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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.

 

  • Hilton

Hilton announced the opening of Hilton Bogota Corferias, representing Hilton’s 20th property in the country. As the first full service hotel in the city’s fair and convention district, the 410-room property features more than 13,000 sq. ft. of flexible meeting and event space, including the largest terrace in the area that offers both indoor/outdoor space and spectacular mountain views.Located adjacent to the Corferias Bogota Fairground, the hotel offers a privileged location in the town’s main commercial area within close proximity to La Candelaria colonial neighborhood, Gold Museum and the Art Museum of the National University of Colombia. Hilton Bogota Corferias participates in Hilton Honors, the award-winning guest loyalty program for Hilton’s 17 distinct hotel brands. Hilton currently has a portfolio of nearly 150 hotels and resorts open and welcoming travelers in 25 countries across the Caribbean and Latin America with 19 hotels in Colombia, including Hilton Bogota and Hilton Cartagena. The company is actively pursuing additional growth opportunities and currently has a robust development pipeline of more than 80 hotels throughout the region, including six in the pipeline for Colombia.

 

 

  • Marriott & Expedia

Marriott International, Inc. and Expedia Group, Inc. have signed a fresh multi-year agreement for the listing of Marriot’s hotel chains on the latter’s website. Reportedly, the negotiation began November 2018. The deal will help travelers to make a booking at Marriott hotels worldwide through the Expedia site.However, the rate of commission hasn’t been disclosed. The last reported rate was approximately 12%. This is an important deal for Marriott as online booking is becoming important in the lodging business and is a major growth driver. This is the first deal between the two companies after Marriott acquired Starwood and became the world’s largest hotel company in 2016. Marriott is consistently trying to expand presence worldwide and capitalize on the demand for hotels in international markets. Moving ahead, the company plans to significantly expand its global portfolio of luxury and lifestyle brands. For 2019, Marriott anticipates 5.5% net room growth. The hotel company is also trying to expand footprint outside the United States, especially in Asia, Latin America, Middle East and Africa.

 

 

  • Sephora

Sephora, the Paris, France-based multinational chain of personal care and beauty stores, has added LATAM brands to its accelerate program. Over the past five years the Sephora Accelerate program has helped to platform many indie beauty brands, and the latest additions to the program include two LATAM brands. The latAm brands that have been added to Sephora´s merchandising category include Brazilian-based brands Care Natural Beauty and Orna Make-up, together with Mexican player Polvos Magicos. The Sephora Accelerate program, which has now been running for 5 years, has been expanding to have an international scope.  

 

 

  • Radisson Hotel Group 

Radisson Hotel Group has announced a raft of new properties and brand conversions for the Americas region. A total of six properties will join its Radisson Red, Radisson Blu, Radisson and Country Inn and Suites by Radisson brands over its next three years.In Latin America the group is set to open the Radisson Hotel Plaza Del Bosque in the San Isidro district of Lima this month. The hotel features 95 rooms, a ninth-floor swimming pool, a restaurant and bar, fitness centre and meeting space.

 

 

 

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.

 

  • Panini

Trading card and memorabilia company Panini has signed Kopa Licensing as the brand’s agent in the LATAM region.“Together with Europe and North America, the whole Latin American territories are a real stronghold for Panini, where the company has millions of fans throughout the continent,” says Tony Verdini, senior manager, Panini. Italian company Panini brothers was founded it in 1961. The company produces books, comics, magazines, stickers, trading cards and other items through its collectibles and publishing subsidiaries.

 

  • Universal Aviation

Universal Aviation, the worldwide ground support division of Universal Weather and Aviation, Inc. (Universal®) has expanded its presence in Latin America, with the addition of Universal Aviation Argentina.Universal Aviation Argentina is based in Buenos Aires at Ezeiza International Airport (SAEZ) and supports all airports in the Buenos Aires area and all outlying stations. Universal Aviation Argentina can coordinate support to operators at more than 35 additional airports in Argentina.Universal Aviation Argentina team members are local experts on everything from ground handling, local CIQ procedures, landing permits, identifying pilot navigators and even local tourism from Ushuaia to Igauzu.Universal Aviation has more than 40 locations in over 20 countries—including Latin-American locations in Argentina, Brazil, Chile, Costa Rica, Dominican Republic, Mexico, Puerto Rico and Venezuela.

What: Panini’s Jason Howarth, Las Vegas Lights’ Steve Pastorino and the L.A. Galaxy’s Brendan Hannan weigh in on the importance of the Latino market at World Cup this summer.
Why it matters: Resetting from a U.S.-Canada focus to Latino fandom is critical for brands with World Cup ties.

There were about 48 hours of angst for Panini’s Jason Howarth (@sportsmktgguywhen the U.S. Men’s National team was eliminated for World Cup contention by Trinidad and Tobago.

“Then, we realized we needed to seize all the other opportunities we knew would exist in the U.S.,” he said. “After all when you go around the country and you see all the Messi and Ronaldo jerseys you quickly realize the U.S. team is probably not the focus of most fans anyway.”

That reset, and that opportunity, was echoed not just by Howarth, but also by executives from both the L.A. Galaxy (@LAGalaxyand the Las Vegas Lights (@lvlightsfclast Thursday on a panel about “The Beautiful Game” at Portada LA. at the Loews Santa Monica Beach Hotel. The message from all was clear: FIFA World Cup (@FIFAWorldCup) presents a great business opportunity, especially for brands and teams that have the foresight to embrace all parts of Latino business and culture as the 2018 event quickly approaches.

