Amway Global announces multi-year endorsement deal with L.A. Sol’s Marta

ADA, Michigan – Amway Global announced today that Marta, forward for the Los Angeles Sol of Women’s Professional Soccer, has entered into a multi-year contract to endorse the company and its health and beauty power brands, NUTRILITE and ARTISTRY.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/amway/39108/

(Photo: http://www.newscom.com/cgi-bin/prnh/20090715/NY45797 )

“We’re thrilled to have a relationship with Marta,” says Jori Hartwig, Vice President of Marketing for Amway Global. “Marta embodies everything the Amway Global business stands for in terms of helping people set and achieve goals to reach their own personal level of success. She also exemplifies a healthy lifestyle, which is important to our business.”

Marta recently has been featured as the face of professional women’s soccer in The New York Times Magazine and USA Today.  She also has been nominated for an ESPY award in the category of Best Female International Athlete. ESPY award winners will be announced during a July 19 ESPN broadcast.

“I’ve worked hard to reach the level of success I have today,” said Marta. “I want to be a role model for others and help them achieve a healthy lifestyle and go after their dreams, just like I’ve done for myself.”

Quinces-style PR: Verizon Wireless will award one lucky teen with a $45,000 Sweet 15 bash

IRVINE, CA — Do you know someone who dreams of having the Quinceanera of their dreams?  Then Verizon Wireless could make those dreams come true.  Eligible teenagers from select cities across the western states are invited to participate in the second annual My Fabulous 15 contest and win an incredible Quinceanera party.  The celebration includes an event planner, venue, catering for 200 guests and transportation that’ll sweep the winner off to an unforgettable party and the best memories of his or her life.  But that’s not all.  The icing on the cake is the live performance by pop artist Pee Wee!

The first phase of the contest — from July 13 to August 16 — invites eligible teenagers from Los Angeles, San Jose, Las Vegas, Denver and Kennewick, Wash. metro areas to enter the My Fabulous 15 contest by submitting a brief essay that answers these three questions:

 1. What does winning a Quince mean to you?
 2. How do you stay in touch with your friends?
3. What is your favorite subject and why?

The submissions may include financial, medical or other hardships faced by the teenager; his/her goals, dreams or plans in life; community involvement or personal service to benefit others; scholastic achievements and how winning the Grand Prize would change his/her life or the lives of others.  The entries will be judged based on the compelling nature of the essay. (See Rules & Regulations at www.myfabulous15.com).

“We are very excited to be offering the My Fabulous 15 campaign for a second year because it reflects the company’s commitment to honor the cultural heritage of Latinos, in this case, the momentous Quince celebration honoring the coming of age for a teenager,” said Oscar Madrid, director of Multicultural Marketing for Verizon Wireless West Area.

My Fabulous 15 includes in-store events comprising of a Quince Expo and meet-and-greet with Pee Wee.  During the entry period, a Verizon Wireless store in each of the cities will host a Quince Expo.  Teens and their families can enjoy a day of Quinceanera party planning fun including a fashion runway show displaying the latest dresses and accessories complete with hair and make-up stations with hip stylists to help find the perfect look for the day of the party.

Eligible teens can also enter to win at the in-store My Fabulous 15 entry station.  The Quince Expos and Pee Wee meet-and-greet will take place in the following cities from noon to 4 p.m.:

 Saturday, July 25     Las Vegas, NV
                       2225 Civic Center Drive
                       Las Vegas, NV 89030

 Sunday, July 26       Kennewick, WA
                       1321 North Columbia Center Boulevard
                       Kennewick, WA 99336

 Saturday, August 8    Denver, CO
                       355 Wadsworth Boulevard, Unit C
                       Denver, CO 80226

 Sunday, August 9      Union City, CA
                       30935 Courthouse Drive
                       Union City, CA 94587

 Saturday, August 15   South Gate, CA
                       9011 Garfield Avenue
                       Southgate, CA 90280

 VOTING PERIOD AND WINNER ANNOUNCEMENT

Twenty winners from each city will be selected by Verizon Wireless and the public will have an opportunity to vote August 22 through August 31 for the semi-finalist they feel most deserves the grand prize.  The public can vote via text messaging or the My Fabulous 15 website.  The Grand Prize winner of the Quince party will be announced on September 3.  Five runners-up will receive a handset and Verizon Wireless gift card.

