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

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  • Marriott/AC brand

wWhm2V5C_400x400Marriott debuts the AC brand in Brazil.The highly-anticipated 225-room AC Hotel Rio de Janeiro Porto Maravilha and the 378-room AC Hotel Rio de Janeiro Barra da Tijuca, have opened their doors, inviting guests to experience Brazil’s newest class of lifestyle hotels.The two Rio openings debut the brand in Brazil following a successful launch in Latin America with openings in Guadalajara and Queretaro Antea, Mexico. Later this year, AC Hotels by Marriott is scheduled to expand its portfolio with hotels in Mexico City (Mexico), Panama City (Panama), and Santiago (Chile).

 

 

  • Hilton Worldwide

descargaHilton Worldwide, a leading global hospitality company with 13 distinct brands spanning more than 4,660 properties in more than 100 countries and territories around the world, is making a significant effort to continue its expansion into the Latin American market with new hotel openings and brands.The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 50 hotel projects throughout the region, including developments in Argentina, Brazil, Chile, Colombia, Costa Rica, Honduras, Mexico, Paraguay, Peru and Uruguay, among others.Hilton Worldwide currently has a portfolio of more than 90 hotels and resorts open and welcoming travelers in Latin America.

 

  • Hertz/ AccorHotels

descarga (1)Hertz,  car rental provider, and AccorHotels, the world’s leading hotel operator, have partnered to provide Le Club AccorHotels’ members with special car rental offers, including exclusive benefits, globally. With this partnership, Hertz expands its presence across key global markets. The partner agreement runs until March 2019.Le Club Accorhotels is the AccorHotels Group’s multi-brand loyalty program for Sofitel, Pullman, MGallery by Sofitel, Novotel, Novotel Suites, Mercure, ibis, ibis Styles, Adagio and Thalassa Sea & Spa. Le Club Accorhotels offers its more than 25 million members worldwide advantages and tailor-made services available at every stage of the customer journey. Members from Europe, Asia Pacific, Africa, Middle East, Latin America and Canada will now also be able to enjoy a unique rental experience.

  • Dove

descarga (3)Just in time for the Olympics, Dove has release a new chapter of “My Beauty My Say” campaign with an athletic spin, calling out the media for its looks-focused coverage of female champions on the court, in the arena and on the playing field.The effort includes this film, presented as a letter to the media as well as digital billboards in Times Square featuring a similar effect as the ads.There is also an accompanying campaign website around the theme “Have Your Say” reinforcing the story.

  • VidaPrimo

descarga (2)AdShare, a monetization service for music, film, television and sports rights holders, is rebranding in Latin America as VidaPrimo. The announcement was made by AdShare CEO Jason Peterson. Last year AdShare bought VidaPrimo, one of the world’s best-viewed multi-platform music networks, to forge a partnership in which artists engage fans and advertisers reach Latin Millennials.VidaPrimo is a multi-platform network much like VEVO and MTV, built specifically for the Hispanic audience and fans of Latin music. Recent numbers tells the story of VidaPrimo’s ability to engage the Latin Millennial audience. The VidaPrimo advertising platform leverages its massive reach of engaged Latin Millennials, connecting them with brands by producing and distributing premium branded entertainment content executing flawless digital media campaigns mainly focused on video advertising opportunities. More than 25 major brand advertisers including Miller, Anheuser Busch, Wells Fargo, Dunking Donuts, and Jeep have looked to VidaPrimo to reach Hispanic Millennial and Generation X consumers.

 

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Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

What: Luis Perillo, VP of Sales & Marketing, Caribbean & Latin America at Hilton Worldwide, explains why the hotel line is making a significant effort to continue its expansion into the Latin American market with new hotel openings and brands.
Why it matters: Hilton Worldwide is a leading global hospitality company with 13 distinct brands spanning more than 4,660 properties in more than 100 countries and territories around the world.

Portada: Why are you focusing on Latin America?

LP: Latin America is a dynamic region that continues to afford great opportunities for the travel industry, thanks to stable and growing economies, increase in foreign investments, improvements in infrastructure and actions to promote tourism in many countries.

Hilton Worldwide currently has a portfolio of more than 90 hotels and resorts open and welcoming travelers in Latin America. The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 50 hotel projects throughout the region, including developments in Argentina, Brazil, Chile, Colombia, Costa Rica, Honduras, Mexico, Paraguay, Peru and Uruguay, among others.

Portada: How do you introduce a new brand to the Latin American market?

LP: Introducing a new brand to a new market is always exciting, and in Latin America it is no different. With brands to fit every lifestyle and occasion, we have experienced brand and commercial leaders that help drive the strategy for this effort by creating the right mix of commercial activities to establish a new brand in a new market.

In our case, the introduction of a new brand in a specific market often coincides with the introduction of a new hotel.

With any new hotel opening, we have The Hilton Performance Advantage – services that combine the power of scale, access, reputation and innovation designed to enhance our competitive lead, including everything from activating a global Hilton Worldwide sales force and educating our Hilton Reservations and Customer Care teams to developing leading-edge websites and leveraging our Hilton Honors guest loyalty program and its more than 50 million members worldwide.

