December 8th, 2008
Companies Eye Hispanic Market with Holiday-Season Campaigns
By Kimberly Maul
A number of companies are reaching out to Hispanics with tailored campaigns this holiday season.
Holiday campaigns that tap into family togetherness and culture are a strong way to attract Hispanic consumers, said Armando Azarloza, president of The Axis Agency, a Los Angeles-based multicultural agency which focuses on Hispanic PR.
“Given the fact that a large number of Hispanics are Catholic or Christian, and Christmas being a Christian holiday, it gives tremendous opportunity for companies to connect from a cultural perspective,” he added. “The dollar-and-cents piece is that Hispanics tend to have larger families and there are gifts that have to be bought.”
Among the companies is Western Union, which is encouraging consumers to send money, rather than spend it.
Working with Hispanic AOR The Jeffrey Group for its “Cash is King” year-end campaign, Western Union’s effort includes a microsite, media outreach, and radio spots with spokeswoman Ana Maria Canseco, of Univision’s morning show Despierta America.
Canseco made an appearance at a Los Angeles event on December 4, which launched the Hispanic holiday campaign and wrapped up another Western Union Hispanic program, Project Roots.
Western Union decided to execute specific Hispanic outreach as a part of this campaign “because there is high loyalty to the brand and there is a long relationship,” with its Hispanic customers, said Raul Duany, the company’s director of communications for Latin America and the Caribbean. He explained that many Hispanic families send money to those outside of the US.
And, by pitching cash as the perfect gift, Western Union is expanding its reach beyond “migrant workers or people who have an emergency,” added Duany.
“We continue to be fortunate enough to rely on loyal consumers,” he said. “So what we’re trying to do is expand that to consumers who may not otherwise use [Western Union to send money].”
Coca-Cola also tapped into Hispanic culture for its Live Positively Holiday Parade. Based on a program the company has been running in Mexico for ten years, the US event will take place in Los Angeles on December 13.
Working with Atlanta-based Precise Communications on the project, Coca-Cola is reaching out to LA-area print, broadcast, and online media in both Spanish and English, said Gorki De Los Santos, a Hispanic and multicultural PR coordinator at Coca-Cola.
“The Hispanic community is a very important market for Coca-Cola North America,” he noted. “We wanted to give the city of Los Angeles a gift during the holidays.”
Price messaging is also important for the Hispanic community, especially during this time, because it will drive loyalty, said Sonia Sroka, VP of Hispanic marketing at Porter Novelli. Companies can then tap into the “Hispanic spending power [that] continues to grow year over year,” she added.
“In the long run, Hispanics will develop a sense of loyalty to the brands that have helped them out,” Sroka said.
JCPenney combined messaging of affordable gifts and spending time with loved ones in its “Joy of Giving” campaign, which includes a specific Hispanic component.
The Vidal Partnership, JCPenney’s US Hispanic AOR, worked to create Spanish-language vignettes, which will air on Univision and Telemundo, as well as the “Joy Cartoons,” which focus on a family’s joy as they exchange gifts and will appear on several Spanish-language Hispanic networks.
“Particularly this year, we all know that it’s tough for everybody,” said Olivia Vela, multicultural marketing director at JCPenney, “[The campaign] really gets at what the season should be all about: the joy of being able to give to the people who are a part of your life.”