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We are excited to announce that Ariela Nerubay, Chief Marketing Officer at Curacao, is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada NYC on September 11, 2019.

Take a look at Portada’s exclusive interview with Ariela Nerubay here.

Nerubay is an award-winning marketing executive with 20 years of experience launching and marketing entertainment content, films, cable networks, products, and services to consumers across the U.S. and Latin America.

Ariela is currently CMO of the leading Latino Retail Superstore, Curacao, where she was hired to lead a company-wide turnaround strategy to reposition the brand in the mind of its customers. Before Curacao, Ms. Nerubay consulted for a variety of Hollywood Studios including Sony Pictures International Releasing, Aviron Pictures, and Lionsgate. She also held senior executive posts at The Walt Disney Studios and Univision Communicatons.

Ms. Nerubay holds an MBA degree from CSULB, a B.A. in Communications from Universidad Iberoamericana in Mexico City, two post-graduate degrees in Business Management and Marketing from UCLA Extension, and she completed an Executive Business Program at Harvard Business School for which she was awarded the Diversity fellowship.

 

Welcome Ariela to Portada’s Council System!

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.

 

 

  • Heineken USA

Heineken USA has appointed Canvas Worldwide as its media Agency of record following a review. The appointment will be effective as of January 1, 2019.In 2012, the brand consolidated its´media business with Publicis Groupe’s Starcom Mediavest. Publicis will continue overseeing Heineken’s creative brand globally. Heineken USA’s brand roster include Heineken lager, Dos Equis, Tecate and Strongbow cider. Heineken ad spending reached US$476 million in U.S. last year,  according to Ad Age Datacenter’s 200 Leading National Advertisers report. Felix Palau and Gustavo Guerra from Heineken are part of Portada´s Council System. 

 

 

  • Curacao

Curacao, one of the largest Hispanic-centric retailer on the West Coast serving diverse communities in Los Angeles, Las Vegas, Tucson and Phoenix, continues supporting and strengthening its ties to millions of Latino families and millennials across the nation by offering a sneak peek of its unparalleled Black Friday’s deals in the U.S. market, which include further discounting all competitors Black Friday Deals with their exclusive Price Beat Guarantee. During its Ultra Super Mega Black Friday Weekend Sale Curacao will offer customers the hottest products at the lowest prices. Unlike any other store, Curacao will guarantee inventory stock on all advertised door buster promotions and will offer on-demand, same day delivery service that includes installation and set-up for a fee lower than competitors, extended easy returns by 1/15/19, and free shipping with a minimum online purchase.As part of its continued efforts and demonstrated commitment to the Hispanic community, Curacao will also donate a percentage of all Black Friday sales to the Curacao Foundation —a nonprofit organization founded in 2002 by retailer Curacao.

 

  • Mahou  

Mahou San Miguel, a 100% Spanish-owned family-run company and Spain’s leading brewing company, is sharing its hometown heritage with beer lovers from the USA through its new campaign, “This is Madrid”. When you travel to a new city, you delve into its customs, its gastronomy, its people, and very often, its beer. When in Madrid, that beer will surely be Mahou, produced in the heart of Spain since 1890. With a series of short videos, Mahou Cinco Estrellas unveils the keys to living like a local in Madrid through its beer: including simple tricks for proper pronunciation of the language, dishes that must be sampled, must see sights and of course, how to enjoy a delicious Mahou.  The campaign will feature eight pieces of content over three months across the brand’s digital platforms, alongside various promotions for international consumers to experience Mahou’s true Madrid.In addition, travellers passing through Madrid will also be able to share their photos with the hashtag #ThisIsMadrid.

 

2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

 

  • Deutsch Family Wine & Spirits

The Deutsch Family Wine & Spirits has expanded its relationship with Brooklyn-based agency The BAM Connection, Mediapost has reported. The agency will now be responsible for Redemption Rye Whiskey, Joseph Carr Wines, Barone Fini and Layer Cake Wines brands in addition to its continued AOR duties for Yellow Tail.  The scope of work on the account includes strategy, creative, digital, social media, videos, print, in-store, experiential, OOH, and trade.

