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Tony Roma’s®

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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. 

  • Tony Roma’s®

Romacorp, Inc., the parent company of Tony Roma’s®, announced the opening of its newest restaurant, located in one of Bolivia‘s most populated cities, Santa Cruz. Situated in Barrio Equipetrol, a center for nightlife known for its popular restaurants, cafes, and nightclubs, the new Tony Roma’s will be open from noon to midnight on Sundays through Wednesdays, and from noon to 2 a.m. on Thursdays through Saturdays. This is the first Tony Roma’s restaurant for franchisee Grupo Restaurantes Internationales de Bolivia, S.R.L.The Santa Cruz opening resumes the momentum of international and domestic growth for the brand on the heels of their transformation which is revolutionizing the restaurant industry.Romacorp, Inc., is the parent company of Tony Roma’s restaurants, one of the world’s largest casual dining concept specializing in ribs. Headquartered in Orlando, Florida, Romacorp, Inc. has nearly 150 restaurant locations in more than 30 countries and is one of the most globally recognizable names in the industry.

  • Sol

Heineken´s Sol has launched its new brand positioning Taste the Sun, which embraces the sun’s positive energy, and reinforces the brand’s heritage as a lager born in Mexico, reflecting the country’s passion and vitality.The new campaign puts a spotlight on the brand’s longstanding connection with the sun by showing how every moment can be revitalized by the power of sunlight. Sol has created a series of innovative social posts that encapsulate the energy and freedom of the sun. Running across digital, TV, outdoors, e-commerce and off-trade activations, the campaign will be rolled out throughout 2018/19, starting with Chile, Puerto Rico, Colombia, Paraguay. It will then continue to be launched worldwide, from Australia to Belgium, South Africa to the UK. Today, the Mexican-born beer is available in more than 70 markets and has seen double-digit growth over the past year. Sol was founded in Mexico in 1899 and acquired by HEINEKEN in 2010.

  • Walmart

Walmart‘s main initiative to compete in the E-commerce space, particularly in LatAm, has been an omnichannel strategy, according to Jenifer Bice, Senior Director, International Communications. The key concept today for the american multinational retail corporation is “convenience“. According to Bice, consumers are looking for companies that make it all easier. In the US and also in Latin America, customers are wanting convenience, access, trust in the companies they’re engaging with, and to know that they’re not only getting great prices but also quality products. Walmart is looking to innovate and produce solutions to make customers´ lives easier and more convenient.  A key aspect of the equation is expedited delivery, which is why the company has decided to partner up with players in the delivery industry. The results in Latin America speak for themselves. In Chile, Walmart´s online sales have doubled in the past year and customers keep coming back. In Mexico, the brand launched an application called Cashi, to serve customers in mexico who are unbanked, so they have an option to be able to go in Walmart stores, use cash, and apply that cash to their app. Walmart has about 3,200 retail locations across Latin America.

 

  • Hilton

Hilton has opened a 171-room hotel overlooking Pilar Golf Club on the outskirts of the Argentine capital Buenos Aires. Located near the Pilar Industrial Park, the hotel is marketing itself to corporate travellers and provides an exclusive area for indoor and outdoor teambuilding activities.Hilton Pilar is 35 miles from domestic airport Jorge Newbery and 52 miles from Ministro Pistarini International.It is Hilton’s fourth hotel in Argentina, and the second under the Hilton Hotels and Resorts brand in the country, joining Hilton Buenos Aires, Hilton Garden Inn Tucuman and Anselmo Buenos Aires (part of the Curio Collection).

 

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

 

  • Almundo

Iberostar Group, the Spanish owner of 110 Iberostar Hotel and Resorts worldwide, has increased its´stake in Buenos Aires based Almundo, an emerging rival of Argentinean travel online seller Despegar. Iberostar Group owns 75 percent of Almundo. In September, the group invested an additional US$12 million in Almundo, following on US$28 million the group invested in the company during the first quarter. Almundo will finish 2018 with annual gross bookings processed offline and online of close to US$500 million again. Today Almundo runs 67 retail agency outlets in Argentina and aims to grow that number to 200 branch offices by the end of 2019. It believes its technology, inventory, and marketing will draw many independent agencies to become franchisees. In Brazil, Almundo faces a formidable challenge there, given the established players. In Argentina, Despegar remains a formidable competitor. In Mexico and Colombia, Almundo is working to improve its marketing and operational efficiency. Almundo, which has more than 850 employees today, is also looking to expand outside of Latin America by 2020.

