The challenge to promote a travel destination

After 8 years working in tourism and marketing, I know how difficult is to promote a travel destinations. It’s not complicate, the hard part is how to differentiate from your competitors.

This challenge will affect from small travel businesses (hotels owners, restaurants, etc.) to the efforts that government agencies are doing to seduce more travelers to go to their countries. But again, probably the main barrier is the way you make a remarkable differentiation from others.

While not an official video, sometimes a video skit can offer potential solutions to creative marketing.  Of course there can be challenges going to this extreme,  it is at least entertaining.

An example about it is this, a video about Guatemala. It’s simple and actually, funny. It’s because their country is pretty similar than Costa Rica but most of the people prefer to visit this country instead of Guatemala. For sure, from the Guatemaltecos perspective, this is not true but travelers have a different opinion.

How Guatemala is facing this? Creativity and a direct message. The following video is an example how Guatemala is creating a notable differentiation in terms of marketing.

As you can see, Guatemala is using a pretty clear and honest message; telling in simple words to potential tourist why they should choose them.

Soon, we will upload others examples about how marketers are innovating in the travel industry.



Where, when and how: Copa América 2019

If you want to follow it, these are the days and times of the matches of the first group stage. The schedule is the local. (Mexico -2; Argentina =; Chile -1; Colombia -2; Spain +5, US East -1; US West -4)
  • 14/06/19: Brasil vs. Bolivia; 9:30 pm
  • 15/06/19: Venezuela vs. Perú 4:00 pm
  • 15/06/19: Argentina vs. Colombia 7:00 pm
  • 16/06/19: Paraguay vs. Catar 4:00 pm
  • 16/06/19: Uruguay vs. Ecuador 7:00 pm
  • 17/06/19: Japón vs. Chile 8:00 pm
  • 17/06/19: Bolivia vs. Perú 6:30 pm
  • 18/06/19: Brasil vs. Venezuela 9:30 pm
  • 19/06/19: Colombia vs. Catar 6:30 pm
  • 19/06/19: Argentina vs. Paraguay 9:30 pm
  • 20/06/19: Uruguay vs. Japón 8:00 pm
  • 21/06/19: Ecuador vs. Chile 8:00 pm
  • 22/06/19: Perú vs. Brasil 4:00 pm
  • 22/06/19: Bolivia vs. Venezuela 4:00 pm
  • 23/06/19: Catar vs. Argentina 4:00 pm
  • 23/06/19: Colombia vs. Paraguay 4:00 pm
  • 24/06/19: Chile vs. Uruguay 8:00 pm
  • 24/06/19: Ecuador vs. Japón 8:00 pm

You can find all the matches to be played in this table:

como ver la copa america 2019 calendario partidos


Source: Digitaltrends

Related posts: Soccer and US Hispanics


360° Advertising in Congress and Events market

We would like to share with you this is a demo about how the Chilean Government Trade Promotion Bureau could promote its participation in the most important event in Miami (FL) for entrepreneurs.

Chile participated for the first time in eMerge Americas, one of the most important technology and innovation events that connects Latin America with the rest of the world.

The South American country presented a sample of its latest tech advancements, in a stand organized by ProChile, the Chilean Government Trade Promotion Bureau, which considers Miami as one of the key ecosystems in the world for the international development of their startups.

In order to promote its services, Mediamerse created a 360° Immersive Banner, showing how Emerge Americas event looks like and where was the ProChile’s stand. The objetive is to motivate more and more Chilean companies to participate in this kind of activities, promoting the Chilean services and products.


Latin American elections 2019

2019 Elections in Central & South America: Improvement or Status Quo?

On the heels of the 2018 elections that brought Colombia’s (Ivan Duque), Mexico’s (AMLO Andres Manuel Lopez Obrador) and Brazil’s (Jair Bolsonaro) new leaders to the top post in Latin America, the 2019 elections may not be seen as reaching the same level of impact on the world stage.  However, for the six countries planning elections in 2019, elections are always key to defining whether the future for which path these countries take.

Latin American Countries with elections in 2019

  • Argentina
  • Uruguay
  • Bolivia
  • Panama
  • El Salvador
  • Guatemala

For details of the election timing and key concerns, Americas Society / Council of the Americas is a great resource.

