Heineken USA, the country's No. 2 import after Corona Extra, is believed to be launching a huge push this year to target Hispanic drinkers. The effort is expected to include a jump in ad spending to about $10 million from about $1 million for the segment. The company could not be reached for comment by deadline.
Plaza San Antonio resort plans bilingual campaign
The Plaza San Antonio Hotel and Resort will break a $1 million-plus Spanish- and English-language campaign next month. Themed "Meet me at the Plaza," the ads will run in Hispanic and general market media including Latina, Vista, Town and Country and Texas Monthly. Commercials will air in Spanish on spot TV on Univision and Telemundo networks and in English on general market cable channels. The effort will include direct mail and transit. The campaign also will run in Mexico and Latin America. San Antonio-based Creative Civilization, an Aguilar Agency, was recently named agency of record to handle creative, media buying and PR for the Marriot property.
HispanAmerica forms joint venture with Rapp
HispanAmerica is a new joint venture between Omnicom Group's Rapp Collins Worldwide, New York, and HispanAmerica Response Marketing, Newfoundland, Pa. HispanAmerica will relocate to New York and Beatriz Mallory, president of HRM, becomes CEO of HispanAmerica. The new entity will work with RappDigital, and all offices of Rapp Collins, to provide integrated online and offline initiatives for the U.S. and worldwide Hispanic markets.
AOL, MCI sign on as Pathmark co-sponsors
America Online and MCI WorldCom have signed on as sponsors for Pathmark Multicultural Arts Festival 2000. The festival will include ethnic cultural events in New Jersey, New York and Philadelphia in May, June and July. Briarcliff Manor, N.Y.-based Arts For Business Ethnic Marketing, produces the festival and is promoting it through its alliances with African-American newspaper Philadelphia Tribune, People en Espanol, Univision, Jewish Week and other media. Arts for Business has produced ethnic events for major retailers including Southland Corp.'s 7-Eleven, Jewel-Osco and Swift International.