When the World Cup shock wore off, the opportunity for teams and leagues and brands to creatively find new ways to engage in soccer in a still-growing marketplace is huge.

For the Galaxy, VP of Marketing, Communications and Digital Brendan Hannan (@brendanhannan ‏) was quick to point out that the multicultural approach the club has long taken with their fan experience will be buffeted by World Cup, even with the lack of a U.S. or Canadian National team in the field. The reason? Mexico. With two Mexican players on the roster (Giovani dos Santos and Jonathan dos Santos) who are candidates for the national team, a wide and years-long  community outreach into the Mexican community, and a footprint that extends south to the Mexican border, LA’s longstanding Major League Soccer franchise has more than just a passing chance of business success when play begins in Russia.

“All our communication with the community is bilingual,” said Hannan. “Our community events and staff have a great understanding of what works and resonates in not just the Mexican but the Latino community as well, and above all, we fully embrace and enjoy the fact that the gateway to the Latino fan starts with the grassroots and will be wide open during World Cup. We are excited about the opportunities.”

Like the Galaxy, the Lights, the newest, and perhaps most disruptive, entry into Tier 2 USL ( ), understands the hyperlocal value of the Latino community to soccer as their key to business success and brand engagement.

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“The face of our franchise (Jose Luis Sánchez Solá – “Chelís”) is a legend in Mexico, we have nine players on our roster who are Mexican, and 20 of our 24 players are bilingual, so we fully understand the value that the Latino audience can bring to our business,” said Steve Pastorino (@StevePastorino), VP of Corporate Sponsorship for the Lights. “On Father’s Day at 8am, following a game the night before, where will we be as a team? Watching what will be the biggest first round matchup in World Cup, Mexico and Germany, with our fans and partners.”

Even with the Mexican focus, Pastorino, a longtime sports marketer who helped launch the MLS Chicago Fire (@ChicagoFireas well, pointed to the massive importance of all the soccer-playing Latino nations as a benchmark for brand success for the Lights. “No matter if it’s Argentina, or Peru or Brazil, we will embrace and leverage off the success in World Cup for all our Latino supporters, as soccer is really a great unifier of cultures, and there is no bigger event to unify around than the World Cup.”

That unification has been a massive boost again for Panini, whose sticker books for World Cup have become a global phenomenon. The numbers of books and stickers the company has been producing for World Cup are staggering; 2 million packets a day with over 70 million stickers being distributed in a week in over 100 countries including the U.S. The key concentration, both in the States and elsewhere, is in the Latino market.

Jason Howarth

“No country understands and appreciates the value of our sticker books better than Brazil,” Howarth added. “And the gateway for our business in the United States wasn’t really going to be through the U.S. national team (although the company did sign rising star Christian Pulisic  to a long-term deal); it was going to be through those Central and South American countries that have strong fan bases here in the U.S. The stories of Peru, Mexico, Argentina and the like will grow as the games progress, and with those stories will come even more affinity not just from the millions of followers those nations already have but from casual fans who will start watching World Cup and enjoying this massive stage when they might be doing something else. It is a huge opportunity for us not just now, but for our future business in soccer as well here in the U.S.”

Would it have helped had the U.S. qualified? Of course, all admitted. However, when the World Cup shock wore off, the opportunity for teams and leagues and brands to creatively find new ways to engage in soccer in a still-growing marketplace, and do it directly with the fastest growing demo in the U.S. (Latinos who are upwardly mobile and soccer astute) is huge.

“It’s an opportunity all of us are looking forward to, and we are pretty confident the stories will help us grow beyond what was possible even four years ago,” Pastorino added. “For a community like Las Vegas, it can’t be much more exciting.”

The angst for World Cup is certainly a distant memory.

Portada is going to the West Coast! We are excited to announce a full set of speakers and networking opportunities for #PortadaLA at the Loews Santa Monica on May 10. We will be exploring what is next in Multicultural Marketing, Automotive Marketing, Soccer Marketing and much more…

 

Speakers will include:
ANDREW DELBRIDGE, Chief Strategy & Engagement Officer, Grupo Gallegos
CYNTHIA DICKSON, Associate Director, Multicultural Strategy, Canvas Worldwide
CATARINA GONCALVES, Planning Director, Grupo Gallegos
BRENDAN HANNAN, VP of Marketing and Communications, LA Galaxy
JASON HOWARTH, VP Marketing, Panini America
STEVE JAMES, Executive Director, California Milk Processor Board
RICH HULL, CEO, Pongalo
ZACH ROSENBERG, President, MBMG
JOHN SANDOVAL, Senior Brand and Latino Marketing Manager, Intuit

Topics we will be exploring:
THE CULTURAL ATTUNEMENT IMPERATIVE
A discussion with got milk? / Toma Leche on what it takes for any brand to relate to multicultural audiences
THE HISPANIC CONSUMER IN 2018: Insights from the 2018 Tax Season
SHIFTING GEARS: What’s Next in the Changing World of Automotive Marketing
THE SOCCER OPPORTUNITY From MLS to World Cup, we will look at the potential for marketers around The Beautiful Game.
HOLLYWOOD AND LATIN AUDIENCES: What brand marketers need to know

Check out our Portada Los Angeles preliminary agenda.

For information on how to align your company with Portada Los Angeles, please reach out to Sales and Marketing Manager, Isabel Ojeda.