THE BIG CELEBRATION

The Grand Prize My Fabulous 15 party will be held October 3, when one lucky winner will celebrate his/her dream party with up to 200 friends and family.  Verizon Wireless’ My Fabulous 15 includes transportation for up to ten guests to the party, personal event planner, audio/visual screens, dinner, DJ/emcee, decorations, birthday cake, professional photographer, videographer, and more!  The Grand Prize package is worth over $45,000.

For more information about My Fabulous 15, including rules, eligibility and more, please visit www.myfabulous15.com.

Media pitching opportunity: Ser Padres and Siempre Mujer launch iTunes video podcast series

NEW YORK, NY — Meredith Hispanic Ventures, a leading publisher serving Hispanic women in the United States, announced the launch of two new video podcast series from Ser Padres and Siempre Mujer, their magazine brands reaching parents and women, respectively.  The series – Ser Padres Contigo and Siempre Mujer Extra – represent brand extensions for the Spanish-language titles, which already reach engaged audiences via blogs (mimosblog.com and charlablog.com), Facebook, Twitter and more.

This week, Siempre Mujer Extra premiered a video with Colombian Actor Manolo Cardona, who graces the first-ever Siempre Hombre “flip” cover in the June/July issue (http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=319380991).  He shares his thoughts on women, romance and love.  Also, Ser Padres Contigo launches a video showing parents how to keep kids protected against sun damage (http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=316198780).

“Research has shown that minority groups are increasingly enthusiastic about new tech-savvy ways of receiving information.  In fact, the number of Spanish-dominant Hispanics in the U.S. using podcasts is expected to grow by 10% over the next year,” commented Ruth Gaviria, vice president of Meredith Hispanic Ventures.  “Our content – from parenting and relationship advice, to beauty reviews, to restaurant recommendations – is custom-made for video and we are incredibly proud to be the first Spanish-language publisher to offer this.”

The titles plan to release at least one podcast per issue, two to three minutes in length.  They will be free-of-charge and are designed to educate and entertain the growing number of U.S. Hispanic Internet users and expand on magazine content in an interactive and timely way.

Previous Siempre Mujer Extra podcasts have focused on a behind the scenes look at the magazine’s editorial meeting and personalities; summer beauty essentials; and the NYC Latin restaurant, Sazon, a staff favorite.  Ser Padres Contigo has featured spring fashion for kids, and videos showing off the sights and sounds of San Antonio.

Hispanic PR job alert: Postal Service seeking senior PR pro (posted July 15, 2009)

The position is a high level one, a level 24 by Postal Service standards, comparable to high 13 in the rest of the federal government. Salary negotiable, based on experience and skill set, but the range goes up to the 80s.   This is a full-time position, based in Washington, DC.

Basic skill set: 10 years experience; agency experience a plus; demonstrated knowledge of pitching/placing; strong writing skills; crisis communications background; at least seven years of experience in press release writing, conducting media interviews, drafting talking points, writing op eds. Very
limited travel. He/she is out there and in today’s economy and market, this is a fantastic opportunity for the right person.

The successful candidate will know how to pitch, craft and record an ANR, translate PR materials and establish relationships with key media and reporters.

candidates interested in this position should contact Faith Trader: faith.trader@usps.gov; 202.268.3380.

