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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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  • Amazon 

Amazon has launched a review of its global media planning and buying accountAdweek has reported. The review has invited media agencies to pitch for the business. The estimated US$1 billion-plus media services account includes North American and other markets worldwide. Incumbent IPG Mediabrands Initiative handles global media AOR, while WPP’s MEC handles U.S. digital media-buying.

  • Ubisoft

Gaming giant Ubisoft has appointed IPG’S UM to handle media planning and buying duties. Ubisoft spends about US$30 million a year on U.S. measured media. The UM office in San Francisco, where Ubisoft’s U.S. operations are based, will oversee the account. UM will also handle data and analytics for the Ubisoft brand. GroupM handles global media for Ubisoft and that relationship so far continues. Among Ubisoft’s gaming products are the Assassin’s Creed, Far Cry and Just Dance titles.The account win is the fourth for UM in 2017, already having won the media business for fashion brand Coach, streaming service Hulu and the B2B division of consultancy Accenture.

 

 

  • Richemont

Luxury-goods giant Richemont has appointed WPP’s MediaCom to handle its US$400 million global media planning and buying business. Publicis Media agencies handled the account.Richemont brands include Montblanc, Piaget, Cartier and Alfred Dunhill.

 

 

  • Subway

Subway has kicked off a formal North America agency review that could include bringing creative and media together. The company hopes to have a new agency or agencies in place by early next year. “We are evaluating all options, including bringing creative and media together, to drive efficiency and effectiveness across channels in a changing landscape,” Subway said. The review includes current agency partners and other agencies and agency families. The review comes three months after Subway hired Accenture’s Karlin Linhardt to the new role of senior VP-marketing, North America. Subway noted that it has long-standing agency relationships, including 17 years with Mediacom, 14 years with MMB and 10 years with Carat.

 

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!

  • Geloso Beverage Group

Leveraging the popularity of two popular Hispanic-inspired cocktail classics, Geloso Beverage Group’s Clubtails brand has launched two new malt based ‘Cocktails in a Can’ under the Clubtails Especial brand. Clubtails was launched in 2012 with four original malt beverage flavors and has since expanded and today features 12 cocktail-flavor favorites.The product appeals to consumers who enjoy traditional cocktail flavors with higher alcohol content that offers a spirit-like finish with the convenience of a can. Clubtails Especial extends the Clubtails portfolio, offering products specifically targeting the Hispanic market with cocktail flavors native to their culture.Clubtails Especial Cuba Libre and Paloma will be available in retail stores where Clubtails are currently sold.

  • Mazda

NBCUniversal Telemundo has created for client Mazda an eight-episode documentary series aimed at Hispanic viewers called Al Bate! (Batter Up!) that features former Major League Baseball Mexican player Ramiro Peña, who is now an infielder for the Hiroshima Carp in Japan.The Spanish-language series will appear on TelemundoDeportes.com starting July 25, accompanied with commercials introducing the new Mazda CX-5. The video’s web page will be co-branded by Telemundo and Mazda.The launch of the series is being preceded by other Mazda marketing materials. In addition to TelemundoDeportes.com, those Japanese materials appeared on Telemundo’s Novelas app and the network’s Facebook Page.NBCU is using premium content to tell Peña’s immigrant story to Hispanic consumers, who want that content wherever they go and view digital media on mobile devices. “This is a way of giving them a different story that is not going to be on television,” she said.Hispanic viewers are also very engaged with sports, and Telemundo research indicates that its viewers are more likely to talk about products they see advertised on the network.

  • UnitedHealth Group

UnitedHealth Group , one of America’s largest health insurance payer, has launched a media agency review. UnitedHealth Group recently issued an RFP calling upon agencies to handle media planning and buying for all of its brands (including UnitedHealthcare) in the United States, according to Adweek.The review remains in its early stages. Agencies from MDC Partners, Publicis Groupe and WPP’s GroupM are involved in the pitch. Omnicom, IPG Mediabrands and Dentsu Aegis cannot participate due to conflicts regarding other health care clients.Independent Minneapolis agency Periscope handled media duties on its most recent campaigns.UnitedHealth Group spending US$242 million on measured media in the U.S. in 2016 and US$44 million during the first quarter of this year, according to Kantar Media.