While Argentina represents the largest economy and a country facing numerous challenges, for the U.S., there is definitely a focus on Central America which is a key source of the immigration debate.

For Central America, the challenge is how to combat the violence and corruption that has been a key challenge to these developing countries.  For example, Guatemalans, who in the last election elected an ex comedian on a slogan of  “not a thief, nor a crook” who has ended up in a constitutional showdown with the UN-backed anticorruption CICIG and seems to be the opposite of his slogan.  Will there be a return to politics as normal, or will the next president go beyond slogans and actually embrace international anticorruption efforts.

No Easy Answers:

There are no easy answers for many of these countries.  While Argentina is facing a recession and inflation after Macri’s first term is trying to help the country rebound from more than a decade of Kirchner’s, Guatemala and Bolivia have constitutional challenges, and countries such as El Salvador have spent so many years of violence there are questions as to whether any politician will be able to make significant changes and bring stability to their countries.

Is there Hope?

As long as the people have a choice and elections are relatively fair, the politicians at the very least have to answer to the public.  Large protests against Guatemala’s president trying to oust the UN backed CiCIG to the judicial systems still maintaining some sort of check on power there is some hope.  However the road is full of challenges for many of these countries.

Video, importance of the Hispanic market

Audiences are in constant evolution but one of the most dynamic segment is the US Hispanic. This market is rapidly developing in a changing world.

Just a couple of empirical notes. Hispanics consume more mobile video content on social media than any other ethnic group. Currently, the Hispanic consumer views 66% more video content on their smartphones every week than non-Hispanic consumers.

Digital video has caught on with Hispanics. Eight in 10 use subscription services, with Netflix atop the list. Many use streaming services more than traditional TV—a trend poised to accelerate as more Hispanic-oriented content comes online (


Why this segment market is important?

In the first place, Hispanic Americans projected to account for roughly a third of the US population by 2050, the time to start targeting this market may be now ( Maybe to can check our post about Hispanic drive homeownership growth.

In the second place, they are already a connected segment. “Hispanic consumers in the U.S. are now considered a very connected and digital first community. Effective outreach to different cultures within the hispanic market can spread like wildfire down to their home countries,” wrote Nick Kyriakides, COO at NetTALK. When it comes to marketing to this market, it is important to leverage digital channels.

This is why many companies are trying to implement more video based services. For example Entel, among Chile’s largest telecommunication companies, recently introduced a new video platform powered by the Kaltura TV Platform. What they are trying to do is to push their platform and get more exposure for brands and advertisers willing to target this market.


For sure, in the short term the video arena will be full of rude competition. The good news is this kind of scenarios are always good for consumers and an interesting opportunities for new businesses.

Finally, if you want to learn more about the Best Practices to Reach a Diverse Audience, check this post on:

Poet's Pacific paradise: Pablo Neruda’s homes in Chile

"If we walk up and down all the stairs of Valparaíso we’ll have walked all round the world.” Poet Pablo Neruda was alluding to the cosmopolitan vitality of Chile’s second city, chief port and most romantic – and likeable – metropolis. He might also have been referring to the workout you get hiking around “Valpo” – as locals dub it. Spread over 42 hills, its mansions, houses, shanties and steep, cobbled roads are a sea-facing sprawl. When you get lost and hot, it’s a relief to stumble on one of the four ascensores – funicular lifts – which cut out some of the climbing.

I’d been to Valpo before, to eat ceviche and enjoy fine wines from the nearby Casablanca valley, but this time I mainly wanted to explore the relationship between the city and Chile’s Nobel prize-winning poet. A new film, Neruda, starring Luis Gnecco and Gael García Bernal, goes on general UK release on 7 April. That and a new direct flight this year from Heathrow to Santiago international airport (an hour or so from Valparaíso) is bound to revive interest in Chile’s second city.

I began my mini-pilgrimage 84km south of Valparaíso, at Isla Negra. This is not an island at all, but a gorgeous beach spot where, in 1944, Neruda started building a house where he could work on his masterpiece, Canto General, and throw parties. It took two architects, with their demanding client advising, around 20 years to complete the house. Neruda travelled around Chile and overseas as senator and leading communist party member. He was also exiled for several years in Buenos Aires and Mexico. But, as Neruda put it: “The house kept growing, like people, like trees.”