(Please note the following position was posted July 15, 2009)

Ketchum PR Case Study: 100 Years of Mexican Music – Tequila 100 Años™ Photo Exhibit Celebrating Mexican Culture

“100 Years of Mexican Music” – Tequila 100 Años™ Photo Exhibit Celebrating Mexican Culture”

Beam Global with Ketchum

Tequila is undeniably the drink of choice for Mexican-Americans – who are three times more likely to drink tequila than the general U.S. population.  But U.S. tequila brands have typically failed to inspire brand loyalty from this Spanish-dominant, culturally-focused audience – the fastest growing segment of America’s rising Hispanic population.  Tequila 100 Años – Casa Sauza’s most traditional tequila brand – was eager to reach this group.  However, connecting with this non-acculturated target would require an authentic shot of Mexican heritage – which Ketchum and Tequila 100 Años delivered via a traveling photography exhibit showcasing the musical legacy of Mexico.

Ketchum Logo (Color)

“100 Years of Mexican Music” (or, in Spanish, “100 Años de Música Mexicana”) featured emotionally-engaging photos of special moments in Mexican history as told through 50 legendary music artists. Ketchum, working with brand representatives and three other promotional partners, carefully integrated Tequila 100 Años throughout the exhibit in ways that associated it with Mexican heritage. The unique, culturally-focused exhibit traveled to three carefully-chosen, highly-populated Mexican-American markets – with Tequila 100 Años hosting VIP and media receptions and month-long public exhibits that aligned the brand with Mexican heritage.   Toasts of tequila are in order as “100 Years of Mexican Music” not only exceeded its communications awareness goals, but directly impacted a sales volume increase of 52% in targeted markets over the same period in 2007.

The Ketchum-led team collected and analyzed secondary research on markets within the U.S. with a high percentage of Mexican and Mexican-Americans in the population. That analysis, made within the context of budget realities, enabled the team to recommend a focus on three markets: Los Angeles, Chicago, and Houston.

Product Insights: For consumers, music is a true emotional connector that brings memories and history back to life and allows them to stay true to their origins. The program should make consumers feel that the brand is inserted in their everyday lives, lending the opportunity to celebrate with family and friends some unforgettable moments in Mexican musical history. The program should highlight the true essence of the brand: quality that has not change throughout the years; a testimony to Mexican culture and heritage; a commitment to never deceive its consumers and never brag about its success. Tequila 100 Años has grown within the people and for the people.

Target Insights: With the markets determined, the Ketchum team dug deeply into a demographic analysis of those markets, and examined the mindset and beliefs of Mexican-American men (the primary target audience). In each market, Mexican-American males were found to greatly value Mexican culture and values; and that music is an integral part of their lives as an area of interest that connects them to their Mexican roots. Regional Mexican music is the top-selling music genre in the U.S. among Hispanics, with its popularity fueled by the growing number of Spanish-language radio stations. Seeing people of the same background succeed while staying true to their roots enables the Mexican-Americans to keep their hope alive. According to the U.S. Census Bureau, there are 28.3 million of U.S. residents of Mexican American origin living in the country. These residents constitute 9 percent of the nation’s total population and 64 percent of the Hispanic population. Ketchum Case Study Photo 1

Objectives:

Business: Increase sales volume by 30% in each targeted market while driving trial and awareness of     the Tequila 100 Años brand, a brand that has limited budget and resources to engage in hefty advertising and promotional campaigns.

Communications: Bring to life the brand promise, “Proud of my roots,” by directly touching 20,000 Mexican-Americans in the program’s initial launch markets (Houston, Chicago and Los Angeles).

Media: Generate a minimum of 20 million national and in-market media impressions.

Target Audience/Analysis:

1) Non-acculturated, Spanish-dominant Mexican-Americans, ages 25-39; hard-working, family-oriented, inclined to buy products that have a connection with their home country; 2) Consumer and lifestyle media that are consumed by Mexican-American adults, including Spanish-language media; 3) Influencers and key opinion leaders of Mexican descent who stand as “champions” and “guardians” of Mexican heritage.

