The document outlines the agenda for the Portada Lat 2017 conference on June 7, 2017. The day includes sessions on sports marketing, soccer clubs as brands, Visa's new outreach strategy to millennials, and how marketers can leverage sports content. There will also be a Golazo campaign pitch and awards. Speakers include representatives from FC Barcelona, FC Bayern Munich, Visa, and various brands and agencies.

2. June 7,
2017

3. 10:10am
10:20am
KICK-OFF SPORTS MARKETING
SESSIONS
IntroductoryRemarks byMC:
➢ Fernando Fiore, On air personality, FoxSports
Introducedby:
➢ Marcos Baer, publisher, Portada

4. Moderator:
➢ Ximena, Cassab,Editor,Portada
Panelists:
➢Arturodela Fuente,DirectorofNew Business, FCBarcelona
➢RudolfVidal,PresidentAmericas, FC BayernMunich
➢Sean Flynn,CEO,TheMiamiFC
10:20am
11:00am
z
SOCCER CLUBS AS BRANDS

5. 11:00am
11:15am
VISA’S NEW OUTREACHSTRATEGYTO
MILLENNIALS
Speaker:
➢Andres Polo, VP Digital Marketing, Visa

6. 11:15am
12:00am
HOWTOPMARKETERS LEVERAGE SPORTSCONTENT
(PORTADA’SNEW SPORTS MARKETING PROGRAMLAUNCH)
Moderator:
➢ FernandoFiore,Onair Personality,FoxSports
Panelists:
➢ FelixPalau,VP atTecate,Heineken
➢ Ed Carias, Sr.Brand Manager atelJimadorTequila- North
American Region,Brown-Forman
➢ TabBamford,Managing Director,La VidaBaseball
➢ FedericoGrinberg,Co-Founder- CEO,FutbolSites
➢ Andres Polo,VP Digital Marketing,Visa

7. THE GOLAZO CAMPAIGN PITCH
12:00pm
01:00pm
Jury:
➢ Felix Palau, VP atTecate,Heineken
➢ Ed Carias, Sr.Brand Manager atel Jimador Tequila- NorthAmerican Region, Brown-
Forman
➢ Vicente Navarro, Business Development Director,ACMConnect

9. presented by

10. GolazoAward
Agencies, including PR agencies, brand marketers and
media properties can nominate campaigns, concepts
and ideas that substantially engage consumers in the
U.S. or Latin America through soccer content.

11. How it works
Each member of the jury will ask the finalists one or two questions to grade their
campaign. What the jury will be paying attention to is:
•
•
•
•
•
Campaign's originality
Campaign's results
Innovation
Connection/engagement with fans through campaign
ROI
The one campaign for LatAm with the most points will become the winner of the
Golazo Awards and will be announced the same day. The three campaigns for the
US with the most points will pass to next round to participate in the final which
will be held in New York City during Portada's Sports Marketing Forum on
September 13.

12. Members of the jury
Felix Palau
VP at Tecate
Heineken
Ed Carias
Sr.Brand Manager
at El Jimador
Tequila -American
Region
Brown-Forman
North
Vicente Navarro
Business
Development
Director
ACM Connect
Andres Polo
VP Digital
Marketing
Visa

13. U.S. FINALISTS

14. "My Inter Jersey” / Gravity
Presented by: Evgenia Novikova Managing Director
of Gravity Europe and an account lead for Inter.
Gravity proposed to create a web platform that would
enable fans to create their own personalized wallpapers
for devices depicting the new jersey design.

16. Lifeline of Ohio/Os GroupSports
Presented by: Francisco Terreros, Principal ŌS Group
Heather Blausey Sr. Director of Marketing/
Communications at Lifeline of Ohio
Pass it on is a soccer-related marketing campaign
encouraging Hispanic males to register as organ and tissue
donors.

18. Audi Summer Tour/FCBayern Munich LLC
Presented by: Benno Ruwe, Head of Partnerships,
FC Bayern Munich
The 2016 U.S. Audi Summer Tour campaign gavefans that
haven’t been to Munich the chance to see their team on
home soil.

20. AT&T/MNT/The MarketingArm
Presented by: Roberto Saucedo, VP Integration and
Andres Reyes, President Multicultural, from The
MarketingArm
In efforts to connect with Hispanic Millennials, The
Marketing Arm (TMA) launched the Expresa TuPasión
soccer campaign, a collaboration between AT&Tand the
Mexican National Soccer Team(MNT).

22. Univision Deportes /
Copa AmericaCentenario
Presented by: Juan Convers, head of Business Development
for Sports and Hernando Paniagua, head of Sports Digital,
from Univision.
Univision Deportes Digital created the ultimate
destination for all things Copa America Centenario
through a multi-platform delivery of exclusive content
giving fans the feeling as though they were in the game.