La Casa de Isla Negra, the poet’s beachside home.
 La Casa de Isla Negra, the poet’s beachside home. Photograph: Alamy

Every 10 minutes, up to 14 people are allowed into his Casa de Isla Negra, which they tour with an audioguide. The commentary is academic in detail and, if inevitably positive about Neruda, still enlightening. The house is a marvel, with rooms decorated according to the writer’s passions. One living room is shaped like a ship, another like a train carriage. Huge figureheads jut out at every turn, and ships in bottles fill windowsills. Neruda was an avid collector, of bottles, shells, insects, butterflies and, from the looks of his wardrobe, tweed jackets, ponchos and hats.

With its ship-like narrow corridors and steep staircases, vivid paintwork, and mismatched and modernist furniture, the house doesn’t look dated at all. It evokes a Neruda who was playful, whimsical and – for a communist – a lover of luxuries. To entertain friends, he had a large bar built, and he liked his guests to come in fancy dress, on themes he dictated.

Immature? Maybe, but as Neruda said: “The man who does not play has lost the child within him.”

Luis Gnecco as Pablo Neruda in a still from the film.
 Luis Gnecco as Pablo Neruda in a still from the film.

Outside the house is Neruda’s tomb, and below it a stunning rocky beach. Even on a day of low wind, surf was crashing, turquoise with frothing white tops, and the light magical. I asked a Brazilian woman to take my photo and, unbidden, she poured forth her feelings for Neruda. “I’ve been in tears. This is such a magical place. I’ve been wanting to come here for years.”

I’m not sure any European poet has quite this effect on people. Nor can her passion be written off as typical of Latin Americans. A little later, at the cafe (where Neruda-label wine was on offer), a local woman, when I mentioned my Brazilian friend, witheringly exclaimed, “Que tontita!” “How silly!” Neruda divides opinion, especially in his home nation. One local told me at least a third of Chileans are pro-Pinochet, which makes them anti-Neruda.

After lunch at a roadside restaurant, it was on to Valparaíso to visit Neruda’s hilltop house, La Sebastiana (named after its original owner, Sebastián Collado) where he held a big housewarming party in September 1961. Neruda liked to celebrate New Year’s Eve there and, taking in the view from the top floor, I could understand why. By day, you see Valpo’s colourful wooden houses and shacks tumbling down to the port; by night, they become a host of tiny lights, mirroring the Milky Way above.

Pablo Neruda in 1952
 Pablo Neruda in 1952. Photograph: Allstar Picture Library

This less cluttered, more sophisticated house (another good audioguide was provided) suggests further sides of Neruda’s personality. Antique maps and art, and screens from Asia, tell of his exotic travels. A large portrait of Walt Whitman honours a major influence. Another, of Lord Cochrane, reminds us of Scotland’s links with Chile’s independence wars. An antique merry-go-round horse evokes the child again, or the nostalgist. The walls are painted in lively blues and pinks, to “make them dance”, according to a poem about La Sebastiana.

Sunshine pours into the higher floors, and the eyrie-like feel of his working space – his chair stained with green ink – reminded me of Dylan Thomas’s shed in Laugharne. Both men were hedonists, womanisers, socially extrovert; both needed hideaways to get down to writing.

“I feel the tiredness of Santiago,” he wrote. “I want to find in Valparaíso a little house to live and write quietly. It must meet certain conditions. It can’t be located too high or too low. It should be solitary but not excessively so.”

La Sebastiana, Neruda’s house in Valparaiso.
 La Sebastiana, Neruda’s house in Valparaiso. Photograph: Alamy

His builders nailed it. La Sebastiana is the ultimate city home: peaceful and aloof, but boasting a view of Valparaíso. And it’s a convivial, colourful place, too. But, as anyone will tell you, Valpo lacks major museums and other attractions. As well as being great fun and quite inspiring, Neruda’s poetic pads are obligatory stops for anyone keen to understand Chile and its recent history. It was at Isla Negra that his poetry and politics came together. It was in La Sebastiana that he came to global prominence. The houses speak to their settings, merge with them, reshape them in their window frames.

“I love Valparaíso,” wrote Neruda. “Queen of all the world’s coasts,/True head office of waves and ships,… I love your criminal alleyways.”