Strategy:

The team focused on leveraging the Tequila 100 Años brand essence – “Proud of my roots!” – in order to reinforce the target audience’s strong connection with Mexico. Moreover, this direction would emphasize the Tequila 100 Años brand as the only authentic link between the targets’ Mexican-American lifestyle and their Mexican culture.

The team developed “100 Years of Mexican Music,” a four-month, three-market tour to reach non-acculturated Mexican-Americans with a unique, evocative photo exhibit showcasing a century of Mexican music. The exhibit included specific bilingual components, which subtly included the Tequila 100 Años brand in each element. Every part of the campaign was linked to the brand promise of connecting Mexican-Americans to their roots.

The Exhibit: Ketchum created the concept and managed the production of a photo retrospective of the past 100 years of regional Mexican music, featuring images of beloved artists and performers, including Pedro Vargas, Lola Beltran, Vicente Fernandez, Trio Los Panchos, Armando Manzanero and many others. Also, Ketchum identified and negotiated the contract with Steve Loza, Professor of Ethnomusicology at UCLA, who was appointed exhibit curator and program spokesperson. Mr. Loza provided counseling to select the featured artists and develop the bilingual artist biographies.

The exhibit was created in a modular form, to enable it to be moved efficiently and easily between markets and venues. The five modules included original photography and biographical references in English and Spanish.  The modular exhibit was designed like a traditional Mexican “casita” with stucco-type construction and walls devoted to different age periods in the last century of Mexican music. Each module was illustrated with text describing the stars and influencers of that era, and emphasized the beautiful voices and moving lyrics that entertained and inspired audiences around the world. Sprinkled throughout the exhibit were images and descriptions of the Tequila 100 Años brand, including one wall devoted to the history of Hacienda La Perseverancia in Jalisco, its magic location, the handmade quality of its production and its relevance to Mexican heritage.

“100 Years of Mexican Music” was showcased at the Westin Galleria Mall in Houston, at the Ford City Mall in Chicago and at Plaza Mexico in Los Angeles.

Influencer Events: Ketchum coordinated a private event in each market prior to the exhibit’s official public opening. Attendees included local and national media, Sauza key accounts and distributors, local Mexican-American authorities (such as representatives of the Civic Mexican Society, Mexican Consulate, Mexican Tourism Board and elected officials). Also, with Relay Worldwide, the team created a small “pop-up” exhibit which was taken to local bars and retailers to maximize reach and drive trial within each market.

Collateral: Working with Publicis, Ketchum incorporated the “100 Years of Mexican Music” theme into various elements, such as logo, exhibit brochures, invitations and a compilation CD — “Música con Sabor” – including 10 songs from artists featured in the exhibit.  Ketchum coordinated and managed the relationship with DMI, a licensing vendor that secured photo and songs rights for the exhibit.

Publicity: The team used a number of PR tactics to publicize the exhibit in each market, including a three-pronged media relations approach: 1) Announcement of the initiative and the dates/locations of local exhibits through bilingual press releases and media alerts; 2) Sneak preview unveiling for media (broadcast and print) and other influencers. At each event attendees tasted Tequila 100 Años, browsed the exhibit and enjoyed a unique Mexican atmosphere that included Mexican food and romantic Mexican music performed by Mariachis; 3) Pitching calendar listings in key print/broadcast media; and 4) Pitching “opening night” events to the media, supplemented by B-roll with Steve Loza and the Tequila 100 Años senior brand manager, Antonio Portillo. This multi-phased approach created and sustained “buzz” about the initiative, and further promoted consumer engagement and participation.

Business Objective: Increase sales volume by 30% in each targeted market while driving trial and awareness of the Tequila 100 Años brand. Initial results provided by the client indicate a sales volume increase of 52% versus the same period last year. More than 40,000 people, including consumers, media and influencers tried the product in a combination of launch events and promotional activities.