 

 

 

  • La Quinta by Wyndham

Wyndham Hotels & Resorts, one of the world’s largest hotel franchisor with more than 9,000 hotels and 20 iconic brands, bolstered its leading network of midscale offerings in the third quarter of 2018 and strengthened the presence of its La Quinta by Wyndham brand with the opening of seven hotels across the U.S. The latest La Quinta additions in South Jordan and Kanab, Utah; Opelika and Tuscaloosa, Ala.; Aberdeen, Md.; Duncanville, Texas; and Columbus, Miss., bring the brand’s growing U.S. footprint to nearly 900 hotels. Six of the seven are newly built destinations.La Quinta’s roster of openings in its first full quarter since being acquired by Wyndham earlier this year demonstrates the Company’s steadfast commitment to expanding its newest flag in key markets, largely through new construction. Wyndham’s May 2018 acquisition of La Quinta strengthened the Company’s position as a midscale lodging leader with approximately 37 percent of branded rooms in the segment in the U.S.

 

2018/2019 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.

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.

For prior Sales Leads editions, click here. 

  • Curacao

In an effort to provide the Latino communities it serves with access to financial education, Curacao, the largest Hispanic-centric retailer on the West Coast, serving diverse communities in Los Angeles, Las Vegas, Tucson, and Phoenix, is partnering with Operation HOPE Inc., a global financial dignity and economic empowerment nonprofit organization, to provide monthly bilingual in-store classes to help customers learn about credit, budgeting and other topics that will enable them to achieve financial success. The classes will be offered at no cost to participants.Classes will take place at Curacao’s South Gate and Las Vegas stores, located at 8618 Garfield Ave, South Gate, California 90280 and 4300 Meadows Ln, Las Vegas, NV 89107. Curacao is offering a series of four individual bilingual classes covering a range of topics and customers who complete them all will receive a certificate of completion as well as prizes.

  • Breville

Canvas Worldwide has been appointed kitchen appliance maker Breville´s global media AOR following a formal review. The agency will handle all media communications, planning and activation responsibilities across all channels for all Breville’s products.Canvas already handled the U.S. assignment and will now service the account across North America, Europe and Asia Pacific.Breville spends around US$40 million on measured media.

 

 

 

  • CELSIUS® drinks

Celsius Holdings, Inc., maker of globally marketed performance CELSIUS® drinks, announced that Target, GNC and 7-Eleven stores, along with Military Exchanges worldwide and top-tier fitness distributors and retailers nationwide, including Gold’s Gym corporate locations, will now sell CELSIUS® Sparkling Kiwi Guava, the newest flavor from its Originals line. The addition of the new SKU in these respective retail stores, fitness clubs and exchanges shines light on the continued growth of CELSIUS’ proven functional beverages and the demand for healthier energy drinks offering vitamins and carbonation without the sugar and calories found in traditional energy drinks.”Our Kiwi Guava SKU was created to proactively target the fast-growing Hispanic Millennial market segment,” said Vanessa Walker, CELSIUS’ EVP Marketing and Innovation. “Millennial Hispanics is a growing consumer market segment that is becoming increasingly focused on health and well-being, and as with any millennial audience, flavor matters.”Sparkling Kiwi Guava is the newest addition to CELSIUS’ Originals line and was launched in April of 2018, becoming the eighth SKU in the Originals line comprised of six sparkling and two non-carbonated flavors.

