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We are excited to announce that Jose Manuel Langarica, Head of Performance Marketing at Volaris, is joining the Portada Travel Marketing Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Mexico on October 17, 2019.

Jose Langarica is the Head of Performance Marketing for Volaris, where he brings more than 10 years of experience leading performance teams for international accounts, digital marketing, and sales.

He’s also an expert in SEO and SEM tools, social media marketing, mailing, and programmatic buying.

Prior to his role at Volaris, he was the Operations Manager at Seccion Amarilla, the biggest yellow pages company in Mexico, where he was leading the performance marketing and customer experience teams, contributing to the company digital transformation for both national and international projects.

Welcome, José, to the Portada Council System!

Juliana Sarria, CSL of Strategy and Product at Arena, and Ricardo Rivera, Head of Marketing of Volaris, spoke at the fifth edition of Portada’s annual Foro Mexico de Publicidad y Medios  (#PortadaMX ) about the very quickly growing sector of social advertising. Both executives shared their strategies for social ads, explained the challenges they are facing and talked about how corporate organizations need to adjust to take full advantage of social marketing.

By Ximena Cassab and translated by Celeste Martorana

IMG_0057-250x250“Social Media is the ecosystem that brings it all together. A brand that is not in Social Media, it’s almost as if it doesn’t exist at all,” said Juliana Sarria, CSL of Strategy and Product at Arena.
Both Sarria and Rivera agreed that in order to really take advantage of social networking it is necessary to know what audiences want and how to publish the right messages to reach them. A key fact is that  Social ads can be measured noted Ricardo Rivera, Head of Marketing at Volaris. Even the emotions a message originates in a user can be measured.  But, Rivera cautioned:  “companies need to exploit these tools much more through trial and error and experiment with the content of social ad messages.”

Companies need to exploit these measuring tools much more through trial and error of social ads.

Key Questions that were answered

How is the conversion from social advertising to the actual purchase (e-commerce)?

Juliana Sarria: “Mexicans still feel uncomfortable with e-commerce. Social media and e-commerce try to make the user feel more comfortable in the digital environment. Social ads’ main role is to close the distance between the online shopping experience (point of purchase) and the consumer. However, you need to understand. A user is simply not going to jump from information posted on a social network to right away purchase a product online.”

Ricardo Rivera: “At Volaris, 87% of our followers in social networks are there to learn about special promotions. Of these 87%, 54% are only interested in promotions and not in any other information. The travel  industry is an industry where people will ask you about products. The connection with e-commerce is crucial. But it is necessary to study what behaviour the user has until he/she makes the purchase.”

At Volaris, we have had tweets that have generated one million dollars in purchases.

How can  valuable content for social network users be generated?

Juliana Sarria: “If we’re going to bomb users with information, we must do so with valuable content. The problem is that most companies have very young people working as community managers. They lack the necessary experience and have no knowledge of how to act during a  crisis. The person in charge of a company’s communication over social networks should be prepared to face those situations and more. They are the voice of the brand. The reality is that good content is related to high costs. The potential of the data, technology and content will become enormous if you provide specialized and targeted content to the end-user.”

Ricardo Rivera: “Brands have to take advantage of the fact that they can say something relevant in a conversation. For example, if a flight is delayed, you can give notice through social networks, or through an app. We have noticed passengers turn on their mobiles immediately after the plane has landed. They can be targeted with special messages. Social messaging is huge for the travel industry.”

What do brands need to leverage the data and content generated in social networks?
Ricardo Rivera: “We need attribution managers,  managers who are responsible for their areas specifically and in charge of analyzing the exchange of information between social networks, websites and e-commerce pages. Brands need to further analyze users so as to find out what they like and we need a trained and skilled  team to do this.We need to rethink the traditional structure of a company and create new job titles, such as as Head of Engagement. ”

Juliana Sarria: “We need clients to trust their agencies and share the data with the agency. The data needs to be shared so that it can be analyzed at the right time.”