Communications Objective: Bring to life brand promise “Proud of my roots” by directly touching 20,000 Mexican-Americans in the program’s initial launch markets (Houston, Chicago and Los Angeles).  The exhibit registered a total attendance of 22,750. In addition, special promotions in bars and other locations drew an approximate attendance of 26,085 bringing the total amount of people touched by the initiative to 48,835.  The educational and cultural value was well-received and appreciated by the community. The Latino Museum of Culture, Art and History in Los Angeles offered to host the exhibit from September through November 2008. At local events, attendees have praised the initiative by commenting that the exhibit fired their nostalgia and reminded them of Mexico and its cultural legacy to the world.

Media Objective: Generate a minimum of 20 million national and in-market media impressions.

1) The exhibit generated nearly 22,657,045 media impressions, with about 10,570,000 reaching TV and radio audiences, and about 12,087,045 reaching print and online media.

2) Quality product mentions appeared in national Hispanic TV stations such as Telemundo and Univision, and radio networks like CNN en Español and Bloomberg. Local coverage appeared in all selected markets including La Opinion, which is the largest daily Hispanic newspaper in the U.S., Hoy Los Angeles and Hoy Chicago, among others.

3) The exhibit was endorsed by key influencers such as the Consul of Mexico in Houston, The Civic Mexican Society in Chicago, and the Mayor of Lynwood in Los Angeles.

American Airlines partners with Eurosport to reach millions of soccer fans

FORT WORTH, TX – For the second consecutive year, American Airlines and Eurosport, the leading soccer-specialty retailer in the U.S., have launched the Give & Go contest, offering soccer fans the chance to sign up for the AAdvantage((R) )program and to become eligible for a grand-prize trip for two to Madrid, and many other prizes.

“Eurosport/Soccer.com is proud to have a partnership with American Airlines,” said Vicente Navarro, Eurosport’s director of Hispanic Marketing. “For the past two years, they have shown a great commitment to helping grow the game of soccer in this country. Because of our vast network, American Airlines reached out to us to help deliver their message to over five million soccer families.  We look forward to continuing this partnership.”

As the Official Airline of Major League Soccer – as well as individual clubs including FC Dallas, New York Red Bulls, D.C. United and Chicago Fire – American Airlines has teamed up with Eurosport/Soccer.com to give away an AmericanAirlines Vacations(SM) package for two to Madrid, as well as other prizes.

AmericanAirlines Vacations is one of the most recognized airline-owned tour operators in the United States, providing customers a choice of more than 10,000 hotels and resorts in more than 320 cities in the Caribbean, Mexico, Hawaii, Europe, Canada, the United States, Latin America and Asia. AAVacations offers great values on travel packages by combining discounted rates on flights with negotiated rates at hotels, rental car companies and activity providers. In addition, it’s the only vacation company that allows customers to pay with AAdvantage miles for hotels, cars and more.

The AAVacations web site, www.AAVacations.com, also offers customers the flexibility to design every aspect of their vacation, from lodging to ground transportation and activities, with no online booking fees.

Fans will be eligible for the prizes by becoming a member of the American Airlines AAdvantage program, the world’s first loyalty program and frequently recognized as the best in the industry. They can register online at www.soccer.com/giveandgo, or through registration forms at soccer events. Both registration methods will be available in Spanish and English. Existing AAdvantage members also are eligible to enter the contest by going to www.soccer.com/giveandgo, entering their AAdvantage number and filling out the form to participate.

One lucky participant will win the round trip tickets for two to Madrid, a four-night stay at the luxury Melia Madrid Princesa, dinner and a Flamenco show, a $1,000 gift card, and tickets to a professional soccer game.

Other prizes include:
- American Airlines gift cards
- Soccer video games
- Soccer.com gift cards
- Jerseys signed by Mexican professional soccer teams
- Jerseys and shirts autographed by international soccer stars

“We are thrilled about the opportunity to continue our partnership with Eurosport/Soccer.com and to provide the millions of soccer fans out there service to anywhere they want and need to fly,” said Roger Frizzell, American’s Vice President – Corporate Communications and Advertising. “As a founding member of the global oneworld((R)) Alliance, American is uniquely positioned to provide this service.”