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

 

  • Northgate Supermarket

 

Northgate Gonzalez Supermarket — an Anaheim-based chain that essentially created the Latino supermarket business in the United States — wants to transform historic Santa Ana downtown location on 409 E. Fourth Street into a mixed-use development.The company announced that it would transform its Fourth Street spot into “a new mixed‐use residential development featuring high quality residences and public‐serving commercial areas, including a possible restaurant and fresh, urban market.”The market would be about 3,000 square feet — a fifth of its current size.Northgate has six locations in Santa Ana alone, out of 40 total .

 

 

2018 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.

What: Curacao is rolling out a series of initiatives to attract Hispanic millennials and reposition the company as the premier Omni-channel shopping destination for the new generation of Hispanic America.
Why it matters: The Hispanic community is growing and its priorities are changing, which is why companies like Curacao need to take their services a step further to take care of their expectations in a more effective way.

Curacao, the Hispanic-centric retailer on the West Coast serving diverse communities in Los Angeles, Las Vegas, Tucson and Phoenix, is rolling out a series of initiatives to attract Hispanic millennials and  reposition the company as the premier Omni-channel shopping destination for the new generation of Hispanic America.

The company shift encompasses internal and external initiatives tailored to modernize, engage and advance the customer experience. This will be accomplished through the promotion of aggressive competitive pricing and interest beat guarantees, implementation of progressive store policies and enhancement of the stores’ interiors with contemporary features and technology.

“Our customers are rapidly changing and we are evolving with them. We have conducted extensive research to understand their needs and uncover any areas of friction. As a result, we have designed a companywide change initiative to improve their experience and meet their expectations,” said Ariela Nerubay Curacao’s CMO, who also talked to Portada in an exclusive interview. 

In the coming months, Curacao will be introducing new product launches from premier brands including Samsung, LG, Kate Spade, RayBan and Michael Kors, as well as strategic in-store partnerships with top Latino brands, including Univision Deportes, PantaYa and Los Angeles Football Club, to ensure customers receive a tailored shopping experience.

Over the past 35 years, Curacao’s retail stores have become a place for family and friends to convene and unwind. So, the company recently introduced customer lounges, featuring hotel lobby amenities, including free Wi-Fi, hot drinks and pastries.  In celebration of “Children’s Day”—a Mexican observance that honors and appreciates children—Curacao premiered a new KidsZone that allows parents to shop leisurely while their children are taken care of by trained staff and engaged with stimulating activities and entertainment.

The Latino consumer has always been at the forefront of technology, and to provide an experiential outlet for their customers, Curacao introduced a new Innovation Hub (currently available in select stores) featuring the latest technologies, such as virtual reality machine rides (VR) that customers can enjoy at no charge.

Curacao also provides a number of other services including Curacao Money Transfer, which allows customers to send cash to Latin America using their Curacao credit card for only US $2.99—the lowest fee in the industry and travel services that enable consumers to book flights, hotels and vacation packages using their Curacao credit card. Curacao Export allows customers to purchase items in the U.S. and have them shipped anywhere in Mexico and Central America. Now, Curacao also provides same-day local delivery on select merchandise.

What: Ariela Nerubay, CMO of Curacao, talked to Portada about the evolution of the company and how its new services will cater to Hispanics’ every need in a more effective way.
Why it matters: Hispanic communities have trusted Curacao for decades; the new initiatives will engage the newer generations and the company’s humanitarian efforts will continue helping Latinos aspire to a better life in the U.S.

Curacao, the Hispanic-centric retailer that has been serving diverse communities the West Coast for over 35 years, is about to announce a series of initiatives to attract Hispanic millennials and reposition the company as the first choice for the new generation of Hispanic Americans.

The company shift encompasses internal and external initiatives tailored to modernize, engage and advance the customer experience. This will be accomplished through the promotion of aggressive competitive pricing and interest beat guarantees, implementation of progressive store policies and enhancement of the stores’ interiors with contemporary features and technology. Ariela Nerubay, who entered the company in February as CMO, talked to Portada about how Hispanics and other multicultural audiences will benefit from the initiatives she is leading.