 

CHECK OUT:
Article: How Social Advertising is becoming huge in LatAm
-Interview: interview with Ricardo Rivera, Head of Marketing at Volaris.

Watch the below VIDEO (in Spanish), with Ricardo Rivera, Marketing Director of Volaris, taken at #PortadaMx this week.

 

Volaris, the low-cost Mexican airline that has an important presence in the U.S. Hispanic market, is one of the pioneers in Mexican online marketing. Approximately 60% of Volaris’ sales are done through online channels, a very high ratio for the Mexican and U.S. Hispanic market where it mostly targets Spanish-dominant  Hispanics. Ricardo Rivera, Head of Marketing, Volaris (watch Video in Spanish), one of the major brand marketers participating at #PortadaLat in Miami on June 8-9, spoke to Portada about what he has  learned in digital marketing and social marketing so far and what he recommends  companies to do to keep up with the latest  trends.

Interview conducted  by Ximena Cassab

Portada: How do you combine advertising with editorial content in social media?

Ricardo Rivera Alaniz_BW_100x100RR: “There are many points that help us keep balanced. The first one is the geotargeting of the messages. 85 per cent of our followers are actually interested in our sales promotions, and 54 per cent of them are only interested in the sales promotion. So it doesn’t feel intrusive to publish our special offers. What will feel intrusive is to publish offers that aren’t relevant to our followers. We can not ignore that people are looking for fares that make you travel, and that’s what we provide them.  On the other hand, there are some topics  that generate more engagement, and we are looking for them all the time. One example is social responsibility. People react very positive to this information and it also generates a lot of engagement. We have also found it very effective to talk about recommendations to travel for less money. People appreciate it.”

We have to get rid of the media manager who only compares media, and start having the one who analyzes performance.

Portada: Talking about geotargeting, in what ways do you segment your customer base?
RR: “Now, thanks to global pages, we have the possibility to conduct  a more segmented management of our audience. We need to do this to be more relevant. Our followers speak different languages; even those who speak Spanish don’t use the same expressions. We need managers responsible for each country and region so that our messages sound natural. We do not deal with the complexity of personalization. I am not worried about this. What we need to have very clear are the engagement success measures and the conversions of this into sales. As long as this is working out well, the complexity will be welcome.”

Portada: Is it more risky to adopt a generalist approach?
RR: “It is much more risky because you take the chance of being less relevant, by speaking in a language or a tone that isn’t used or won’t be understood in a certain country or region. You lose punch of what we call “reactvertising”; what is happening now in this country or in this city. You can’t lose real time advertising.”


Portada: With the development of digital marketing, what structural changes do the companies need?
RR: “We need a performance manager. Many industries today have media managers but this should end. They need someone who can measure each of the advertising channels with precision. We have to get rid of the media manager who only compare media, and start having managers  who analyze performance. The ideal professional for this would be a highly specialized mathematician, someone with curiosity regarding digital matters. We also need an engagement manager, who is in charge of social media, content strategy, sponsors. All this must be put together in the same channel, and with the main goal of generating engagement. This person should be a strategic thinker. It is easy to get lost, this is why you need someone with a market strategy, brand-building strategy, and customer understanding point of view. This way, you will be able to generate engagement with a cause. The challenge here is to manage a hybrid model between in-house and out-of house resources. These managers must have clarity about how their business works so that they can communicate their needs to an external expert agency.”

I recommend a hybrid model, where you keep the most strategic areas covered inside the company, and outsource those things where the agency will do a better job.

Portada: How do you choose the best agency?
RR: “There is no absolute recipe.To choose the right one, you have to pay attention to two things: the car and the driver. There are people who have amazing platforms but don’t know how to use it, and can’t even explain to you how it really works. Sometimes it is better to choose someone who might doesn’t have the newest technology but who is an expert in the subject and gives you an excellent customer service.”