Actor/director Edward James Olmos teams with Farmers Insurance for new ‘Right Fit’ insurance coverage commercial

LOS ANGELES, CA — Farmers Insurance Group announced today it has launched its latest Hispanic advertising campaign titled “Force Field” that includes TV, radio and rich media – all produced by U.S. Hispanic Agency of Record Accentmarketing.

(Logo:  http://www.newscom.com/cgi-bin/prnh/20080605/LATH062)

“‘Force Field’ is a visual representation of finding the right fit when it comes to providing individualized insurance coverage that’s right for each person,” explained Luisa Acosta Franco, Farmers Vice President of Multicultural Marketing.  “The visuals allow consumers to quickly capture a message of personalized protection and demonstrates different ways that getting the wrong insurance coverage can be ineffective, insufficient, excessive, or over-priced.”

Continuing in his role as Farmers Insurance Hispanic spokesperson, Edward James Olmos assures viewers in “Force Field” that Farmers agents go through some of the best training in the industry, so customers can rest assured that their Farmers coverage will be right for them.

“At Farmers, we strive to offer our customers the peace of mind associated with knowing that their insurance coverage is right for them and we achieve this by providing our agents exclusive training at our award-winning University of Farmers,” said Acosta-Franco.

Based on the right fit concept from “Force Field”, the radio campaign includes :30 and :60 second versions while the digital campaign is composed of rich media banners that include user-activated banners, videos banners and expandable video boards, that will direct consumers to Farmers’ in-language website, www.segurosfarmers.com.

“The ‘force field’ spot makes an impact and uniquely illustrates Farmers’ ‘right fit’ coverage. It sets Farmers apart from the competition and shows that Farmers’ highly trained agents deliver on personalized insurance and ‘tranquilidad’,” said Alice Rivera, VP Group Account Director, Accentmarketing.

 Details of “Force Field” TV Spot:
 –  Title:  “Force Field”
 –  Agency: Accentmarketing
 –  Client: Farmers Insurance
 –  Length of Spot: 30-seconds (:25 / :15 versions available)
 –  Launch Date: July 6, 2009
 –  Markets where it will air: National
 –  Associate Creative Director: Peter Sanchez
 –  Senior Copy Writer: Maite Garcia
 –  VP, Account Group Director: Alice Rivera
 –  Account Director:  Emily Preciado-Fonseca
 –  Executive Producer:  Rudy Leschhorn
 –  Production House: Weird Pictures

Pew Hispanic Center reveals latest U.S. Puerto Rican facts

WASHINGTON, DC – Some 4.1 million Puerto Ricans resided in the 50 U.S. states and the District of Columbia in 2007, according to the Census Bureau’s American Community Survey.1 That is a slightly greater number than the population of Puerto Rico itself in 2007, which was 3.9 million. (Puerto Rico is a U.S. territory but all references in this statistical profile to the United States refer only to the 50 states and the District of Columbia.)

Most Puerto Ricans in the United States — 2.7 million in all — were born in the 50 states or the District of Columbia. Additionally, one-third of the Puerto Rican population in the U.S. — 1.4 million — was born in Puerto Rico. People born in Puerto Rico are also considered native born because they are U.S. citizens by birth. A small number of Puerto Ricans — 48,000 — were born outside of the U.S. or Puerto Rico and were not U.S. citizens by birth. They are considered foreign born.

Puerto Ricans are the second-largest population of Hispanic origin residing in the United States, accounting for 9.1% of the U.S. Hispanic population in 2007. Mexicans constituted 29.2 million, or 64.3%, of the Hispanic population.

On average, Puerto Ricans are older than Hispanics generally but they are younger than the U.S. population. They are less likely to be married than either Hispanics overall or the U.S. population overall. The majority (55.9%) of Puerto Rican women ages 15 to 44 who had a birth in the 12 months prior to the survey were unmarried. The comparable share for all Hispanic women was 38.1% and the figure for all U.S. women was 33.4%.

