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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 Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

 

  • PepsiCo Latin America

In the run-up to this year’s UEFA Champions League Final in Madrid, PepsiCo Latin America together with its iconic snack brand Lay’s®, announced the launch of an initiative created to reward the sports fanship of millions of fans who follow the most prestigious football league closely every year and the world’s most-watched annual sporting event. The campaign has different names such as “¡Demuestra tu pasión!”, “Lay’s Minuto de Gol”, “Pasión Futbolera”, “El Llamado de la Champions” and “Lay’s Te Leva Para A Final Da UEFA Champions League” and will hit 13 countries across the region. The initiative was launched on April, with a duration of three months, and will feature the participation of the most resounding figures in world football such as Argentine Lionel Messi and Spanish David De Gea. Also, Luis Suarez participates in the campaign of his native country, Uruguay, as well as Gary Medel for the campaign in Chile.In each Latin America country, the fans of Lay’s and the maximum annual football competition will be able to participate in a promotion in which, according to local dynamics, they could win from different Lay’s products, to official UEFA balls and, as a maximum prize, a trip to watch the UEFA Champions League Final to be played on Saturday, June 1 at the brand new stadium Metropolitan of Madrid A comprehensive 360 ​-degree campaign provides a complete experience to the participants, both through the multiple online platforms and social networks, as well as in the different points of sale.In addition, a strategic partnership with ESPN, the highest-rated sports network in Latin America, will allow the local consumer to connect with Lay’s and their passion for football in a way never seen before.

 

 

  • Marriott

Marriott International has revealed Homes & Villas by Marriott International, a home rental initiative with 2,000 premium and luxury homes located in more than 100 destinations throughout the United States, Europe, the Caribbean and Latin America. Starting next week when the offering launches, members of Marriott Bonvoy can earn and redeem points at these highly curated homes, providing more choice of accommodations that suit a range of travel needs around the world. Marriott’s expansion into home rentals was developed as a result of the 2018 pilot under the brand extension Tribute Portfolio Homes. The introduction of Homes & Villas by Marriott International adds nearly 40 new leisure destinations for Marriott Bonvoy members to earn and redeem points, including Sorrento, Italy and the Amalfi Coast, Italy; North Lake Tahoe, CA; and St. Barts in the Caribbean.

 

 

  • Selina

Selina, the Latin-American hospitality startup that combines beautifully-designed accommodation with coworking, recreation, wellness and local experiences, announced plans to expand into the U.K., signing four new locations in Liverpool, Birmingham and in Manchester. Selina partnered with Aroundtown and Altshuler-Shaham Properties to acquire a US$40 million portfolio of hotels operating under the Hatters brand to kick off its expansion efforts in the region.Set to rebrand as Selina in the second half of 2019, Selina will bring its signature Latin American aesthetic to each of the locations in partnership with emerging local artists and designers.Selina’s expansion to the U.K. comes on the heels of a US$100 million series C funding round, which was led by Access Industries, with participation from Grupo Weise and existing investors  Colony Latam Partners. In addition to the U.K., 2019 will see Selina open a further 31 properties in Germany, Portugal, Greece, Israel, Argentina, Brazil and Mexico, in tandem with expansion into new European and Latin American markets and an entrance in Asia by 2020. Founded in Latin America in 2015 by Rafael Museri and Daniel Rudasevski, Selina has rapidly expanded around the world, operating 46 locations in 13 countries.

 

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

 

 

  • Delta Airlines

Ogilvy México, currently led by Verónica Hernández  and Checha Agost Carreño, has been appointed by Delta Airlines to handle the brand in Mexico, Brazil and US hispanic market. The agency will be responsible for ATL and digital campaigns among other duties.

 

 

  • AXION energy

After five years of joint work, Havas Argentina has been once again chosen by AXION energy and will continue to be in charge of the oil company’s strategy, planning, negotiation and media buying.

 

 

 

 

 

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Which sites do Hispanic users use for their travel planning? How important is each platform, depending on the content offered? On which sites do they decide to make their purchases? Read on for the answers to these questions, drawn from comScore’s May 2017 ranking.

Once again, Hispanic netizens showed their love for travel, or at least their interest in travel options. Seventy-four percent of all users visited travel-related sites during the month of May.

One of this month’s surprises was Matador Network. The travel recommendations site, created by real travelers, joined the ranking for the first time. With 2.1 million unique visitors, it seems to have captured the attention of the Hispanic public with its relaxed tone and varied content.

Source: comScore MMX Multi-Platform, U.S., Hispanic All, Desktop and Mobile, May 2017, Desktop 2+ and Mobile 18+Total Unique Visitors/Viewers (000)
Total Digital Population
   Total Internet: Hispanic All35,505
   Travel26,276
1   TripAdvisor Inc.10,137
2   Expedia Inc.8,274
3   Uber5,913
4   Priceline.com Incorporated3,817
5   Lyft, Inc.2,865
6   MATADORNETWORK.COM2,115
7   Airbnb Sites1,986
8   USA TODAY Travel1,548
9   Southwest Airlines Co.1,459
10   Delta Airlines1,197

Once again, TripAdvisor made the top of our list. This is probably due to the fact that the platform has been skilled at updating itself, becoming a site that offers not only reviews of hotels, restaurants, and attractions, but also price comparisons. Forty percent of users who consult travel content pass through this platform.

