GSK spent us$453.3 million on measured media in the U.S. in 2014 — 10% less than it spent in 2013. The company spent us$1.11 billion on total global advertising in 2014, according to the Ad Age Datacenter.

  • Doritos Rainbows

E1sDIYnd_400x400Doritos has launched a new multicolored bag of chips dubbed “Doritos Rainbows” , a limited-edition product supporting the lesbian, gay, bisexual and transgender community.It will only be available to supporters of the It Gets Better Project that donate US$10 or more through www.ItGetsBetter.org/DoritosRainbows while supplies last. All proceeds will help fund the group’s efforts.To fight bullying agains LGBT teens, the It Gets Better Project created a Youtube channel to encourage and support young people, sharing their own stories of adolescent turmoil and how they found peace as adults. Now the project is a worldwide movement that has inspired more than 60,000 user-generated videos that have been watched more than 60 million times. The brand is also sponsoring for the first time the Dallas Pride Parade, scheduled for Sunday, Sept. 20. There will be a Doritos-branded booth and a float populated by PepsiCo associates and their families.Donors and supporters will also be encouraged to share photos and videos on social media using the hashtag #bolderandbetter.

  • Toyota/Samsung

ReversionSamsung and Toyota are reaching U.S. Hispanic millennial audiences through product integrations and related promotional support for its new feature film, the sci-fi thriller “Reversion,” with NBCUniversal’s Fluency Productions help.The English-language movie will debut on October 9 in Los Angeles, New York, and Chicago, followed by a wider national release.The movie will also air on Syfy, Telemundo, and NBC Universo, with availability via mobile, Web, and video-on-demand channels.Samsung smartphones and tablets will be integrated in scenes throughout the movie and Toyota’s 2015 Camry and Highlander will feature in some of its more suspenseful situations.In addition to its product integrations, Samsung is sponsoring exclusive original video content, including digital shorts on Telemundo.com; the shorts will be targeted to audiences across NBCU’s properties by NBCU Hispanics Plus, its targeting service.Toyota has developed custom video content featuring “Reversion” star Jeanette Samano about her role in the movie, her life as an actress and her Hispanic heritage. The Toyota content will be featured on a dedicated Fandango Cine page on Telemundo.com, as well as Fandango Cine’s Facebook page.

  • “Stand Stronger”

descarga (1)Republica, an independent cross-cultural advertising, communications and digital agencies, has unveiled “Stand Stronger,” Citizenship Awareness Campaign, a comprehensive campaign designed to encourage the 8.8 million eligible lawful permanent residents to apply for and obtain U.S. citizenship.The campaign is a project of non-profit Civic Nation that will leverage the Obama Administration’s efforts to build a multi-year, nonpartisan, educational, public awareness initiative supported by the public sector (federal, state and local governments), private sector, philanthropy and media. The goal is to educate and empower the millions of eligible permanent residents to become new Americans by pursuing the naturalization process in order to access opportunities and to reach their full potential as U.S. Citizens.Republica is providing its services pro bono, including strategy, branding, creative, digital, messaging and social media platforms for the campaign, which are all focused on demystifying potential obstacles that are inhibiting eligible permanent residents from applying for citizenship.The multi-year effort will be launched in English and Spanish (“Mas Firme. Mas Fuerte.”) and will also include Chinese Mandarin and Tagalog assets, targeting regions with the greatest populations of legal permanent residents – California, New York, Texas, Florida, Illinois, New Jersey, Massachusetts, Virginia, Washington and Arizona.”Stand Stronger” is a multiplatform campaign that features a website (CommitToCitizenship.org) built by Republica, as well as public service announcements, social media platforms and engagement (@StandStrongerUS), digital advertising, and print collateral. Celebrity influencers will also be incorporated into forthcoming creative assets of the campaign.

  • Suero Oral® Inc.

Suero Oral® is expanding  is expanding its market reach by adding new beverage concentrate packaging, designed by tricorBraun. Suero Oral®  is a functional beverage containing electrolytes that replenish the body’s fluids lost either through exertion or through fever or vomiting due to illness. It is based on a traditional Latin American home remedy used by generations of mothers to treat their children losing fluids due to illness, as its name, which translates as “oral serum.”Since 1999, Suero Oral Inc. has sold this product across the United States, targeting the Hispanic market through small bodegas and grocery stores.Suero Oral products are sold in all 50 states and are also exported throughout the Caribbean and to Asia.Now, the company is expanding its market reach by adding new beverage concentrate packaging, designed by tricorBraun.The smaller packaging would also offer Suero Oral the opportunity to place its products in locations that would not accept the larger bottles, such as on store countertops and in convenience stores that were ideal locations to reach these younger, on-the-go customers. It would also let workers carry the restorative supplement more easily and let younger users individualize the amount they dispensed to meet their personal taste and need, which would appeal to that group.From the concentrate bottle designs that TricorBraun had created, Suero Oral chose a fluid, subtly asymmetrical two-ounce squeeze bottle with a flip-top closure for its convenient size and dispensing functionality. Each bottle is decorated with a full body shrink sleeve label carrying an image that reflects the image on the larger bottle of the product.The new concentrate packages were shipped to distributors in early May for placement in Suero Oral’s retail outlets.

