Viva Partnership Launches Consumer Promotions & Event/Cause-related Marketing Division.

Following a series of successful promotions and special events for clients, including the “El Gran Grito” for Verizon Wireless and other clients, Viva Partnership announces creation of a new division dedicated exclusively to consumer promotions and event/cause-related marketing for US Hispanic Markets.

“Creating this new department is a natural expansion of the US Hispanic marketing, advertising and public relation expertise Viva provides for clients,” says Linda Gonzalez, president of Viva. “Integrating grass roots promotions, special events and cause related marketing into client campaigns has long been a core component of Viva’s overall strategy for building and strengthening relationships within Hispanic communities. Now, our experienced teams are providing these services as a specialty for companies looking to make a high impact with US Hispanics.”

As Hispanics in the US become increasingly wiser, less trusting and more guarded and more aware of value choices, stand-alone advertising targeted to Hispanics is too short lived to capture the attention and change the habits of prospective customers.

“Integrated marketing efforts that incorporate consumer promotions, grass-roots events and/or cause marketing have the potential to strengthen and solidify long-term relationships with brands,” says Ms. Gonzalez. “These elements complement, support and boost all other activities, driving sales and producing a high ROI.”

Going one-on-one with Hispanic consumers via promotions, events and cause marketing is an effective way to win the hearts and loyalty of the Hispanic consumer, adds Ms. Gonzalez.

“US Hispanics are exceptionally responsive to companies that blend these techniques into the marketing mix. At over thirteen percent (13%) of the total population and the largest minority in the country, US Hispanics are a powerful market segment,” adds Ms. Gonzalez. “ Still, most companies simply are not allocating adequate funds for promotions and events specifically tailored for US Hispanics. ”

Viva’s new Consumer Promotions and Event/Cause Marketing division is headed by Gus Ferreira. Mr. Ferreira, a vice-president with Viva since 2001 and a veteran event/cause marketing professional, will oversee and direct all projects and programs as Director of Consumer Promotions and Events Marketing.

“Mr. Ferreira has an extensive range of expertise working on promotional projects for top-flight corporations such as Coke and Quaker Oats, Latin America/US Hispanic,” says Ms. Gonzalez. “He developed and spearheaded our successful program for Entenmann’s, a program that culminated in an exciting, high-profile Guinness World Record attempt. Gus and his team have creative, one-of-a-kind US Hispanic programs waiting for the right brand partner.”