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Latin American Travel destinations are of great interest to the U.S Hispanic consumer. Both for Leisure and Business Travel. Hispanics have a cultural affinity with Latin America that makes destinations there very attractive to them. Latin American based agencies often help Latin American, especially Mexican clients to reach U.S. Hispanics.

One such example is VRTC, a Houston, TX, headquartered agency which also has offices in Los Angeles, CA, and Mexico City, which recently was selected as the AOR for Puerto Vallarta in the United States. Puerto Vallarta is a Mexican resort town located on the Pacific Coast in the state of Jalisco.

Portada talked to Guillermo Ohem Ochoa, General Manager at Fideicomiso de Turismo Puerto Vallarta, and Octavio Orozco, Co-founder, VP & General Manager at VRTC. Orozco tells Portada that the image that Puerto Vallarta intends to project in the U.S. market is “Lo mejor de Mexico junto al Mar Pacifico” or in English”Traditional, Mexican beauty. Everything that is traditional and that we love about Mexico by the Pacific.”

A target audience of young cosmopolitan, 25-35 years old and Silver Surfers of more than 60.

The audience the Puerto Vallarta campaign is attempting to reach is not necessarily U.S. Hispanic only. According to Ohem Ochoa, “efforts will be directed to the General Market and Bicultural consumer who wants to go to Puerto Vallarta for pleasure and vacationing. Both English and Spanish media will be used.” “We are targeting the New Connected American traveller. Through market research we have found that it is young cosmopolitan, 25-35 year and Silver Surfers (over 60 years old), Orozco adds.

Does VRTC as an agency with Mexican roots have an advantage when targeting Mexican Americans in the U.S. as Puerto Vallarta may already have a strong brand equity among them? According to Orozco, “As an international agency that has offices in Mexico and the U.S., we integrate the expertise in both countries. Therefore, we understand both the needs of the client being a Mexican destination and our consumer being in the U.S.” Orozco also emphasizes that U.S. Hispanics are more active in social media than any other ethnic group, and with the proliferation of contact points available through social media, building a strategy around both these trends will make the plan very effective.”

Interconnectedness

“We have mapped out the purchase decision-making process from initial online searching for a destination through sharing online their experience during and after the fact. This “interconnectedness” is an important insight that helps define the New Connected American traveler,” Orozco concludes.

 

Expedia leads in Travel Property Share

Travel PropertyShare/Growth (2012/2011)
1. Expedia Inc31.6% (-6.0% percentage points compared to 2011).
2. Priceline.com Inc.:17.3% (+1.6)
3. Orbitz Worldwide12.9% (-0.1%)
4. Fareportal Media Group9.2% (+0.7)
5. Travelocity:7.6% (-2.4)
6. Kayak.com Network6.9% (+2.2)
7. BookingBuddy Sites2.3% (+2.3)
8. CheapCaribbean.com1.4% (+0.5)
9. BookIt.com1.1% (+0.1%)
10. AppleVacations.com0.6% (-0.1)
Source: ComScore 2013

 

 

Latin American Travel destinations are of great interest to the U.S Hispanic consumer. Both for Leisure and Business Travel.  Hispanics have a cultural affinity with Latin America that makes destinations there very attractive to them. Latin American based agencies often help Latin American, especially  Mexican clients to reach U.S. Hispanics.

One such example is VRTC, a Houston, TX, headquartered agency  which also has offices in Los Angeles, CA, and Mexico City, which recently was selected as the AOR for Puerto Vallarta in the United  States.  Puerto Vallarta is a Mexican resort town located on the Pacific Coast in the state of Jalisco.

Portada talked to Guillermo Ohem Ochoa, General Manager at Fideicomiso de Turismo Puerto Vallarta, and Octavio Orozco, Co-founder, VP & General Manager at VRTC.  Orozco tells Portada that the image that Puerto Vallarta intends to project in the U.S. market is “Lo mejor de Mexico junto al Mar Pacifico” or in English”Traditional, Mexican beauty. Everything that is traditional and that we love about Mexico by the Pacific.”

A target audience of young cosmopolitan, 25-35 years old and Silver Surfers of more than 60.

The audience the Puerto Vallarta campaign is attempting to reach is not necessarily U.S. Hispanic only.  According to Ohem Ochoa, “efforts will be directed to the General Market and Bicultural consumer who wants to go to Puerto Vallarta for pleasure and vacationing. Both English and Spanish media will be used.” “We are targeting the New Connected American traveller. Through market research we have found that it is young cosmopolitan, 25-35 year and Silver Surfers (over 60 years old), Orozco adds.