I loved it too. From La Sebastiana, I made my way back to my hotel on foot – downhill – via lanes and staircases, past walls bursting with street art, via tiny bars and shadow-filled plazas. The “crazy port” made more sense now; Neruda did too.

Isla Negra and La Sebastiana are not the only Neruda-linked sites in Chile. Santiago’s Bellavista neighbourhood boasts a third house, La Chascona, also worth a visit. Neruda was born in Parral, in the wine-growing Maule region, and brought up in the southern city of Temuco (which has a dedicated walk). As a diplomat, he spent time in Mexico, Catalonia, British-ruled Burma (“I still hate the English,” he wrote), Ceylon, Java and Singapore. The ultimate globetrotting troubadour, Neruda exerts a powerful appeal for travellers. But do go and visit his two favourite seaside houses, and his beloved Valpo. Even if you don’t feel you’ve quite circled the globe, you’ll have seen something of his poetry-filled world.

 Ch$7,000 (£8.65) per person per house; audioguides in English, French, German, Portuguese and Spanish. More info at

 Neruda is released in UK cinemas on 7 April


canary in the coal mine Venezuala is in trouble

Asylum applications - canary in the coal mine

With pending elections throughout many countries in Latin America, the spotlight is on the numerous challenges facing the region, and specifically the Venezuela elections.  From organizations fighting "fake news" in Mexico elections to those that are a foregone conclusion such as Venezuela.  Elections have a ripple effect throughout all of the americas and one look no further than asylum applications and immigration numbers to see which countries are in the most trouble.  In a CNN article regarding Venezuelans fleeing the situation in Venezuela a couple of pictures tell the story.

Asylum applications 2017 comparing Venezuela, China and Mexico

Asylum Applications from Venezualans to US 2015-16

The key reason that individuals or families uproot and move to another country where there is still uncertainty is because they are almost certain that the current situation will not improve in the near term.  Whether civil war such as that of Colombia, to gangs such as Central America, to economic mismanagement a la Venezuela immigrants and asylum seekers are merely looking to improve their situation.

I was traveling in Venezuela shortly after the election of Hugo Chavez.  During my travels I met an executive from a global CPG company and very quickly it was evident that they saw the writing on the wall and were going to start moving many key assets out of the country.  Sure enough, the government started to implement policies that made it almost impossible for companies to do business in the country (most recently the government took over Kellogg's facilities).  For a summary of the current situation in Venezuela this segment from Last Week Tonight with John Oliver has brief rundown prior to the Venezuela elections.


For the first time Venezuelan asylum seekers to the United States have outnumbered that of Mexico, Guatemala and El Salvador.  Just like a major influx in Colombian asylum seekers in the past (which has since calmed as the country has stabilized and prospered), one key statistic to signal where in the world major problems are brewing is asylum applications.

While the current government in Venezuela is sure to win the "election" on Sunday May 20, 2018, the more important questions is whether the people of the country will survive another six year term or if something changes.


Mexico Elections: Facing challenges in 2018

In a year with multiple presidential elections happening through Latin America, the region and specifically the Mexico elections on July 1, 2018 face challenges. Just like the United States and the much publicized "fake news" phenomena, the issue is a global one and all countries are battling against disruptions in their systems whether from foreign governments, bots, or extremist rhetoric the battle is only beginning.

Slide from Latin America presentation by Le Black Room at Campaign Tech East 2018
Slide from Latin America presentation by Le Black Room at Campaign Tech East 2018

Returning from a political conference in Washington D.C. where "fake news" was a frequent discussion point, I came across America's Quarterly (free at the American Airlines lounge) and there was an interesting breakdown of the key players in the Mexico election.  Corruption, crime and of course the economy will make the battle on July 1, 2018 an interesting one.  And while the debate may rage on which direction the country should go, and each person has their opinion on which candidate would be the best, the even bigger challenge is to make sure that there is accurate information for the voters to make an informed decisions during the Mexico elections of 2018.

Political advertising itself runs a broad spectrum and each campaign will defend itself as well as work to shine a negative light on the shortcomings of the other candidates.  Now with the proliferation of fake accounts, bots, unscrupulous campaigns now even have more resources to proliferate false information so the challenge is even harder for finding accurate information.  So, what is  or can be done?

