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#PortadaLat Day 1
The document outlines the agenda for the Portada Lat 2017 conference on June 7, 2017. The day includes sessions on sports marketing, soccer clubs as brands, Visa's new outreach strategy to millennials, and how marketers can leverage sports content. There will also be a Golazo campaign pitch and awards. Speakers include representatives from FC Barcelona, FC Bayern Munich, Visa, and various brands and agencies.
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#PortadaLat Day 1
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- 3. 10:10am 10:20am KICK-OFF SPORTS MARKETING SESSIONS IntroductoryRemarksbyMC: ➢ Fernando Fiore, On air personality, FoxSports Introducedby: ➢ Marcos Baer, publisher, Portada
- 4. Moderator: ➢ Ximena, Cassab,Editor,Portada Panelists: ➢ArturodelaFuente,DirectorofNew Business, FCBarcelona ➢RudolfVidal,PresidentAmericas, FC BayernMunich ➢Sean Flynn,CEO,TheMiamiFC 10:20am 11:00am z SOCCER CLUBS AS BRANDS
- 5. 11:00am 11:15am VISA’S NEW OUTREACHSTRATEGYTO MILLENNIALS Speaker: ➢AndresPolo, VP Digital Marketing, Visa
- 6. 11:15am 12:00am HOWTOPMARKETERS LEVERAGE SPORTSCONTENT (PORTADA’SNEWSPORTS MARKETING PROGRAMLAUNCH) Moderator: ➢ FernandoFiore,Onair Personality,FoxSports Panelists: ➢ FelixPalau,VP atTecate,Heineken ➢ Ed Carias, Sr.Brand Manager atelJimadorTequila- North American Region,Brown-Forman ➢ TabBamford,Managing Director,La VidaBaseball ➢ FedericoGrinberg,Co-Founder- CEO,FutbolSites ➢ Andres Polo,VP Digital Marketing,Visa
- 7. THE GOLAZO CAMPAIGNPITCH 12:00pm 01:00pm Jury: ➢ Felix Palau, VP atTecate,Heineken ➢ Ed Carias, Sr.Brand Manager atel Jimador Tequila- NorthAmerican Region, Brown- Forman ➢ Vicente Navarro, Business Development Director,ACMConnect
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- 10. GolazoAward Agencies, including PRagencies, brand marketers and media properties can nominate campaigns, concepts and ideas that substantially engage consumers in the U.S. or Latin America through soccer content.
- 11. How it works Eachmember of the jury will ask the finalists one or two questions to grade their campaign. What the jury will be paying attention to is: • • • • • Campaign's originality Campaign's results Innovation Connection/engagement with fans through campaign ROI The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada's Sports Marketing Forum on September 13.
- 12. Members of thejury Felix Palau VP at Tecate Heineken Ed Carias Sr.Brand Manager at El Jimador Tequila -American Region Brown-Forman North Vicente Navarro Business Development Director ACM Connect Andres Polo VP Digital Marketing Visa
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- 14. "My Inter Jersey”/ Gravity Presented by: Evgenia Novikova Managing Director of Gravity Europe and an account lead for Inter. Gravity proposed to create a web platform that would enable fans to create their own personalized wallpapers for devices depicting the new jersey design.
- 16. Lifeline of Ohio/OsGroupSports Presented by: Francisco Terreros, Principal ŌS Group Heather Blausey Sr. Director of Marketing/ Communications at Lifeline of Ohio Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors.
- 18. Audi Summer Tour/FCBayernMunich LLC Presented by: Benno Ruwe, Head of Partnerships, FC Bayern Munich The 2016 U.S. Audi Summer Tour campaign gavefans that haven’t been to Munich the chance to see their team on home soil.
- 20. AT&T/MNT/The MarketingArm Presented by:Roberto Saucedo, VP Integration and Andres Reyes, President Multicultural, from The MarketingArm In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa TuPasión soccer campaign, a collaboration between AT&Tand the Mexican National Soccer Team(MNT).
- 22. Univision Deportes / CopaAmericaCentenario Presented by: Juan Convers, head of Business Development for Sports and Hernando Paniagua, head of Sports Digital, from Univision. Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game.
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- 25. Scotiabank/F.C.Barcelona Presented by: Arturode la Fuente, Directorof New Business, Americas, FC Barcelona Tokick-off the partnership, Scotiabank and FCB joined forces to create 'Sueños de Futbol', an aspirational content initiative whereby young boys and girls in Latin America recreate goals scored by their FC Barcelona heroes, exemplifying the infinite possibilities for youth footballers in the region to chase their dreams, while teaching the values of sport and of FCB in particular - Humility, Effort, Ambition, Respect, and Teamwork (HEART) - in the process.
