Page 37 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
A WORLD CUP GOAL AT HAND
In a matter of days, the 2018 FIFA World Cup begins. Yes, it is the world’s biggest sporting event. As such, some brands are going gangbusters with their efforts to reach Hispanic consumers who will be tuning in to Cup coverage. One of those brands is Sprint.
Sprint is the winner of the 2018 CMC Marketer of the Year Award and joins a prestigious short list of elite brands that have received the award, including Ford, McDonald’s, State Farm, Toyota, and Walmart.
Alberto Lorente (pictured), multicultural marketing director for Sprint, is to accept the award and discuss the wireless carrier’s commitment to the Hispanic and multicultural market at CMC’s 2018 Annual Conference on June 6 at 9am Pacific.
“On behalf of Sprint, it’s an honor to be recognized by the Culture Marketing Council as Marketer of the Year,” Lorente said. “At Sprint, we are on a mission to deepen consumer connections through relevant messaging and innovative activations that highlight Sprint services, products and value.”
To be considered for this prestigious award, companies had to demonstrate a top-down commitment to multicultural marketing and significant spending commensurate with the opportunity in marketing efforts targeting Hispanics. Sprint’s commitment to the Hispanic Market has grown over the past few years, driven primarily by a culture that also values diversity going all the way to the top with CEO Marcelo Claure, the first-ever U.S. Hispanic CEO of a major telecommunications company in the USA, and CMO Roger Solé.
Under the strategic approach of ‘promotion through emotion,’ Sprint launched several product/service offerings specifically tailored to the Hispanic audience, becoming the first U.S. provider to allow customers to pay for a loved one’s wireless plan in Mexico and El Salvador through an initiative with Movistar.
Led by agency-of-record Alma, Sprint created 360-degree groundbreaking initiatives across emotional passion points in music, sports, and social responsibility. Sprint also amplified its relationship with brand ambassador Prince Royce by providing U.S. Hispanic consumers access to unique and relevant experiences tied to Prince Royce’s “FIVE” Tour. It served as the official wireless sponsor of the 2017 CONCACAF Gold Cup for the sixth year in a row and was a major sponsor of the “Somos Una Voz” benefit concert, raising funds to rush food, shelter, medicine, power and communications to those suffering from the effects of Hurricane Maria in Puerto Rico and Hurricane Irma in Florida.
“Sprint has gone beyond marketing to demonstrate its commitment to the Hispanic community and supported key causes to help the community in times of need, and that’s why they are our 2018 Marketer of the Year.” said CMC Executive Director Horacio