Portada: What should any company take into notice when entering the Latin-American market?
RR: “The Latin-American market needs very simple messages. Irony, for example, doesn’t really work here. You might use it in a couple of twits but not in a whole campaign. People won’t understand nor like it. We are very simple.Also, the penetration of social media is still very low. There are places where Twitter doesn’t even exist. I would recommend having a very strong Facebook strategy if you want to enter this market; the other networks are still developing. And if you are trying to sell by e-commerce, take into notice that people here use their desktop computer at work most of the time. They will use smartphones to stay informed, but the final sale will be made on the computer and during working hours.”

Watch the below VIDEO (in Spanish), with Ricardo Rivera, Marketing Director of Volaris, taken at #PortadaMx this week.

 

A speaker roster of all-star Marketing and Media Stars is all set for our fifth annual Foro Portada Mexico in Mexico City’s Hotel Presidente InterContinental on October 13.

C-level Executives of Unilever, Havas Media, Mindshare, YuMe, Volaris, Versy , Google, Medula and  Cerveza Victoria will dissect key themes impacting Marketing in Mexico as well as spot key trends for 2016.

Copy of foromex15-eblastTopics they will explore

  • 2016 Latin American Online Video Marketing Trends  (Breakfast sponsored by Yume)
  • Marketing to the new Mexican Woman. Marketing how-to’s and Insights from Unilever.
  • Social Ads: “Social Messaging” and how it should be marketed. Opportunities for brands and agencies.
  • México as a brand: Actionable Insights on how the Brand Mexico should be marketed in Mexico and internationally.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Top Marketing and Media Stars participating in #PortadaMex include:

  • Miguel Vera, Director Myriad, México
  • Ricardo Rivera, Head of Marketing, Volaris
  • Javier Chanfreau, CEO, Medula Network
  • Juliana Sarria, CSL of Strategy and Product, Arena
  • Jorge Guglielmone, CEO Latin America, Mindshare
  • Eduardo Angulo, Marketing Director México, Unilever
  • Marine Garmrouguian, Head of programmatic Havas Media Group
  • Gustavo Rivera, Director de México, Emerging Markets YuMe
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google
  • Edson Noyola, Director, Cerveza Victoria

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Sponsors

Online Video Breakfast Sponsor
YuMe

Silver
Versy

Bronze
Medula

Exhibit Table
La Voz Media Group

To get information on how to participate in this important event, please call Bob Oliva al  1 (305) 546-1515 or e-mail him at bob@portada-online.com

What: Homewood Suites by Hilton extended stay brand into Latin America with a new prototype hotel product customized for the individual destinations from Santo Domingo to Sao Paulo.
Why it matters:  The Travel industry is looking into Latin America as a major growth driver.

Jet Blue, Volaris and many airlines are expanding their routes going into Latin America. The hotel sector is also following this trend, with Homewood Suites announcing it is expanding in LatAm with a new prototype.

Homewood-Suites-LATAM-Connect-Zone-lobby-lodge

The Homewood Suites by Hilton extended stay brand into Latin America, where this type of select service hotel model is vastly under represented, with a new prototype hotel product customized for the individual destinations from Santo Domingo to Sao Paulo.Homewood Suites is scheduled to open as many as 30 new hotels in the next four to five years beginning as soon as 2016. The first new management contract was officially announced earlier this month for the Homewood Suites by Hilton Santo Domingo in the capital of the Dominican Republic.

Opening in late 2017, the 120-room property will be the first Homewood Suites in the Caribbean.BillDuncan_136For the Latin American hotels, Bill Duncan, global head of brand management at Homewood Suites, says Hilton is “tropicalizing” the specific aesthetics and offering more room variations to align with each country where the hotels will operate. This is a dramatic shift for Homewood Suites, he explains, because in the past the company has always attempted to standardize the guest experience and architecture/design as much as possible at its 360+ existing locations across North America.

Traditionally, South American developers have shied away from the extended stay segment because the properties have larger rooms with full kitchens and lower room counts per building volume. From a traditional business perspective for most Latin American owners, less rooms means less revenue.The new Homewood Suites prototype, first introduced in North America last year, incorporates a larger percentage of the smaller Studio Suites rooms and includes higher end finishings and more contemporary design elements. Homewood’s Studio Suites typically start around 420 square feet and sleep up to four people in North America, which is about 20% larger than standard hotel guest rooms.