  • Allstate

As a visible and active supporter of the soccer community, Allstate has renewed its title of Official Insurance Sponsor of CONCACAF, and has wasted no time making a splash with Hispanic fans. Allstate is reaching and connecting with passionate fans is through the new #MalaSuertePrometo campaign, the brainchild of Ad agency Lapiz, which is built on the idea that fans will make crazy promises if it means that their team will win. Built around the 2017 Gold Cup, #MalaSuertePrometo features the sophisticated and clever, yet often mischievous, Mala Suerte character that fans have come to know and love. Through Mala Suerte, Allstate has been challenging fans from its Facebook page to make these crazy promises using the hashtag #MalaSuertePrometo for a chance to win tickets to the CONCACAF Gold Cup final in San Francisco. The campaign includes on-site activations ahead of select Gold Cup matches where fans can fulfill their promises live on camera – everything from fans shaving their heads to wearing crazy outfits – with all footage being shared on Allstate’s Facebook page. For the final match, Allstate will use Facebook Live to broadcast the fulfillment of the winning promise, and it “promises” to be an epic ending to the tournament. (Allstate’s Daniel Keats, Director Sports and Sponsorships and Consumer Marketing Allstate Insurance will be one of the key speakers at Portada’s Sports Forum on Sept. 13.

  • Houston Dynamo

MLS team’s marketing strategy is trying to stand above the crowd in a city with so many sports and entertainment choices. The Houston Dynamo was one of the first teams to join the MLS. It was also the first U.S. team to secure a place in the CONCACAF Champions League, starting in 2008. Portada interviewed Lexie Sidney, Director of Strategic Marketing for the soccer team Houston Dynamo, about the challenges the team is facing in terms of marketing strategies. We also spoke with Alyssa Bruno, Marketing Director for the Colorado Rapids, about what strategies are working the best to grow the team within the MLS.

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What: We talked to Alyssa Bruno, Marketing Director for the Colorado Rapids, about what strategies are working the best to grow the team within the MLS.
Why It Matters: Founded in 1996, the team sees the young and multicultural audience of Denver, Colorado, as their best bet for growth.

Alyssa Bruno
Alyssa Bruno, Director of Marketing for the Colorado Rapids.

The main objective of Alyssa Bruno, Director of Marketing for the Colorado Rapids, is to get people into the seats at the Colorado Rapids’ stadium, using the live experience to turn them into new fans.

“I’m really in charge of bringing in that single-ticket buyer. Our sales pipeline is the buyer who either has been to a Rapids game, but hasn’t really engaged with the team, or those who haven’t been to a game before or haven’t experienced the brand before, and bring those people in to develop them,” she said.

The team is looking to generate more ticket sales, including season tickets. Dick’s Sporting Goods Park, where the MLS team plays, has 19,680 seats. In November 2016, the Rapids established their own attendance record with 18,759 occupied seats. Even so, the average attendance during its regular season was 16,278.

“As a club our ultimate goal is to sell as much of the stadium [seats] as we can, through season tickets, members, and a fan base that is truly engaged and very passionate, and create that experience in the stadium,” said Bruno.

As a club our ultimate goal is to sell as much of the stadium [seats] as we can.

To sell tickets, the marketing team’s emphasis is on generating brand awareness through 360-degree campaigns, where the brand has an all-around presence—from online media and social networks, to billboards and activations around specific games. “They all have to complement each other,” she said.

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However, Bruno admits that most of the innovation has been in online advertising. Once a week, the marketing team meets with the digital team to update and establish new online strategies. “Once a week, we talk with our digital team about a new idea to advertise to people and how we can target them in a more specific and efficient way.”

Among the main things they’ve discovered is that consumers move around more on their mobiles and tablets, so that is where the team’s brand needs to be. This also allows the team to measure exactly what they see, and to know even which player they prefer.

The perfect target

Keeping in mind how important connectivity and mobility are for their fans, Bruno directs her efforts specifically towards two demographics. “My targeting efforts go towards millennials from the general market and the Hispanic millennial. Denver is a very dense market for millennials.”

My targeting efforts go towards millennials from the general market and the Hispanic millennial. Denver is a very dense market for millennials.

According to Bruno, Denver is one of the cities with the highest number of millennials moving to the city. “We are taking advantage of that opportunity to really grow the fan base with the growing demographic here in Denver,” she explained.

Colorado RapidsA New York Times article, published in July 2016, stated that “according to a Brookings Institution analysis of population movement from 2009-14, Colorado had a net annual migration gain of 12,682 people ages 25 to 34, the highest of any metropolitan area in the United States. That means an average of 12,682 more millennials per year moved here than left, for each of the five years measured.”

Among Hispanic millennials, the Rapids take special care of the target they are looking for, since they do not want to be just another team to the fans of La Liga Espanola, or Liga MX. “We are looking for people whose parents or grandparents did (follow those leagues) and they are now introduced to that soccer culture and are comfortable and knowledgeable about the sport, but they don’t have a personal connection and are able to connect with the Rapids rather than have this match elsewhere,” added Bruno.

CHECK OUT: Houston Dynamo bets on Game Day Experience to Engage Fans

The team seeks to establish their own relationships, ahead of other leagues, and it achieves this through a constant conversation with its followers on social networks, as well as through stadium activations to create an energetic atmosphere that attracts a younger audience.

Currently, the Rapids have 87,700 followers on Twitter, and 220,752 fans on Facebook.