- 27. Mastercard / UniversalMccann Presented by: Felipe Molina, Digital Specialties Director for IPG Mediabrands and Jose Luque VP Regional Media and Digital LAC at MasterCard. Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
- 29. Suicide Squad /MinuteMedia Presented by: Lynelle Jones, Creative Solutions Director, Minute Media Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and CopaAmerica 2016, especially among the millennial male audience.
- 31. UEFAPepsi “momentos”/ Champions League/BBDO Presentedby: Carlo Espinoza, Sr. Marketing Manager, PepsiCo Latin AmericaBeverages In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform.
- 33. Johnson & Johnson/MLS/U.S.Soccer Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
- 35. 1:00pm 2:15pm Break Take a breakand visit exhibitors in the auditorium foyer.
- 36. 2:15pm 3:00pm KEYNOTE:10Reasons marketing technologywill driveyourcompany’ssuccessin thenextdecade Speaker: ➢Gary Milner, Director, Global Digital Marketing Lenovo
- 37. MARKETING TECH INNOVATORSSHOWCASE:Videoand influencermarketing and theonline videorevolution Innovators: ➢ Sebastian Jasminoy,CEO& FounderFLUVIP ➢ Lourdes Losada, ProgrammaticDirectorADSMOVIL BrandExec: ➢ Diahann Smith, MulticulturalMarketing Manager,Florida DairyFarmers ➢ JuanAngeli,Regional Marketing Director,Millicom (Tigo) AgencyExec: ➢ StephanieDa Costa,Associate Media DirectorCrispin PorterBogusky 3:00pm 3:45pm
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- 41. Adsmovil :: 2017 KeplerPerkinsstudy 3.1 hours per day on our devices
- 42. Mobile phone userpenetration in Latin America averages 64.5%. Of those, 68.6% use mobile internet. MOBILE USAGE IN LATINAMERICA Mobile Usage in Latin America, 2017 Mobile Phone Users Mobile Phone Internet Users 408.6 million 280.5 million Mobile Phone Internet User Penetration (% of Mobile Phone Users) 68.6% Adsmovil :: 2017
- 43. LOCATION is thenew cookie Where are you? Where have you been? Where are you going? Adsmovil :: 2017
- 44. THE MEDIA BUYER’SCHALLENGE: Deliveryour message to the right people at the right time. REALLYAWESOMEPROTEIN! Adsmovil :: 2017
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- 49. Impact people visitingyour competitors Adsmovil :: 2017
- 50. Impacting users visitingBurger King in Brazil to drive them to McDonald’s Example: McDonald's Vs BurgerKing Adsmovil :: 2017
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- 52. Using signal datato create relevant ads based on: Dynamic Creative Solutions Adsmovil :: 2017 Weather LocationDates Day Hour Language OS Placement
- 55. are engaging today’sevolving travelersModerator: nt➢ Michael Hampton,Dean - Chapin School ofHospitality& TourismManageme Panelist: ➢ Luis Perillo,VicePresident,Sales & Marketing,Caribbean& LatinAmerica, Hilton ➢ AnaTomicevic,DirectorofBrandMarketing,Marriott ➢ Montserrat Santaella, Senior Marketing Manager GrupoPosadas ➢ AmyWest,TravelandLifestyleInfluencer ➢ AlvaroValeriani,RegionalVicePresidentSales & MarketingLatinAmerica& CaribbeanHyatt 3:45pm 4:30pm HOSPITALITY MARKETING: How blue chip players
- 56. 04:30pm 04:45pm TRAVEL MARKETINGAWARD: Announcement ofTravel Marketing Award Winner presented by
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- 59. Top Travel MarketingCampaign Brands and their agencies (Brand/Agency) who have done campaigns promoting travel and hospitality related services. The campaign should have targeted audiences in the U.S. and/or audiences in Latin America over the last 12 months. Please provide information about brand/agency, objective/media (earned and paid) as well as the results of the campaign.
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- 61. Mastercard Priceless Cities/UniversalMccann •Mastercard looked to develop an exclusive user Journey to drive card usage and preference by leveraging Priceless Cities and inspiring cardholders to experience travel in a different way, the Priceless way.
- 62. “Discover Your Aloha”Hawaii Tourism / Expedia The Hawaii Tourism Authority (HTA) and Expedia joined forces ona travel marketing campaign, promoting vacations in the Hawaiian Islands with new facial-recognition software.
- 63. Visit Orlando/Ariadna Visit Orlandowhich is the Official Tourism Association in Orlando and the Disney Amusement Park family, Sea World and Universal Studios, work to support the Company’s goal of making Orlando the go-to destination for Brazilians.
