Heineken appoints RL Public Relations.

Heineken USA has appointed RL Public Relations & Marketing its Hispanic Public Relations Agency of Record for Heineken Lager and Heineken Premium Light. With offices in New York City and Los Angeles, RL Public Relations & Marketing (RLPR) is a full-service, Hispanic agency dedicated to developing and executing public relations and marketing communications programs that effectively connect with Latinos in the U.S. and beyond.

In its new expanded role as Hispanic AOR for the Heineken brand, RLPR will continue Hispanic outreach for Heineken Premium Light, and become more involved with Heineken’s existing Latino-focused initiatives. Among RLPR’s responsibilities are Hispanic media outreach for AmsterJam, a unique proprietary summer music festival featuring mash-ups and solo sets where Latino artists Tego Calderón and Yerba Buena performed; PR and buzz-building for Heineken’s seventh year as a sponsor of the Latin GRAMMY® Awards; and numerous other ongoing creative media relations and community outreach activities for the brand.