Page 9 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
It’s the first time in many years that United has signed off on an effort specifically targeting Latino travelers.
Alex says the pitch for business came from none other than United President/CEO Oscar Muñoz. He said, “Prove to me that this is a traveler worth going after.”
LNC responded by sharing how the Hispanic traveler of today is “tri-dimensional,” and one that leaves the home for business, leisure and “reconnection” trips.
Alex says, “What is exciting about this is how they look at it from the inside-out,” he says of United’s commitment to reaching Hispanic consumers. “From the signage to the experience of flying with United to the food served onboard, it is ‘not just about the perfume.’ It has been a really great assignment.”
HISPANIC ACCOUNTS: STILL BREATHING
The United effort is also demonstrative of the ability of advertisers and creative shops to work together closely on a campaign geared 100% to the Latino consumer.
“There are still brands and assignments for Hispanic agencies, and there are those like Lone Star College, the biggest community college in the state of Texas, with seven campuses and 99,000 students,” Alex says of a major regional client. “When you really start taking a look at where those campuses are and what the faculty looks like, and the educational plans that they offer, it made perfect sense for a Latino agency to be their primary agency. We do everything for them, and it has been a really great experience.”
At the same time, the very first Hispanic campaign for Realtor.com is on the way, and LNC is the Hispanic agency of record behind the effort. Alex is particularly pleased for the win, noting that research he’s working with suggests 74.5% of all new home ownership growth is coming from Latinos.
Also seeing some creative thinking at LNC is national java brand Community Coffee. It’s a relationship born out of the presence of a former Tyson executive on the Community board.
If one thinks all of these efforts are what keeps Alex in motion nearly 24/7, think again.
“What really kept us busy this year is that we became a local creative agency for McDonald’s,” he says. LNC’s Golden Arches clients are co-ops serving South and Central Texas; New Mexico and El Paso; and parts of Oklahoma and Arkansas close to the Texas state line. “We are the total market agency there.”
This means LNC gives ALMA, the Miami-based shop that is McDonald’s national agency, a call. In many cases LNC uses the work created by ALMA. “It’s a blessing to know that we’re going to get good work from a great agency like them, and that we get to do some work ourselves.