Did you know Ariela Nerubay is a Portada Award Finalist in the category of Top Marketer Driven by Multicultural Insights? Don’t miss the chance to see her win at #PortadaNY and get tickets for the award ceremony!

Portada: What would you say were the priorities of Hispanics when Curacao first opened?

Curacao’s Ariela Nerubay

Ariela Nerubay: “As we continue to ask our clients what their priorities are and learn every single day about the constant evolution of Hispanic Americans, we realize that, 35 years ago when we went out with our offers and we really extended credit to the Hispanic community that was just settling into the United States, our philosophy was to make them feel comfortable that they’ve come to a store where they speak their language and have products and services that are relevant to their countries of origin… It was kind of a home away from home.

The first generation would come to our store and speak to our customer services in Spanish, they would send wire transfers or have products shipped to Latin America, so if they had family back home and it was, let’s say, mother’s day, you could come to Curacao and process on a payment basis a nice gift that you could send to grandma. So all of your needs were taken care of; if you needed to travel to Mexico or to Nicaragua and you didn’t have the money to do that, you could come to Curacao and use your credit card and then on small payments you could travel today without having to pay until tomorrow.”

Portada: And how are things different for the second and third generations?

A.N: “Half of our customers are still a big representation of that generation, Spanish-dominant Latinos, but I would say half of our customers are second and third generation Latinos who were already born into the U.S., whose dominant language is English. Because of that, we have updated all of our training and our associates to become bilingual, and something else we have done is renovate our stores so that people can be exposed to the new technology. We buy products that we don’t necessarily sell at the store, but we created an entire innovation center where we feature a showcase of about 10 products that are completely innovative; just to highlight one of them, there’s a pancake machine that literally you put the pancake dough into it and you can create 3d sculptures. Really fascinating stuff that we want our digital-savvy customers to experience.”

Portada: What else are you doing in terms of innovation?

A.N.: “We also have virtual reality games. These games are located throughout different places in the store and just by having your Curacao credit card you can come in without paying any money and ride the rides. It’s a very innovative, different way to experience virtual reality in a store environment. Another way in which we’re evolving with our customers is that families have been coming in with their children for years, but we know that nowadays the shopping experience is very important, it’s not just about coming, getting your item and leaving, but it’s about having a memorable experience. We’ve created ‘kid zones’, where parents can leave their children with our trained attendants so that they can not only take care of them, but also engage them in educational activities and expose them to the latest trends in technology that we have to offer, so that the parents can go out and explore the store at their leisure. At the end of the day, we really want to establish and position Curacao not only as a store of choice, but as a spot for innovation, discovery, and entertainment.”

Portada: How have things changed with the new administration? Has it been reflected in the business and the way you do marketing?

A.N.: “The rhetoric has been changing, but our position has always been in favor of our community, we always put ourselves out there with programs to educate our community regarding their rights and the things that they need to know in order to operate in America. We don’t see our business changing, people still come to us as a source of trust because we have been in the community for 35 years, a lot of the people that come to us were able to get their first credit card with us, build their credit and then over time be able to get their first house or their first car.”

Portada: What does Curacao do to serve the community?

A.N.: “We have a foundation that’s been around for 20 years, which provides Latino families with access to all the things they need, such as free refrigerators, free beds, free mattresses. We send our staff out on a weekly basis to evaluate the hundreds of requests we get from non-profit organizations, social services, and schools that could benefit from charitable donations, we assess their needs and then provide them with the first furniture that they need in order to have a dignified life because we don’t want any child to sleep on the floor. That is really at the core of what we do.”

We want to make sure the community evolves, hold their hands and make sure they grow.

“We’re also giving away a whole bunch of scholarships; the foundation conducts these 30,000-people events annually in celebration of children in April and we give away between 5 and 10 scholarships to preschool children so that they can continue supporting their education and go towards a higher education. For many years we partnered as well with USC to put children in college and make sure Latinos increase their rate of graduations when it comes to university degrees. All those things have an impact with the community that’s growing and we are at the core because we want to benefit them and make sure the community evolves, hold their hands and make sure they grow.”