Portada: What is your marketing strategy when introducing a new brand?

LP: In terms of marketing tactics, we employ a mix of sales and marketing activities including print and online advertising, as well as significant focus on social media and a strong public relations campaign to successfully position the brand, generate awareness for our new hotel and create interest from the travel community, all while keeping in mind the local culture and nuances of the destination.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

Click here for previous Latam Sales Leads editions

  • Diageo

descarga (5)Consumer goods companies Diageo, which owns a wide portfolio of world-famous drinks brands, is conducting a global media agency review. The company spends an estimated US$2.3 billion a year on media. Dentsu Aegis Network’s Carat currently handles the largest portion of the assignment, including the U.S., which it won after a review in 2010. The company’s portfolio includes six big global brands: Johnnie Walker, Smirnoff, Tanqueray, Guinness, Captain Morgan and Bailey’s, as well as other regional brands. Diageo spent US$105 million on measured media in the U.S. last year, according to Kantar Media.

  • Western Union

descargaMoney transfer leader firm Western Union is conducting a global media agency review of its US$100 Million Media Business. It is still unknown whether incumbent agency Gravity Media will participate in the review. In the U.S., the company spent around US$20 million on measured media, according to Kantar Media, down from nearly US$40 million in 2014.

  • Starwood Hotels & Resorts Worldwide

descarga (4)Starwood Hotels & Resorts Worldwide, Inc.® has announced that its Aloft brand will soon debut in Veracruz, the main commercial seaport in Mexico, and Queretaro, one of the fastest-growing cities in the country. The hotels are exciting additions to the brand’s existing portfolio in the region, which includes Aloft Bogota Airport in Colombia, Aloft San Jose in Costa Rica, Aloft Panama, Aloft Cancun and Aloft Guadalajara in Mexico; and the recently opened Aloft Asuncion in Paraguay. Aloft is Starwood’s fastest-growing brand in Latin America with a robust pipeline of seven hotels in different stages of development in three countries.

  • Mitsubishi Aircraft

descarga (3)Mitsubishi Aircraft Corp. plans to step up its sales pitch for the Mitsubishi Regional Jet, Japan’s first domestically produced passenger jet, particularly in Latin America, according to the chairman of its U.S. unit. Mitsubishi Aircraft Corporation America Inc. will market the MRJ more to win orders for the first time in the region as “there must be demand” for a small jet like the MRJ. The key factor is increasing air travel by the middle classes nations such as Mexico and Colombia as economies grow. A total of 407 MRJ aircraft are already on order and 20 more will be added to Mitsubishi Aircraft’s order book when the company based in Aichi Prefecture signs a definitive agreement with Aerolease Aviation, an aircraft leasing company based in Florida.

  • Hilton Worldwide

descarga (1)Hilton Worldwide will more than double its presence in Peru over the next three years with the development of seven new properties across four brands: Hilton Garden Inn, Homewood Suites by Hilton, DoubleTree by Hilton and Hampton by Hilton.These new deals underscore the company’s rapid growth and momentum in Latin America, where Hilton Worldwide has been aggressively expanding, now with more than 90 hotels and 15,500 rooms open and welcoming guests across the region.Hilton Garden Inn Lima Surco anf Hilton Garden Inn Lima Miraflores will mark the first dual-branded hotel outside of North America for these particular brands, and one of Homewood Suites first hotels in the region since the brand developed its Latin America and Caribbean prototype in 2015.These projects will be developed and owned by T&C Developments, and managed by Hilton Worldwide.

  • Toyota

descarga (5)Toyota will open a new US$170 million engine plant in Brazil to bolster the automaker’s operations throughout Latin America.Besides supporting Toyota operations across Latin America and the Caribbean region, it also underscores Toyota’s long-term commitment to Brazil, which has been mired in a recession for more than a year and is now engulfed in political turmoil. Besides helping protect Fiat’s position as the top automaker in Brazil from competition from General Motors and Toyota, the new plant is part of FCA’s plan to expand the global reach of the Jeep brand.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Hilton Worldwide ::: Carnival Corp. ::: Omnicom ::: Pernod Ricard :::  Radisson® :::

  • Hilton Worldwide

Stop_Clicking_Around_imageHilton Worldwide has launched a global campaign encouraging people to book directly instead of using third party sites. To launch the “Stop Clicking Around” campaign, Hilton Worldwide enlisted the help of Fold7, a London-based marketing and advertising agency. The campaign, Fold7 first work for Hilton after winning the global business, was created by Wayne and will run across TV, print, digital media, cinema and out-of-home channels. Media planning and buying was handled by OMD LA.The ad will be rolled out across the rest of Europe, the Middle East, Asia-Pacific, Latin America and Canada. Hilton Worldwide has recently announced that Hilton HHonors members can now receive an exclusive discount on room rates by booking directly through its brand websites, award-winning Hilton HHonors mobile app and reservation call centers, or through preferred corporate travel partners and approved travel agents. This guaranteed discount is available at more than 4,500 hotels around the world.Hilton’s new “Stop Clicking Around” marketing campaign  will also emphasize the other benefits of booking direct and being an HHonors member.