Among Puerto Ricans ages 5 and older living in the U.S., most do not speak English at home. Some 20.5% of Puerto Ricans ages 5 and older report speaking English less than very well, compared with 38.8% of all Hispanics. Puerto Ricans are concentrated in the Northeast, mostly in New York, and in the South, mostly in Florida.

Puerto Ricans have lower levels of education and lower incomes than average for the U.S. population. They are less likely to be in the labor force, and among those in the labor force they have a higher rate of unemployment than either all Hispanics or the overall population. The rate of homeownership among Puerto Ricans is lower than the rate for Hispanics overall and the U.S. population overall.  To see the Pew Hispanic Center charts click here.

Hispanic Public Relations Association expands PR Campaign of the Year Awards categories for 25th anniversary celebration scheduled for Oct. 8

LOS ANGELES, CA – The Hispanic Public Relations Association (HPRA), the leading non-profit organization founded to advance the careers of Hispanics in the field of communications, is in search for the best public relations campaigns nationwide that target U.S. Hispanic audiences.HPRA Logo

Entries are now being accepted through Friday, August 28 in ten categories across multiple industries that highlight public relations work. The HPRA Campaign of the Year categories include:

Technology – Programs designed to introduce new technology products/services or promote existing products/services to a Hispanic/Latino consumer audience.

Healthcare - programs designed to promote new or existing healthcare products, events, brands or issues to a Hispanic/Latino consumer audience.

Fashion & Beauty – Programs designed to introduce new or existing fashion and/or beauty products/services Hispanic/Latino consumer audience.

Food & Beverage – Programs designed to introduce new products/services or promote existing products/services, including alcoholic beverages, to a Hispanic/Latino consumer audience.

Non-profit - Programs undertaken by government agencies, nonprofits or other groups to educate the Hispanic/Latino public about an issue affecting the community.

Sports - Programs incorporating sports or athletes to promote new or existing products/services to a Hispanic/Latino consumer audience.

Crisis Management - Programs that helped manage an event that threatened an organization’s operations or existence.

Media Event – One-time program of limited duration developed to attract attention or promote communications to a Hispanic/Latino consumer audience. Includes product launches, openings, celebrations, premieres, anniversaries, kick-offs or other special observances. Entries will be judged on results directly tied to most effective use and return on budget.

Integrated Marketing Communications – Programs incorporating an integrated marketing mix including advertising, promotions, marketing, and public relations. Campaigns must have a public relations component and one or more of the other tools.

Public Education - Programs conducted by government agencies, nonprofits, other groups or their agencies to educate the public about an issue affecting the community.

“While other organizations lump all multicultural categories into one award nomination, HPRA has ten categories specific to only Hispanic campaigns,” said HPRA President Ivette Zurita.  “As the nation’s leading organization for Hispanic communicators, HPRA has the credibility and reputation to honor the best in the industry in each respective category.” 

Who Can Enter

Award categories are open to all public relations and marketing practitioners who work on public relations/communications projects/campaigns that target Hispanic audiences throughout the United States. Work must have been conducted between June 1, 2008 and June 1, 2009.   Award entry fees are $200 for members and $250 for non-members.

Entries can be part of a multicultural or general market campaign, but must have a Hispanic component and will be judged only on that component. The entries will be judged by an HPRA affiliated panel of communications experts, from academia to industry pioneers.

Announcement of Winners

This year’s winning campaigns will be announced at HPRA’s 25th Anniversary PRemio Awards & Scholarship Gala, to be held Thursday, October 8 at The Highlands Hollywood with catering by Wolfgang Puck.

As part of the program, HPRA presents scholarships to selected four-year university students pursuing a degree in public relations and related communications fields and honors individuals in four different categories: Journalism, Arts & Entertainment, Public Relations, and Corporation of the Year. Honorees are nominated, at no charge, by industry colleagues and judged by the HPRA executive board and advisory council.  Nominations for honorees are now being accepted through Friday, August 7.