Portada: What could be the most important new service you’re leading?

A.N.: “I joined the company in February and led the way with two major initiatives in addition to the new remodels and the products and services that we’re bringing from an inside store perspective, there are pricing guarantees that we just rolled out some months ago, and these are at the core of securing customers and reassure them that when they come to Curacao they will never pay more than on Amazon or Walmart or any other place. We have a department that checks our prices every single day, so when a customer comes and happens to see the one or two items that are a little bit more expensive, we have this pricing guarantee that tells them that if you show us the link to the same item, same SKU on Amazon, Walmart or any other, we will not only drop the price to that competitor’s price but we will add an additional discount.”

Portada: What is the other initiative you’re leading, and what does your marketing strategy look like?

A.N.: “The same thing applies with interest; if you have a credit card with us and then you get offered a solicitation from a different store, we will not only match the interest rate they’re offering but will add an additional discount so that you can be assured that your interest rate will also be lower. This year I started an adjustment in our media; traditionally we used to lead very heavily Spanish-language broadcast and radio, but this year we rolled out the introduction of a massive digital campaign, we certainly do a lot of mobile efforts because we have a database of hundreds and thousands of customers that we reach out to through mobile and e-blasts. And we have seen a major shift in the interactions that we have with our customer relationship management towards digital platforms. So we are at the forefront of technology not only on the way that we offer products and services, but also from a marketing perspective by reaching out to our audiences in a major way on digital and mobile platforms.”

Portada: Now that we’re on the back-to-school season, how much of a big deal is it for Curacao?

A.N.: “Very. We are a technology-driven company; computers, laptops and cellphones are our bread and butter together with televisions. On the back-to-school season, we focus on making people know that not only can you get the best prices in terms of technology here, every single line of computer they might need we carry it because we carry the top premium brands. Something that is very unique to the Hispanic culture in the way that we have positioned our store, and something you will never find on BestBuy or anywhere else, is that when you come and make a purchase, you get a gift.

For example right now if you spend US $555 on a computer or a phone, we give you a free tablet with PantaYA pre-loaded on it, which is a streaming service of Spanish language films. We know it’s the time of the year when students need to be prepared and parents need to find a way to finance the computers that their children need. Now they can come to Curacao and not only leave the store with a computer in hand, but also have a tablet with a free service of movies that they can enjoy, or if you come and make a US $100 purchase or more you can get a free backpack loaded with utensils. Yeah, back to school is very important for us.”

Portada: Do you have non-Hispanic clients? How do you make them feel welcome?

A.N.: “Absolutely. In fact, part of the initiatives that I’m leading is to open it up, because traditionally and for the longest time we’ve been serving the Hispanic community, but as you know, neighborhoods change. Our headquarters are in downtown Los Angeles, that in the beginning was mostly a Hispanic neighborhood, but now Koreatown has expanded. So at this point, our stores welcome Koreans and African Americans and all kinds of multicultural audiences.

Our doors are open to everybody; part of our new policies is to ensure that we have a bilingual staff that is available and ready to service any customer.

We are, in fact, starting to advertise in English and this is something that we’d never done before, all our advertising efforts used to be in Spanish on Telemundo and Univision. Right now we’re expanding to English-dominant Latinos and others that live within a five-mile radius of our stores, because we know that generally speaking, if you’re within a five-mile radius of our store it’s convenient and you’re likely to come and shop with us. Our doors are open to everybody; part of our new policies is to ensure that we have a bilingual staff that is available and ready to service any customer with any language proficiency from an English language perspective.”

Portada: What does it mean that Curacao is reinventing itself?