“South America tends to parallel pretty much Europe in that hotels have less space because of where hotels are usually developed, and space is at a premium in those densely populated areas,” says Duncan. “So the challenge for us is, how do we take all of the things we do with Homewood Suites in the U.S. and Canada within the context of space utilization, and scale them to take advantage of the development opportunities in the Latin American/Caribbean market? And then if we can figure that out, that is a step in the right direction for the potential to expand overseas into Europe at some point.”

With the new prototype, the studios make up about 85% of the room inventory, with the rest split between one- and two-bedrooms. Market dynamics are driving this in North America as well. Duncan says there’s a shift in consumer demand for more studios and less one-bedrooms because more people now want open floor plans. That makes rooms feel bigger and it’s aligned with home design trends.That shift in demand for more Studio Suites also helps make the extended stay model more attractive to Latin American builders.

Good prospects

Presently in Mexico and South America especially, corporate apartments are primarily filling the demand now for long term rentals, but American business travelers and Hilton HHonors members want access to their preferred brands. Duncan says Hilton anticipates North American travelers will make up about 40% of room nights collectively in the region, and that “extended stay” refers to anything over five consecutive nights.In an effort to convince more local owners and developers to build Homewood Suites product, Hilton has developed a comprehensive new sales and marketing platform to show the business ROI for the extended stay model.

The economies in destinations like Mexico, Colombia, Chile and Brazil are growing, and Hilton’s development team is emphasizing the complete lack of U.S.-flagged extended stay hotels in their first tier cities and resort areas.

“We’re updating presentations, creating new development training, we’re shooting a video with development education about what extended stay is, and we’re creating other new tools,” explains Duncan. “Because once you build that story right, you can explain how they can better cover shoulder nights, cover slower seasons, boost profitability. Extended stay takes less labor and has less wear and tear because customers don’t need as many services and they don’t check-in and check-out as much, etc., etc. So you build up all these touchpoints and then a lightbulb goes off and they say, ‘Hey, this could be good.’”

The business climate in many Latin American countries is helping too. The economies in destinations like Mexico, Colombia, Chile and Brazil are growing, and Hilton’s development team is emphasizing the complete lack of U.S.-flagged extended stay hotels in their first tier cities and resort areas.

“We’ve talked to a lot of experts, and there is not a lot of data or any tracking anywhere in Latin America that we can currently see,” says Duncan. “The extended stay traveler is all being handled by corporate apartments and other hotels, which are very few and far between, so the opportunity is pretty wide open in our book.”

The first permanent show rooms for developers to see will be ready in Miami in a few weeks at Homewood Suites’ Latin American HQ in Miami. Hilton chose to locate its regional office and showroom in Miami versus South America or Mexico, because there’s a growing contingent of U.S. developers looking to expand beyond North America’s borders.

Who will be the Winners of the Award for the Top Online Video Campaign? We will find out at #PORTADALAT on June 3-4! Check out the Candidates.

Latam-Awards-450x253

 

  • Havas Media International / Armani SI

havasmediainternational150x110Armani Si aimed to increase visibility and generate high engagement among Brazilian beauty and fashion connoisseurs.To do so, we developed a highly targeted media strategy to harness the power of engagement of online videos in Brazil confirmed by in-house research.

Testing a wide array of video formats (pre-rolls, hover-to-play, interstitials, native) across networks that combined high reach and contextual affinity, we achieved 27% reach in-target and 30% engagement rate.

https://youtu.be/d-Gmj5IxOvQ

 

  • Stella Artois

 

Stella-Artois-LOGO150x117

Our brand focuses on combining the beauty and the passion for tennis, with the art and elegance of a 600-years legacy of brewing tradition. We wanted to continue this legacy through a campaign that was as memorable as Stella Artois is. With more than 1.6 million views, more than 84,000 interactions and reaching more than 5 million people in five days, we have taken the first step to continue building, along with Mexico, a brand that celebrates the beauty of life.

