• by Staff Writers , October 10, 2007

The most important new media frontier may not be about technology or even content, but about people and their cultures.

Global Advertising Strategies

Lufthansa

Lufthansa: Dirk Ebbighausen, Online Marketing; Stephen Vaughan, Microsite Developing and Sales.

Global Advertising Strategies: Maria Boukhonina, Account Executive; Yuriy Boykiv, Strategic Planning; Alissa Akopian, Media Planning and Buying; Shama Shirodkar, Interactive Media; Alex Galkin, Creative Director; Anna Simakova, Event Management.

To increase awareness and sales of Lufthansa WeFlyHome.com, a special online booking engine where ethnic travelers within the U.S. can find special fares on carriers to Eastern Europe, the Middle East and India, Global Advertising Strategies created a campaign that spanned 21 ethnic markets in the U.S., using TV and radio spots, print ads, online banners, event flyers, pr and grassroots events.

The agency used customized images and copy for each ethnic market, and conducted focus groups to confirm the effectiveness and cultural sensitivity of the tailored campaigns. The Spring 2007 campaign alone, which lasted for three months, resulted in an 82 percent traffic increase to WeFlyHome.com, compared to the same period in 2006.

Starcom MediaVest Group

P&G/ Always

Starcom: Elena Marroquin, Media Director; Lynn Meier, Media Supervisor;

Always Multicultural Business Development Organization: Ileana Fuster, Brand Manager.

To drive growth for Always feminine pads, whose comfortable share of the Hispanic u.s. feminine pad market was being threatened by Kotex, the brand needed to create an emotional link with non-loyal pad users. Through focus groups, Starcom learned that Latinas tend to see their periods as a time to indulge themselves in comfort. In areas of the brand's largest markets, they put these posters up in neighborhood locations like ladies' rooms in family restaurants, movie theaters and local nail salons. At restaurants, the signage invited the Latina consumer to "Smile, today you can order anything you want." The message was coded enough that it wouldn't embarrass her, yet she could understand its true meaning.

Univision Online

(in-house campaign)

Univision Online: Catherine Seele, Director, Production; Caio Portes, Broadcast Designer; Jose Aquiles Hidalgo, Editor,

On-Air Promotions; Gelber Hernandez, Copywriter; Ivette Viscaya, Senior Production Coordinator; Naz Amarchi-Cuevas, Marketing Manager; Emeli Gomez, Vice President, Marketing.

In a cross-promotion between traditional and new media, Univision.com, the Web site for the Spanish-language media company, used television to familiarize users with its library of video clips and new search tool. The 30-second spot aired across Univision properties, and featured Univision celebrities describing the service, some in humorous situations, like a man seemingly awash in a sea of colored balls. Through images of multiple videos being easily accessed, users became familiar with the new tool. Since the launch of the campaign, users conducted more than 6 million video searches via the toolbar on the homepage.