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- 65. Mastercard Priceless Cities/Universal Mccann
- 66. Moderator: ➢ TripBarrett,TravelMarketing Expert Panelist: ➢JonEichelberger,HeadofAmericas,Trivago ➢ Carmen Edelson,Founder& CEO,Carmen’sLuxuryTravel ➢ Pablo Chiozza,Sr.VP USA, Canada & CaribbeanLatamAirlines Group ➢ BenjiGreenberg,Founder/CEOBCV 4:45pm 5:30pm TECHNOLOGY: How tech is redefining luxury and travel services
- 67. Enjoy a glassof wine with fellow PortadaLat attendees! CONCLUSION OF DAY1 05:30pm
- 68. TRAVELCONTENTHAPPYHOUR Leveraging travel-relatedcontentformulticulturalandHispanic audiences ➢ ManuelDelgado, Trivago presentedby Winner of “Viajero Inteligente” Award will be announced! 5:30pm
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- 72. Where do people travel? Hint:It’s not where you think
- 73. Places we thinkpeople want to travel to… Paris London New York Los Angeles Tokyo Bangkok Rio de Janeiro
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- 75. On average, people inthe US travel only 185 miles (297 Km) from home.
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- 77. 44% of peoplein California look for destinations within their state 42% of people in Texas look for destinations within their state 29% of people in Colorado look for destinations within their state 21% of people in Arizona look for destinations within their state 15% of people in New Jersey look for destinations within their state DomesticTourism
- 78. And people wholive here? 58% spend their vacations in… Florida! *Search period January-December 2016
- 79. Most-searched destinations fromFlorida Orlando,FL Key West, FL Miami Beach, FL Lake Buena Vista, FL Fort Lauderdale, FL Daytona Beach, FL Tampa, FL St. Augustine, FL Kissimmee, FL Miami,FL New York, NY Las Vegas, NV New Orleans, LA Savannah, GA Atlanta, GA In Florida Other states *Search period January-December 2016
- 80. 35.51% 0.00% 5.00% 10.00%15.00% 20.00% 25.00% 30.00% 35.00% 40.00% WeekendTrips 2014 2015 28.23% 26%
- 81. Favorites among USHispanics Chicago, IL Dallas, TX Denver, CO Houston, TX Las Vegas, NV Bogota, CO BuenosAires, AR Cancun, MX Cartagena, CO Mexico City, MX LosAngeles, CA Miami Beach, FL Miami, FL New York, NY Orlando, FL Panama City, PA Medellin, CO Playa del Carmen, MX Puerto Vallarta, MX San Juan, PR In theU.S. In othercountries
- 82. Time is oftheessence Our research shows that travelers make their hotel reservations at least one month in advance.
- 83. What does thisinformation mean? Better stories, full of inspiration, and created with you in mind. “Made toorder”
- 84. Sports Champions 2017: the mostexpensive final • $326 pernight • 35% < Santa Clara, CA (2016) • 15% < Phoenix, AZ(2015) Going to the Super Bowl costs less than youthink • $866 pernight • 291% > Final Euro Cup ‘16 • 183% > Final World Cup ´14
- 85. Concerts/Events Coachella: Hotels increase theirprices by 168% • $462 pernight • 168% > weekend prior • 273% > Mexico’s Corona Capital The Houston Rodeo is one of the most affordable events in Texas • $145 pernight • 13% < Texas State Fair • 48% < South by Southwest
- 86. Hispanic Content Dominican Republic celebrates “Mesde la Patria” • $97 pernight • + 76% searches in the US (vs. 2016) • 8% cheaper in 2017 • -16% in New York (May vs. Sept.) • - 8% in Dallas (May vs. Sept.) • + 11% in Houston (May vs. Sept.) Is it cheaper to travel on May 5th or September 16th?
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- 89. Hispanic Destinations intheUS Grab A Taste OfCuba In Miami Best California Wineries ToVisit With Kids Wild West Texas Roadtrip
- 90. Family-Friendly Resorts in Cancúnand Playa del Carmen How to Experience The Best of Puerto Rico on A Budget Latin AmericanDestinations Fabulously Family- Friendly Punta Cana Resorts
- 91. Using our informationto supplement youreditorial content. Sharing data on the press releases wecreate. Asking us for specific information togenerate statistical data. Mutual mentions on social media for greater reach. How can wecollaborate?
- 92. Content that isuseful, different, and interesting. We want to help you.
- 93. Manuel Delgado Public Relations SpanishCommunications US manuel.delgado@trivago.c om Questions ?
- 95. 'Viajero Inteligente' BusinessTraveler Award Individual business travelers, including journalists, as well as companies. The nominees explain why and how traveling to Latin America has substantially helped them to get new ideas/perspectives to grow personally and in business.
- 96. The FinalistsAre • LasTravel Blogueras, Travel Influencers and Globe Trotters • Sandra Cires Art, YouTube Influencer • Traveling with Gaby, Online Influencer • Myriam Marquez, Executive Editor El Nuevo Herald • Ignacio Cassinelli, Social Media Maven and Soccer Expert • Yined Ramirez, Journalist and Blogger • Layla Caballero, Media Executive • Ian Mader, Associated Press News Editor
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