  • Don't just trust a headline or social media post.  The issues with social media are well documented
  • Traditional news sources (broadcast, print, and digital) have a code of journalistic ethics and years of experience.
  • Government voter pamphlets are a starting point for research on initiatives & candidates.
  • Fact checking organizations (again, worth reviewing process and who is supporting).  In the United States there are numerous, however in Latin America there are still some beyond the traditional media such as Verificado2018 / Verificado.MX (Mexico).

For the Mexico elections #Verificado2018 is supported by over 60 publications (from La Economista, Forbes, El Universal, Milenio, Televisa and more) and is non partisan.  While there is nothing that can replace reading and thinking about the information and sources, having these resources may help should you have questions about the information that you are seeing.



Portada Miami | April 18-19 2018

The tenth annual edition of Portada Miami to discuss how brands across the Americas are taking back control, from rethinking internal structures to figuring out ROI on their media ad spend, to understanding how to work with new platforms and technologies.

Portada Miami will take place in the brand new East Miami Hotel, nestled in the heart of Brickell City Centre!
Portada is introducing 1:1 meetings with senior brand and agency executives (a service available under the Premium Level Pass type).

Members of Portada’’s powerful Council System that are available for meetings include senior executives representing Abbott Laboratories, Allstate, Anheuser-Busch, Comcast, Crown Imports, Horizon Media, GroupM,  Hilton, Hyatt,  IMG, JC Penney, LatAm Airlines, L’Oreal, Horizon, MasterCard, MediaCom and Visa. More to be announced.

See other events in Miami.

The Rise of latino food culture in the U.S.

Last week was National Taco Day and the Internet went crazy with expressing their love for tacos. Restaurants, fast-food chains, and shops jumped on taco deals, including non-exclusively Latino restaurants such as Red Robin, which created a new burger-taco mashup. There was a rise on social media of people posting photos and comments about tacos. What does this say about America? It shows how much not only Hispanics, but Anglo’s, also appreciate and enjoy Latino food.

The popularity of Latino food has expanded beyond simply tacos, but to pupusas, empanadas, chimichurris and other Latino favorites. This includes not only Mexican food, but Central and South America and the Caribbean. Latino food has become a demand from not only Hispanic customers, but Anglo’s as well.

The millennial generation is very accepting and comfortable with different cultures. According to Nielsen, Multicultural Millennials’ buying habits are inspiring successful, popular cultural trends, and they’re having a profound impact on the group’s peers, parents and children.

For National Hispanic Heritage month, people of all ethnicities and ages joined the various festivities held around America in September in celebration of the Latino culture. With popular holidays, such as Cinco de Mayo, which is celebrated by both Hispanic and non-Hispanics alike in the U.S., it’s no surprise that the purchasing of Hispanic products is everywhere.

For example, beverage-maker Califia Farms has a line of Aguas Frescas that are Watermelon Ginger Lime, Strawberry Basil and Kiwi Cactus Lemonade flavored. The packaging graphics are inspired by Mexican mural art and Día de los Muertos designs, showing a Hispanic product that is not only targeting Hispanics, but pushing Latin flavors to all consumers.


Latino food is now considered the third most popular food in the U.S. after American and Italian, with 15% of main meal items featured on menus being Mexican-inspired. CHD Expert, the Chicago-based foodservice database and analytics firm, reported on the Mexican Restaurant Industry Landscape that Mexican food is heavily consumed by Americans and is among the top three menu items in the USA.

In an article in Specialty Food Magazine, Mynetta Cockerell of Marty’s Fine Food & Wine, Inc., said that Hispanics in Dallas-Fort Worth are “no longer in the minority,” with their tastes and cooking styles influencing many Texans.

According to the Census Bureau’s latest estimates, the Hispanic population reached a record of 58.6 million in 2017. As the second-largest racial or ethnic group in the U.S., Hispanics play a significant role in the nation and therefore in the nation’s popular trends, as National Taco Day and Cinco de Mayo have shown. With so much Latin American influence and culture, it’s hard not to see how eating habits have impacted the U.S.

Bilingual Social Media Coordinator of Abasto Magazine. She is a recent graduate with a Bachelors of Science in Journalism, as well as a freelance writer and photographer.