  • Volaris

 

Untitled-114Volaris with #NoMásCamión developed a 360* marketing campaign that involved BTL/ATL efforts to generate awarness to our customers across all channels, as well as influencing bus consumers to travel by plane.

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. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • NEWLINK AMERICA/CHANDLER CHICCO

descarga (4)US Hispanic market consulting and communications firm Newlink America and Chandler Chicco Companies, a global health communications group under inVentiv Health, are expanding their alliance with the launch of SALUTEAM. Salutem will help health clients develop and deploy culturally relevant communications to engage with Latinos and achieve their business, policy and communications objectives. The practice combines the healthcare and medical communications capabilities of Chandler Chicco Companies with the insights and resources of Newlink’s Hispanic team of marketing and communications professionals.SALUTEAM is being debuted at DTC Perspectives’ third annual Multicultural Health National conference in Atlanta.

  • Blizzard Entertainment

descarga (3)Blizzard Entertainment has shifted its North American traditional media buying duties to OMD West without a review, according to sources.With this move, Blizzard consolidates its North American media assignment with OMD, which won much of the business in 2011. MEC continues to handle media duties for both Activision and Blizzard in regions outside of North America.

  • General Mills

glogosocial_reasonably_smallAs we mentioned on our previous Sales Leads edition General Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. With this move, General Mills is focused on elevating the impact of its multi-cultural Shopper Marketing. The Bravo Group is recognized as one of the leading US Hispanic integrated communications group of Agencies by Advertising Age and is one of the WPP agencies that General Mills has engaged to support Shopper Marketing through its new relationship with WPP.

  • TECATE/TECATE LIGHT

images (2)Tecate and Tecate Light are about to launch regional “Taste of Triumph” retail program.The retail activation surrounds Manny Pacquiao and Chris Algieri, promoted by Top Rank and scheduled to be broadcast live on November 22 on HBO. The three-month retail campaign is anchored on the brand’s “Taste of Triumph” communication platform, which encourages men of carácter to seize and conquer everyday victories. The effort includes commemorative posters, price cards, standees and banners. Fans 21 will be encurage to enter to participate for a variety of prizes through the brand’s “Taste of Triumph” Sweepstakes. By texting “TASTEOFTRIUMPH” to 55678, they’ll be in the running to win the Grand Prize consisting of a VIP trip for two to Macau, China to watch the fight live, including round-trip airfare, hotel for three nights, premium tickets to the fight at the Venetian Macau, and VIP access to various fight week events. One First Prize winner will be awarded a trip for two to Las Vegas during the fight weekend; while ten Second Prizes, consisting of a streaming code to the HBO PPV event and a US $100 gift card, will allow additional fans 21 and older to watch the fight at home con carácter. Additionally, Tecate and Tecate Light will offer savings solutions to drive traffic to stores.

  • McDonald’s

descarga (2)McDonald’s has launched the Transparency social media Campaign, reaching out to Millennials  to answer questions about the composition of its menu items. The fast-food giant is rolling out the first in a series of webisodes asking consumers to submit questions via Facebook, Twitter, YouTube and other social media  tools.  In the webisodes, host Grant Imahara (Discovery Channel’s Mythbusters) raises questions about how the’food is produced and prepared and gets answers from McDonald’s sources.

  • MediaCom

descarga (1)GroupM’s MediaCom has been awarded Anheuser-Busch InBev’s beer U.S. Media Account, that is media planning and buying duties. The beermaker spends about US $575 million annually on advertising in the U.S. The account was previously handled by SMG’s Starcom for planning and A-B InBev’s in-house unit, Busch Media, for buying. MediaCom beat other SMG agency Spark in the review process, which began in July. Four media agencies were previously selected to split A-B InBev’s media outside the U.S.

  • Kohler

FYywDU2M_reasonably_smallKohler, kitchen and bath products manufacturer, has moved its media planning and buying business to PHD after a review with unidentified contenders. PHD is a unit of Omnicom Group. In 2013, the company spent US $34 million in media, up from about US$29 million in 2012.The win comes two weeks after Nathan Brown, the former New York managing director of Interpublic’s UM, joined PHD as its U.S. CEO.