https://youtu.be/0JLoX6Dp20o

  • Carnival Corp.

descarga (2)Carnival Corporation has begun evaluating its global media agency relationships and costs across brands, according to Adage. However, this is not a formal agency review. Carnival Corp. is the owner of other brands like Carnival Cruise Lines, Princess Cruises, Holland America, Seaborn and Costa Cruises, among others.Carnival spent US$115 million on U.S. measured media in 2014, according to Kantar Media. In 2013, the company carried out a media agency review and selected  PHD.

  • Omnicom

_ZlQ6EXu_400x400According to Omnicom CEO John Wren, the holding company will be launching a third global media agency network within the next few weeks. The new shop would join OMD and PHD in the holding company’s stable of global media agency brands. Wren said the new agency would give the company “additional capacity to manage more client relationships.” In addition, Wren said the new agency would be structured differently than the existing two networks.

 

 

  • Pernod Ricard

b2a3927f0e81a406455c2389b3c1f8c8_400x400 (1)French liquor group Pernod Ricard SA said Thursday it will reorganize its North American business to focus on its core U.S. market, where demand for its Jameson whiskey brand is growing while sales of Absolut vodka remain in a slump.Pernod said it has reorganized its Americas business, separating Canada and the U.S. into a stand-alone North America division. Meanwhile the Latin American operations will now be part of Pernod’s Europe, Middle East and Africa business.Philippe Dréano, the head of Pernod Ricard Americas, will be retiring from the company after a 27-year career at the firm, the company said.

  • Radisson®

kNp-Tya9_400x400Radisson®  hotel brands has announced the opening of the Radisson Hotel Recife near Boa Viagem Beach, one of the most visited beaches in Northeastern Brazil. Located in the city of Recife, at Avenida Boa Viagem, 1906, the hotel offers 164 guestrooms and 67 residential suites.The hotel is conveniently located near the Recife International Airport, the Boa Viagem Beach and local shopping destinations.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Procter & Gamble – Starcom MediaVest Group ::: Hilton Worldwide/ Paraguay ::: HotelREZ/ Argentina ::: “Despegue”/ Argentina :::

    • Major Luxury Brands Going Back to Argentina? (Burberry, Dolce & Gabbana, Armani, Louis Vuitton).

Burberry, Dolce & Gabbana, Armani y Louis Vuitton are some of the companies cited by Buenos Aires real estate brokers that are interested in expanding in the Argentinean market as a result of Mauricio Macri’s victory in the recent presidential elections. Macri’s government is expected to lift restrictions to import (luxury) goods as well as to liberalize the exchange rate. Other companies cited include Dunkin’ Donuts, Pizza Hut and Carl’s. Retail chain Forever 21 recently opened a store in a Buenos Aires shopping.

  • Procter & Gamble/ Global

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business. Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US. Starcom continues to manage P&G’s local digital business for Mexico as well as P&G’s brand planning and buying for the whole region.

  • Hilton Worldwide/ Paraguay

VKJR5OUy_400x400Hilton Worldwide has signed a Letter of Intent with Grupo Cartes to bring the flagship Hilton Hotels & Resorts brand to Paraguay. The management agreement is anticipated to be signed in Q1 2016.Designed by Uruguayan architect Carlos Ott and expected to open by the end of 2018, plans call for a full-service Hilton hotel featuring 180 guest rooms and 50 Hilton branded residences located at the intersection of Aviadores del Chaco and Campos Cervera.

  • HotelREZ/ Argentina

6vvNv1h1_400x400Following its recent partnership with Barcelona-based Qualis Hospitality GroupHotelREZ Hotels & Resorts adds hotels in both Spain and Latin America (LATAM), to its growing portfolio of independents. The latest property signing with the representation company is the 5 star Sant Pere del Bosc Hotel & Spa in Spain.Other properties which have recently come on board the HO chain code, include Hotel Ambit Barcelona, in city-centre Barcelona; Vega De Cazalla, in Andalucia, Spain; and Estancia Monte Viejo in Argentina.

  •  “Despegue”/ Argentina

descarga (1)With the overall creative direction of Walter Onorato and Diego Duprat, agency Almacen has released its new spot for Minicuotas Ribeiro. With a humorous tone, the piece shows people receiving the wrong gifts for Christmas and why nobody understands what is going on. The mystery is revealed at the end of the piece. The spot was directed by Nico Parodi. The piece features Argentinian mediatic Victoria Xipolitakis, one of the most controversial figures of recent times in that country. Google contributed to the campaign, which in addition is Youtube’s first unskippable Labs conducted in Argentina. In this online platform, users will find up to 8 different versions of the spot, strategically created and fixed to maximize views and convertions to the ribeiro.com.ar e-commerce site.