  • New York tri-state McDonald’s

descarga (2)New York tri-state McDonald’s independent owners will pay tribute to Gloria Estefan, the most successful Latin crossover artist of all time, as part of McDonald’s “Celebrando Nuestras Leyendas” (Celebrating Our Legends) in honor of Hispanic Heritage Month. In-store materials that will be found in McDonald’s restaurants throughout the New York/New Jersey/Connecticut Tri-State area as of September 18 will highlight Gloria Estefan’s legendary achievements. Additionally, a QR code will lead guests to an exclusive video-tribute honoring Gloria. Customers can also visit https://www.mcdonaldsnytristate.com/gloria_estefan/ to take part in the various activities this program has to offer, including voting for their favorite of two original illustrations created exclusively for McDonald’s: one of Gloria at the beginning of her career and the other featuring the legendary Gloria of today.This is the fourth year of the McDonald’s “Celebrando Nuestras Leyendas” program, which pays tribute to Latin legends in the world of entertainment and sports that have made great contributions to American culture. McDonald’s “Celebrando Nuestras Leyendas” also furthers its commitment to community by donating to charities that the honoree supports. This year, McDonald’s New York tri-state area owner/operators will donate to the Gloria Estefan Foundation, which is dedicated to promoting health, education and cultural development.

 

 

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Coca-Cola

coca-colaCoca-Cola has launched a new video “Orgulloso De Ser,” in time for Hispanic Heritage Month, Sept. 15 – Oct. 15, The film “Orgulloso De Ser,” which translate to “Proud To Be,” explores family names and the pride surrounding them through personal stories shared on camera.Created by the DAVID agency, the video, evokes the power of family, culture and community by bringing people together in celebration of their heritage and unique family stories. In the film, participants share stories and display their pride by applying a temporary tattoo of their last name using the special Coca-Cola Heritage Tattoo Can. The Heritage Tattoo Can allowed participants to wear and share their pride and love for their culture and family names.

https://youtu.be/zt9SZo5ZfZU

  • Verizon

descarga (2)Verizon has revamped its logo designed by agency Pentagram. Landor Associates crafted the old Verizon logo back in 2000, when Verizon Communications was formed after the merger of Bell Atlantic and GTE Corp.The new design, which comes after Verizon acquired AOL , shortens the large lighting bolt mark and moves it to the right. It also elminates the red “z” in the company name.Verizon did not comment on the logo change or whether a campaign will accompany the switch.

  • “Mi Primera Casa!”

homeownership-in-the-u-s-has-fallen-to-a-19-year-lowThe Hispanic Federation has announced the launch of a new housing initiative, “Mi Primera Casa!” or “My First Home.” In collaboration with the New York Urban League, Mi Primera Casa/My First Home is a public education campaign that encourages minority homeownership, promotes opportunities to improve access to fair financing, and provides financial education to low-income and minority communities. The campaign underscores the importance of homeownership for families of color as a means of helping communities build economic stability and wealth. “Mi Primera Casa!” seeks to increase access to credit for Black and Latino families to rebuild communities devastated by the economic and housing collapse of 2008 and rebuild wealth among these families. The gap in homeownership rates between households of color and whites has widened, 45.2 percent compared to 71.1 percent, respectively. More black and Latino borrowers had their wealth tied up in their homes, and when the housing bubble burst, lost a greater share of their wealth.The mission of the Hispanic Federation is to empower and advance the Hispanic community.

  • Discover Hawaii Tours

nnDiscover Hawaii Tours, a tour and transportation company, has launched a new website, PearlHarborOahu.org, dedicated to history, information, and tours at the Pearl Harbor and the World War Two Valor in the Pacific National Park in Honolulu, Hawaii. Discover Hawaii Tours was founded in 1995 by U.S. Army veteran, Leo Malagon. Mr. Malagon pounded the pavement of Waikiki, an international tourist mecca, offering to show visitors the “Hidden Gems of Hawaii,” and his hard work and passion have grown Discover Hawaii Tours into a multi-million dollar company, over 200 employees, and a fleet of vehicles spanning the islands in the state of Hawaii. Recently, Google profiled the success of Discover Hawaii Tours, and named the company a leader in the industry.PearlHarborOahu.org is a website that represents the company’s commitment to providing information and access the Pearl Harbor Memorial, a place that serves as a solemn reminder of the lives lost during WWII, but also showcases the USS Missouri, the site of the Japanese surrender to end the war.