  • NESTLÉ® ABUELITA™

images (1)Day of the Dead (“Día de los Muertos” ) offers the perfect occasion to remember the lives of those who have gone before us and the family traditions they shared. Acknowledging those traditions, NESTLÉ® ABUELITA™, the Mexican chocolate with a hint of cinnamon, celebrates “Día de los Muertos” by creating new traditions through food and cuisine in partnership with celebrity Chef Richard Sandoval.The chef will create NESTLÉ ABUELITA recipe booklet with six exclusive creations and make appearances at four public events, offering in-store sampling of the recipes in the following cities. Recipe booklet giveaways also are scheduled at 250 Hispanic retail locations in Southern California, Chicago and Texas from October 1 through November 2, 2014.

  • Toyota

imagesToyota has launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, which pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.Fans can order their badges through www.masqueunauto.com, or in-person at the Supersonico music festival, the first-ever Hispanic indie music festival sponsored by Toyota in Los Angeles on Oct. 11. Those who cannot make it to the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to introduce weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

 

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 COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Volaris ::: ONEMI – Schackleton Chile ::: Perú Travel – Grupo Ingenia ::: Noblex – Argentina ::: Avantrip – Phd :::

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to launch weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

  • Shackleton Chile

onemi-shackleton-Shackleton Chile has been chosen by ONEMI , the National Emergency Office of the Interior and Public Security Department in Chile, for the development of its new campaign of prevention against earthquakes, after holding a tender in which 13 advertising agencies participated.Among all participants, Shackleton in Chile displayed creativity, enthusiasm and a well-done job to stay in Latin America, so it will be launching a campaign in late November to raise awareness and educate people against possible earthquakes.

  • Peru Travel – Peru

peruTravel-Ingenia-Peru Travel has announced that Grupo Ingenia will be the agency responsible for the portal, which belongs to the Ministry of Foreign Trade and Tourism of Peru, to increase the number of domestic and foreign visitors to the country.

Having won the tender called by Peru Travel, Grupo Ingenia will be in charge of the web  full maintenance included its 13 versions in eight different languages​​, content management, usage, SEO, web analytics and technology.

  • Noblex – Argentina

noblex-Noblex has introduced its new logo and image showing a “more modern, stylized and uncovered” typography. The brand has also added a propeller at the end. The makeover is part of Noble’s marketing strategy that has been carried out since 2013 and included the presentation of a new isotype and its’ campaign “Viví Noblex, Viví Genial.”Noblex new identity was developed locally by agency RIB and can be displayed in all brand communications, which seeks to position itself as a fresh, young and aspirational brand.

  • Avantrip – Argentina

Phd_Avantrip-Phd, the media agency led by Daniel Santuccio, has been chosen by Avantrip to develop its’ strategy, media planning and buying.

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. 25 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • nTrigue

LatinWorks, a full-service cultural branding firm, announced the launch of nTrigue, a new strategic business unitdesigned to expand upon the firm’s media planning and buying operations. nTrigue begun operations last week on April 15th, 2014. It will be spearheaded by Keisha Andrews-Rangel, in the role of Managing Director. (Read today’s Interview with Keisha Andrews-Rangel)

  • Kellogg’s

Kellogg’s is launching Días Grandiosos, a mobile app that provides Latina moms with culturally relevant recipes, tips, articles and original content. Designed to empower Hispanic women, information on Dias Grandiosos is provided by real Latinas. Moms have access to authentic and relatable stories from Latinas like them as well as a platform to share what they have learned. Días Grandiosos will also feature inspirational stories of family togetherness, also from real Latina moms. The online community will be accessible anywhere, via browser, smart phone or tablet.“Dias Grandiosos is grounded in the understanding that Latinas are trying to find balance between maintaining their cultural heritage while embracing a more American lifestyle,” said Christopher Rivera, associate director, multi-cultural brand marketing. “We help her find this balance through deliciously nutritious recipes, compelling articles, and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands.”