U.S. airlines are still present in the ranking. Delta Airlines placed 10th, with 1.2 million users, squeezing out American Airlines (ranked 8th last month). Southwest Airlines remained in the ranking, although it dropped two positions, with 7% fewer users than in April.

Startups continued to show their relevance. Uber, Lyft and Airbnb remain strong month after month, ranking 3rd (with 5.9 million users), 5th (2.8 million users), and 7th (1.9 million users), respectively.

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 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.

  • Delta Airlines

descargaDelta Airlines has awarded Omnicom’s PHD its media account after a review. Digitas, part of Publicis Groupe, was the incumbent. The company has spent about US$50 million on ads in the U.S. in the past couple of years and is planning to double that number, According to people familiar with the matter.

 

 

  • H&M

8VqJ04Lx_400x400H&M has selected Interpublic Group’s UM as its new media agency in the U.S., Adage reports. The shop, which adds the U.S. to the 15 other markets IPG’s media agency network already supports, replaces incumbent Publicis Groupe’s Zenith.UM declined to comment for this story. H&M and Zenith didn’t immediately respond to requests for comment. The fashion retail giant spent US$34.9 million on measured media in 2015, according to Kantar Media. UM won Coca-Cola, Johnson & Johnson, CVS and the New York State Lottery accounts in 2015.

  • EL POLLO LOCO

descarga (1)El Pollo Loco has appointed Harmelin Media as its media agency of record, beginning July 1. El Pollo Loco has more than 430 company-owned and franchised restaurants in Arizona, California, Nevada, Texas and Utah. The company has invested approximately more than US$25 million annually in media planning and buying. El Pollo Loco spent US$16.7 million on measured media in 2015, according to Kantar Media.

 

  • Target

o8AqVwHg_400x400Minneapolis-based retailer Target  increased its Hispanic marketing effort by airing four 30-second spots as part of its “Lúcete A Tu Manera,” which translates to “Show off your way,” campaign during the Billboard Latin Music Awards last April 28.In addition, the retailer will spend 20% more this year than last year on Hispanic Marketing efforts. In 2014, the company spent US$55.5 million, on Hispanic U.S. measured media, according to the Ad Age Datacenter.Three of the spots will feature Latin influencers including Carmen Carrera and Rita Moreno.The fourth spot will be a compilation of user-generated content from an initiative with Dubsmash, the mobile video app. Shoppers were asked to film themselves lip-synching to “Soy Yo” while wearing Target products. Target worked with Mother New York on the campaign.Two of the Latin infuencer spots will continue to run on English-language TV after the awards, while the third will run on Spanish-language TV through July 2.This effort follows Target’s major Hispanic marketing effort  called “Sin Traducción,” which focused on Spanish terms and moments without English translations.

https://youtu.be/abvyffUdaNM

  • Tecate

nnnnWith less than a week to go before the Canelo vs. Khan Fight Week in Las Vegas, Tecate, the fight’s presenting and exclusive beer sponsor, is launching several digital activations.In February, Tecate, Golden Boy Promotions and boxing’s biggest star Canelo Alvarez, announced they were partnering and would feature the prizefighter in the brand’s upcoming national English and Spanish advertising broadcast campaign which debuted on April 11. Now, Tecate and Golden Boy Promotions are releasing the free Bold Punch iOS app which integrates fans 21+ into all the fight week activities starting on Monday, May 2 via live streams and virtually in the ring during fight night. Wednesday, April 27, Tecate is launching a dedicated Twitter promotion giving fans 21+ the opportunity to win their very own version of the WBC world championship belt by following @Tecate and clicking the button “#BoldestBeltSweeps” from the brand’s latest tweet featuring Canelo. Five winners will be announced by the Tecate Chicas through the brand’s Twitter live stream on Friday, May 6. Additionally, Tecate is offering fight fans one more way to get closer to the match through a simple text-to-win sweepstakes. The sweepstakes will close on April 30.To date, Tecate’s promotion of Canelo vs. Khan includes a national English and Spanish advertising broadcast campaign featuring Canelo in ‘Flashy’; extensive media buys across Las Vegas like building wraps and digital billboards; an aggressive national retail program across 6,000+ stores.

  • Pepsi

descarga (2)Pepsi has released its new emoji-themed commercials with its 100 five-second spots that will air on TV and in search-triggered digital media this summer. Agencies Motive and Quietman developed the creative, while Quietman produced all the spots. The effort its being promoted with the hashtag #sayitwithpepsi. The spots will run on both network and cable TV.

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