To download the honoree nomination form, campaigns of the year form or for PRemio Awards & Scholarship Gala event / sponsorship information click on this link or visit www.hpra-usa.org and go to PRemio Awards. 

Short of an enthusiastic, strong vote for Sotomayor this week Republican Party stands to lose significant PR points with Latinos

The following column is a timely reprint from June 3.  Click here to see why Republicans must show enthusiastic support for Sotomayor’s nomination,

PBS and impreMedia to live stream Spanish-language version of Sotomayor Supreme Court confirmation hearings

ARLINGTON, VA – PBS today announced an agreement with impreMedia, the No. 1 Hispanic News and Information Company in the U.S. in Online and Print, to live stream PBS’ NewsHour feed of Judge Sonia Sotomayor’s Senate confirmation hearings, translated to Spanish, on impreMedia’s Web site (http://www.impre.com/sotomayor). If confirmed, Sotomayor would be the first Hispanic U.S. Supreme Court justice and the third woman to serve on the high court.

“As public media PBS and our member stations have a strong commitment to ensuring that citizens have the information they need to fully participate in our democracy,” said John Boland, PBS Chief Content Officer. “We are pleased to partner with impreMedia in utilizing new media platforms to reach the broadest possible audience, including Hispanic Americans who will have particular interest in these hearings.”

PBS will provide full coverage of the Senate Confirmation Hearings for Supreme Court Nominee Judge Sonia Sotomayor expected to begin July 13, 2009 at 10 am ET.  NewsHour Senior Correspondent Judy Woodruff will anchor live coverage from the hearing room in the HartSenateOfficeBuilding, with analysis from Marcia Coyle of the National Law Journal. PBS will provide gavel-to-gavel coverage of the days when Sotomayor is scheduled to testify before the committee.

“The live Spanish transmission of the Supreme Court hearings is a critical outreach to the millions of Americans who strongly prefer to receive their news and information in Spanish,” says Arturo Duran, CEO of impreMedia Digital. “It also reflects the deep transformation of American society, which may soon have, for the first time in its history, a Supreme Court Justice who grew up speaking Spanish.”

Monday’s hearing is expected to include statements from each of the members of the Senate Judiciary Committee and possibly Sotomayor’s opening statement. Over the course of several days, the hearings will continue with questions and answers with Judge Sotomayor followed by testimony from other witnesses. The NewsHour’s coverage will begin with the Committee members’ statements on Monday and will continue through the conclusion of Judge Sotomayor’s appearances before the committee.  ImpreMedia plans to provide analysis by Pedro Rojas, La Opinion’sEditor in Chief, and their political analyst, Pilar Marrero. They will be making comments before, during or after the PBS coverage.

Live streaming video of the hearings is also available online at newshour.pbs.org, and is provided in conjunction with NPR and PBS. In addition to the video of the hearings, the Online NewsHour has a profile of Sonia Sotomayor and a wealth of information about the Supreme Court, the justices and its history at the Supreme Court Watch site — http://www.pbs.org/newshour/indepth_coverage/law/supreme_court/index.html.

Latina PR pro Yadira Pulles rejoins Directo Hispanic as Director of Planning & Communications; agency opens Dallas office

LOS ANGELES, CA- Latina PR pro Yadira Pulles has rejoined integrated marketing services agency Directo Hispanic as director of planning & communications while her agency, which currently has field offices in the top 10 U.S. Hispanic Markets, also announced that it has opened a Dallas office.

Pulles  has extensive experience in Hispanic Marketing specifically as Account Director both on the client and agency side.  Her experience includes working on brands such as Anheuser-Busch, Heineken, Miller, Diageo, Absolute and Casa Pedro Domecq. She specializes in integrated marketing programs and media partnerships. Her focus in advertising, public relations and event marketing brings a unique level of expertise to the agency.