Does VRTC as an agency with Mexican roots have an advantage when targeting Mexican Americans in the U.S. as Puerto Vallarta may already have a strong brand equity among them? According to Orozco, “As an international agency that has offices in Mexico and the U.S., we integrate the expertise in both countries. Therefore, we understand both the needs of the client being a Mexican destination and our consumer being in the U.S.” Orozco also emphasizes that U.S. Hispanics are more active in social media than any other ethnic group, and with the proliferation of contact points available through social media, building a strategy around both these trends will make the plan very effective.”

Interconnectedness

“We have mapped out the purchase decision-making process from initial online searching for a destination through sharing online their experience during and after the fact. This “interconnectedness” is an important insight that helps define the New Connected American traveler,” Orozco concludes.

 

Expedia leads in Travel Property Share

Travel PropertyShare/Growth (2012/2011)
1. Expedia Inc31.6% (-6.0% percentage points compared to 2011).
2. Priceline.com Inc.:17.3% (+1.6)
3. Orbitz Worldwide12.9% (-0.1%)
4. Fareportal Media Group9.2% (+0.7)
5. Travelocity:7.6% (-2.4)
6. Kayak.com Network6.9% (+2.2)
7. BookingBuddy Sites2.3% (+2.3)
8. CheapCaribbean.com1.4% (+0.5)
9. BookIt.com1.1% (+0.1%)
10. AppleVacations.com0.6% (-0.1)
Source: ComScore 2013

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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.

NOTE: Portada has currently a 25% Discount Offer to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon NEW-YEAR-25 link. (expires on January 31!)

    • Puerto Vallarta

Puerto VallartaVRTC was selected as the agency of record for Puerto Vallarta in the United States.  Puerto Vallarta is a Mexican resort town located on the pacific Coast in the state of Jalisco. VRTC  is a Houston, TX, headquartered agency which also has offices in Los Angeles, CA, and Mexico City.

 

 

 

  • Los Angeles Dodgers

The Los Angeles Dodgers announced that Walton Isaacson (WI) has been named the team’s advertising/marketing agency of record for 2013. WI will report to Executive Vice President and Chief Marketing Officer, Los Angeles Dodgers, Lon Rosen. “We’re thrilled to be associated with one of the world’s most iconic sports franchises,” states Aaron Walton, co-founder of WI. “The Dodgers are essential to the lifeblood of Los Angeles, and we look forward to working with Lon Rosen and his colleagues in what is truly an exciting new era at Chavez Ravine.”About Walton Isaacson.  

  • Chicago White Sox

  The Chicago White Sox tapped PACO to provide Latino strategic planning, ideation, and public relations services. PACO will serve as the Latino public relations agency of record for the Chicago White Sox. The overarching goal is to create relevance and brand affinity between the Chicago White Sox and the Latino fan base.

  • Tampico

Tampico Beverages Inc. wants to break into the carbonated drink industry, a  move the company hopes will ultimately pave the way to expanding into different  product categories. Tampico is best-known for selling refrigerated juice  products heavily favored by Hispanic consumers around the world, but it wants to  be much more, said Scott Miller, Tampico’s chief executive officer. The company will test several flavors of carbonated soft  drinks in Chicago and Texas in the second quarter as it tries to steal market  share from Jarritos, the top-selling carbonated soft drink among Hispanics in  the U.S. Tampico will launch its first national advertising campaign in the form of  television spots and billboards this spring to help strengthen brand awareness  as it looks to build out its product portfolio. Previous marketing efforts have  been more grass roots, such as ”banners at festivals or parades,” Mr. Miller  said. “We want to get the message out that we are a national brand,” Mr. Miller  said. Once that is accomplished, Tampico will embark on a global advertising  program that would include its core markets of Guatemala, Haiti, Mexico, Brazil  and Africa.

 

  • Payless Shoesource

Payless ShoeSourcePayless Shoe Source assigned AOR responsibilities to Miami based MARCA for the Hispanic & Latin American markets, Adweek reports. Media planning and buying were not part of the review and those responsibilities remain at Publicis Groupe’s Optimedia.

 

 

 

 

NOTE: Portada currently offers a 25% Discount to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon NEW-YEAR-25 link. (expires on January 31!)

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.