  • Maxwell House

Maxwell HouseMaxwell House, the Kraft Foods’ coffee brand, will spend around US $25 Million in a multiplatform ad campaign, which will introduce new packaging, logos and products, The New York Times reported. The campaign will include digital and social, in addition to television. Seven agencies are involved in the campaign, with Wieden + Kennedy handling creative and Starcom in charge of media planning and buying.The company expects that Wieden + Kennedy, which helped revive the Old Spice brand, brings similar results to the coffee brand.

 

  • Volaris

volarisVolaris, a Mexican airline, has started flights services— twice a week — from L.A./Ontario International Airport to Guadalajara. This move puts the airline in direct competition with AeroMexico, which offers flights to the same destination, for a limited market after the recession. The twice-weekly flights from ONT will be on Sundays and Thursdays. Volaris’ arrival is also significant because it is the first new carrier since 2007 for ONT. Until today, AeroMexico had not only been the lone international service out of ONT but the only carrier to serve the Hispanic market in the Inland Empire. Now the airline plans to return to daily service for the summer. ONT does have a new program meant to promote new service through broadcast and print media. Volaris expressed interest in the program but has not signed up for it to date. It might do so as summer approaches.

 

  • Best Western

best westernBest Western is helping travelers plan, share and win a summer getaway through its new “I Dream of Summer” integrated campaign,which will engage with consumers across the brand’s digital channels. Each week, travelers are able to find new content from Best Western and its partners including suggestions on destinations, tips and tricks on ways to save and insight on summer vacation. Travelers can join in the conversation by using the #IDreamOfSummer hashtag on Twitter, Instagram and Pinterest to share their summer travel plans or receive responses from travel experts. In addition, now through May 9 travelers can create and share their summer travel “Wishlist” through an image generator on the brand’s Facebook page. Participants also have the chance to win a summer vacation via a sweepstakes.  Best Western Rewards members who stay two separate times at any of the brand’s more than 4,000 hotels worldwide a US $50 USD Best Western Travel Card® to use for their summer stays.

  • GO Veggie!

goveggieGO Veggie!, formerly Galaxy Nutritional Foods, has named Whitney Velasco-Aznar Vice President of Marketing. A global marketer, Velasco-Aznar brings more than 20 years of experience ranging from blue-chip multinationals General Mills, Nestle, Mars and Hormel Foods to startup Beyond Meat. Her experiences range from building a brand and running a business to leading teams, developing people and creating innovation. In her new role, she will direct all marketing and communications and report into GO Veggie!’s CEO, Rick Antonelli.

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If you want to get your ticket to the  2014 Latam Summit  at the bargain early bird price of  US $449 (US$ 599 if you also want to attend the Latin Online Video Forum), make sure that you get your ticket by this Friday April 11.

We have to new speaker confirmations: Ricardo Rivera Alaniz, Marketing Director, Volaris and Clara Alvarado, Senior Marketing Manager, Cisco. Both executives will be speaking in different panels about the 2014 Latam Summit’s Theme of  “Entering the Real-Time Marketing Age”.

The are being added to a very high quality roster of speakers including:

– Scott Dadich, Editor in Chief, Wired
– Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing, Banamex
Caio del Manto, International   Brand Planning Lead Latin America / Global Brand Strategist, Mondelez
Annika Blockstrand, International  Regional Media Director, Mondelēz
– Carlos EspindolaeHub Manager Latin America, 3M,
– Felix PalauBrand VP Global MKT Américas, Heineken and
– Javier Salas RodriguezDigital Acquisition Marketing Manager, American Express

The Latin Online Video Forum and the 2014 Latam Summit will be taking place on  June 3-4, 2014 in Miami’s InterContinental Hotel.

Early Bird Ticket pricing expires this Friday April 11! Get your ticket now!

Or buy a combo ticket to the Latin Online Video Forum and Latam Summit and the HOTEL IS ON US!