 

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.

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.

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

For prior Sales Leads LatAm editions, click here. 

  • McDonald’s

McDonald’s Latin America and agency DPZ&T is marking the Big Mac’s 50th anniversary with a limited-edition Coca-Cola can designed as an homage to the burger’s storied recipe.The can will be delivered this week to influencers and brand lovers, who can then share their reaction on social media, using the hashtag #BigMacCan. DPZ&T also created a 49-second digital spot to announce the limited edition design, stating: “There are things everyone can do. And things only Big Mac Can do.”

 

  • Tony Roma’s®

Romacorp, Inc., the parent company of Tony Roma’s®, announces the opening of its newest restaurant, located in Arequipa, the second-largest city in Peru. The new location can be found on the third floor of the popular Mall Plaza Arequipa, a destination well-known for its wide range of brands, entertainment and cuisine, making it the number-one commercial center in the city. This is the second Tony Roma’s restaurant for franchisee Freddy Nossar of Inversones Gondomar SAC, who successfully launched the Tony Roma’s brand in Peru during 1994.“As the Tony Roma’s brand continues to expand both internationally and domestically, we have focused on key regions such as Latin America, in an effort to strengthen our presence throughout influential cities around the world,” said John Brisco, President Global Franchise of Romacorp, Inc.

 

 

  • Mercedes-Benz

Mercedes-Benz, the German automaker and a division of the German company Daimler AG, has kicked off a global media agency review, Adweek first reported. The review comes less than three months after hiring Publicis Groupe as its global agency network for creative and digital.  It is unclear if any of the global regions would be excluded. Mercedes-Benz spends more than US$1 billion on media advertising annually globally.
 

 

 

 

 

 

  • Revlon

Cosmetics brand Revlon has placed its´ global media account back into review after having consolidated with Mediacom less than a year ago. MediaCom will not  defend. Revlon spent US$420 million on advertising in 2016, according to Kantar Media.

 

 

 

  • Choice Hotels International

Choice Hotels International is partnering with Spanish hotel operator and franchiser Sercotel Hotels to expand into Spain and Latin America. Choice Hotels will also aim to create new opportunities for hotel development across Europe and Latin America through this new partnership. The two groups will bring Choice hotels managed by Sercotel’s management unit into these markets while adding select Sercotel properties to the Choice Hotels portfolio. Booking on ChoiceHotels.com and the Choice Hotels app will extend to these Sercotel properties. They will also participate in the Choice Priveleges loyalty program.The new Choice Hotels properties will join Sercotel’s approximately 150 hotels in Spain and 28 in Latin America.

 

 

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

 

Hilton  and Hotelaria Brasil announced the signing of a strategic development agreement for Hotelaria Brasil to initially develop five franchised Hampton by Hilton hotels in Brazil – marking the brand’s debut in the country. The announcement underscores Hilton’s commitment to expand throughout the Caribbean and Latin America, and reinforces the upper-midscale brand’s momentum with 139 openings worldwide in 2017, including Hampton hotels in the Dominican Republic, Colombia, Mexico and Uruguay. As part of the agreement, the companies have confirmed the first hotel is scheduled to open in 2019 at Guarulhos Airport in Sao Paulo, Brazil.Expected to open in early 2019, the 160-room Hampton by Hilton Guarulhos Airport is located less than two miles from the airport. Hilton currently has a portfolio of more than 130 hotels and resorts open and welcoming travelers in the Caribbean and Latin America. The company is actively pursuing additional Caribbean and Latin American growth opportunities and currently has a robust pipeline of approximately 80 hotels throughout the region.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
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