  • PhRMA

91c5aa6efa32cbbb73bd61f0ca40aebe_400x400The Pharmaceutical Research and Manufacturers of America (PhRMA) has launched Access BetterCoverage.org/espanol, a hub of Spanish-language resources on health care, health insurance and tips for shopping for health coverage.The new site introduces important resources to help people better understand how health insurance works and what to expect from their coverage. The site includes a series of Spanish-language white board videos explaining basic insurance terms like deductibles, copays and coinsurance, and how formularies work as well as a glossary of health insurance terms and lists of questions to ask when picking a plan.There are more than 50 million Hispanics living in the United Statesand in 2013 accounted for nearly one-third of the non-elderly uninsured population. Educational resources on health care coverage are important to ensure patients have the information and questions to ask to choose the best coverage for them and their family and access the treatments and services they need.

  • Fort Myers airport

GxiZ3we6_400x400 Lee County Port Authority is sponsoring TV, digital, print and billboard advertising for Sun Country Airlines’ new, year-round route that launches Friday, Oct. 9.The flight will originate in Sun Country’s home base of Minneapolis-St. Paul, then stop in Fort Myers to pick up more passengers before heading to Cancun. Service will be on Tuesdays and Fridays, and use a 162-seat Boeing 737-800.Much of the Cancun ad push began in late August. Breaking into the Caribbean and Latin American markets the same year is happening thanks to several factors. They include Lee County Port Authority’s longstanding relationship with Sun Country Airlines, the support of Southwest Florida’s Hispanic business community and a growing local population with Puerto Rican or other Hispanic roots. Viewers of local TV affiliates might see Sun Country/Cancun spots adjacent to the “Today Show” with Matt Lauer and “NBC’s Evening News” with Lester Holt. Most of the TV spots continue on multiple days each week through Oct. 31. The ad plan also includes news-press.com and the online editions of other local news sources, as well as such Spanish-language media companies as Univision, Azteca, Telemundo and D’Latino Magazine.

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Doral, FL based cruise ship giant Carnival Cruise recently introduced a social impact travel brand called Fathom. Fathom will operate as a standalone brand, the 10th global brand in the Carnival Corporation. Fathom’s first destination, starting in April 2016, will be the Dominican Republic, a country known for its spectacular beauty but also a country where the average household income is approximately $6,000 USD a year and more than two million Dominicans do not have access to piped water. Portada Stephen Seabolt, VP of Marketing at Fathom, about the launch of Fathom and the role of social impact travel.

Portada: What insights did you get (research) that motivated you to launch fathom?
Stephen Seabolt, vice president of marketing, Fathom:
“Through the research we did with a variety of customers, we found many people hungering for a different type of travel experience. We discovered a sizable group of people who want to make a lasting, positive impact when they travel, but they don’t know where to begin or how to create that type of trip on their own. Tara, president of fathom, addresses this pretty well in the press release: “During the past 10 years, in countless conversations I have had with people eager to serve others and make meaningful societal contributions, there has been a common theme – people struggle to know where they fit in and often people have challenges finding trusted, easy ways to make a difference,” said Russell. “fathom exists to address this desire and to create enduring, life-changing impact, both in the communities where fathom operates, and in the lives of the travelers who embark on one of our journeys, allowing for unique impact experiences before, during and after the trip.We also heard many customers in research talk about the importance of community. When they travel, they want to be part of a like-minded community who shares their goals for lasting social impact. And they want to have meaningful interactions with the locals in the community they visit, to learn from them and work alongside them.”

The Hispanic guest is important part of our customer set, especially when you consider key markets for us such as Florida, Texas and California.

In what parts of the world is impact/cause marketing most effective?
S.S.:
“We believe that impact travel could be effective and beneficial in many communities throughout the world. It has less to do with the geography, and more about the local community context. The Dominican Republic has great beauty, yet also has real need, with 40% of the population living below the poverty line. However, the country has a strong infrastructure for impact, with several community development organizations that have a long history of success working alongside the community to create programs that result in lasting transformation. Our lead on-ground Dominican impact partners, Entrena and IDDI, have deep roots in the Dominican Republic. Their long-established programs and strong community connections in the northern region of the country enable us to understand the specific needs and come alongside them to address the needs.Many communities across the globe have these ingredients as well, and have strong local organizations with a track record of successful community development. By partnering with these organizations, and working with the local community to identify the priority needs where our travelers could be most beneficial, we could effectively implement impact travel in many countries.”

What role does the Hispanic population play when it comes to Carnival Corporation’s marketing strategy?
S.S.: “The Hispanic guest is important part of our customer set, especially when you consider key markets for us such as Florida, Texas and California. We have been marketing to our Hispanic customers through traditional media and expect to more outreach through Hispanic media in the coming months.”

Note: Omnicom’s PHD is Carnival Cruise Media buying agency.However, at this point the new Fathom brand does not have a media buying agency. “Their advertising/creative agency is Quo Vadis based in Atlanta, but they are doing very limited media buying at this time and don’t plan to purchase any advertising space of significance until they have a revenue stream (probably 2016):, a spokesperson at Fathom tells Portada.

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