A.N.: “For a long time, Curacao used to be very hard-sale driven like any other retailer, and the way that we have evolved and started to serve our younger communities is very content-driven, we actually just recently unveiled our in-house studio where we’re gonna be doing unboxing of new products from all our vendors. If you look at our social media platform, we have instituted a new philosophy of content-driven. It’s not about specifically selling price-points, it’s about selling a lifestyle and it’s aspirational; it’s about showing people how products and services for us Latinos signify the achievement of the American dream. Curacao provides them with this accessibility. You can buy today, live today, enjoy today, travel today, and then not have to worry because you’re gonna pay it slowly without affecting your pocket too hard. Now it’s a soft-sell that’s about embracing the new reality of the consumer today, which is ‘we buy because we want to aspire to a better life‘”.

We should all stand united together. That’s the message we’re gonna give.

Portada: Anything you’d like to add?

A.N.: “Going back to the foundation again, the foundation is very dear and important to me personally because it’s all about supporting the community. In Hispanic Heritage Month, we’re gonna be leading the way with an initiative that is a massive unifier. We’re still finalizing the details, but it’s a unifying Latino effort that’s gonna be focused on fundraising to elevate the efforts of our foundation to a completely new level, and all that money that we’re gonna be raising is going directly to supporting the communities that we serve. So, it will be about celebrating the union of the community, especially because Hispanic heritage month is gonna be a pivotal month this year with elections. We want to make sure that we tap into the space and the psyche of being united as one community instead of being Salvadoreans, Guatemalans or Mexicans. We’re ultimately all Latinos, we’re made from people who come from third to fourth generations, people that speak Spanish or English and everything in between, and we should all stand united together. That’s the message we’re gonna give.”

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.

For prior Sales Leads editions, click here. 

  • Mars Inc. 

Giant CPG conglomerate Mars Inc. has announced the end of a global media review that started in January of this year. The company, which spent US $745 million on paid media in 2017 according to Kantar Media, is consolidating all its media planning & buying duties with WPP’s GroupM.Mars Inc. is one of the biggest advertisers in the world, with an average yearly spent of US $1.5 billion on paid media.

 

  • Curacao/Pantaya

Curacao, ranked among the top 50 retailers in the US, is addressing the needs of the Latino community and their shopping experience by partnering with PANTAYA to provide their customers access to the latest movies in Spanish from México and all Latin America starring top Latino stars like Omar Chaparro in “No Manches Frida”, “Una Mujer Sin Filtro” with Fernanda Castillo and Eugenio Derbez in “Instructions Not Included”. Current customers with a Curacao credit card who purchase a laptop or cellphone over US$599, will get 0% financing, a free tablet, and three months of PANTAYA for free. New customers who apply for the Curacao credit card (if approved) will receive a free smartphone with carrier Metro PCS, one month of service and activation for free, and three months of PANTAYA. Teylez Perez, Senior Vice President of Marketing, PantaYA at Lionsgate is a member of Portada´s Brand Star Committee.

 

  • Mondelez

Mondelez has concluded a global media review that started earlier this year, the company has confirmed. GroupM´s agencies Wavemaker and Mindshare has been assigned large portions of Europe and Asia. North America duties were awarded earlier to Spark Foundry and VaynerMedia. Latin America stays with its current agency, Spark Foundry too.

 

 

 

 

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

 

  • Albertsons Companies

Albertsons Companies, Inc. announced that it has mutually agreed with Rite Aid Corporation to terminate their previously announced US$24 billion merger agreement. Under the previous deal, the companies combined would have operated approximately 4,900 locations, 4,350 pharmacy counters and 320 clinics across 38 states and Washington, D.C. Albertsons Companies pharmacies would have been rebranded as Rite Aid.Albertsons Companies is one of the largest food and drug retailers in the United States, with stores across 35 states and the District of Columbia. Last year, the firm  acquired part of the El Rancho Supermercado chain in Texas, which primarily serves Hispanic customers, to keep on investmenting in the growing Latino grocery sector.

 

2018 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.