24. LATAM FINALISTS

25. Scotiabank/F.C.Barcelona
Presented by: Arturo de la Fuente, Directorof
New Business, Americas, FC Barcelona
Tokick-off the partnership, Scotiabank and FCB joined
forces to create 'Sueños de Futbol', an aspirational content
initiative whereby young boys and girls in Latin America
recreate goals scored by their FC Barcelona heroes,
exemplifying the infinite possibilities for youth footballers
in the region to chase their dreams, while teaching the
values of sport and of FCB in particular - Humility, Effort,
Ambition, Respect, and Teamwork (HEART) - in the process.

27. Mastercard / Universal Mccann
Presented by: Felipe Molina, Digital Specialties Director
for IPG Mediabrands and Jose Luque VP Regional Media
and Digital LAC at MasterCard.
Mastercard extended significant presence as a sponsor of
Copa America Centenario via a highly digital buzz
campaign, to communicate its offers to cardholders in a
new way while increasing overall card transactions.

29. Suicide Squad / MinuteMedia
Presented by: Lynelle Jones, Creative Solutions
Director, Minute Media
Warner Brothers Studios sought to build buzz and
excitement around the Suicide Squad movie launch
worldwide surrounding the Euro and CopaAmerica 2016,
especially among the millennial male audience.

31. UEFAPepsi “momentos”/
Champions League/BBDO
Presented by: Carlo Espinoza, Sr. Marketing Manager,
PepsiCo Latin AmericaBeverages
In 2017, in its second year as a sponsor of the Union of
European Football Associations (UEFA), Pepsi launched its
first global campaign based on a “Moments” creative
platform.

33. Johnson & Johnson/MLS/U.S. Soccer
Johnson & Johnson Consumer Brands will be integrated
throughout different platforms including digital, broadcast
and video content, as well as in-stadium exposure.

35. 1:00pm
2:15pm
Break
Take a break and visit exhibitors in the auditorium
foyer.

36. 2:15pm
3:00pm
KEYNOTE:10Reasons marketing technologywill
driveyourcompany’ssuccess in thenextdecade
Speaker:
➢Gary Milner, Director, Global Digital Marketing Lenovo

37. MARKETING TECH INNOVATORS SHOWCASE:Videoand
influencermarketing and theonline videorevolution
Innovators:
➢ Sebastian Jasminoy,CEO& FounderFLUVIP
➢ Lourdes Losada, ProgrammaticDirectorADSMOVIL
BrandExec:
➢ Diahann Smith, MulticulturalMarketing Manager,Florida DairyFarmers
➢ JuanAngeli,Regional Marketing Director,Millicom (Tigo)
AgencyExec:
➢ StephanieDa Costa,Associate Media DirectorCrispin PorterBogusky
3:00pm
3:45pm

38. Portada 2017
Lourdes Losada
Programmatic Director

39. Adsmovil :: 2017

40. Adsmovil :: 2017
TimevsAdvertising$

41. Adsmovil :: 2017
Kepler Perkinsstudy
3.1 hours
per day on
our devices

42. Mobile phone user penetration in Latin America averages
64.5%.
Of those, 68.6% use mobile internet.
MOBILE USAGE IN LATINAMERICA
Mobile Usage in Latin America, 2017
Mobile Phone Users
Mobile Phone Internet Users
408.6 million
280.5 million
Mobile Phone Internet User
Penetration
(% of Mobile Phone Users)
68.6%
Adsmovil :: 2017

43. LOCATION is the new cookie
Where are
you?
Where have you
been?
Where are you
going?
Adsmovil :: 2017

44. THE MEDIA BUYER’SCHALLENGE:
Deliver your message to the right people at the right time.
REALLYAWESOMEPROTEIN!
Adsmovil :: 2017

46. GEO PROXIMITY
Adsmovil :: 2017

47. GEO PROXIMITY
Adsmovil :: 2017

49. Impact people visiting your competitors
Adsmovil :: 2017

50. Impacting users visiting Burger King in Brazil to drive them to
McDonald’s
Example: McDonald's Vs BurgerKing
Adsmovil :: 2017

51. PRE-BUILTLATAMAUDIENCES
Adsmovil :: 2017

52. Using signal data to create
relevant ads based on:
Dynamic Creative
Solutions
Adsmovil :: 2017
Weather LocationDates
Day Hour Language
OS
Placement

55. are engaging today’s evolving travelersModerator:
nt➢ Michael Hampton,Dean - Chapin School ofHospitality& TourismManageme
Panelist:
➢ Luis Perillo,VicePresident,Sales & Marketing,Caribbean& LatinAmerica,
Hilton
➢ AnaTomicevic,DirectorofBrandMarketing,Marriott
➢ Montserrat Santaella, Senior Marketing Manager GrupoPosadas
➢ AmyWest,TravelandLifestyleInfluencer
➢ AlvaroValeriani,RegionalVicePresidentSales & MarketingLatinAmerica&
CaribbeanHyatt
3:45pm
4:30pm
HOSPITALITY MARKETING: How blue chip players

56. 04:30pm
04:45pm
TRAVEL MARKETINGAWARD:
Announcement of Travel Marketing Award Winner
presented by

58. Presented by:

59. Top Travel Marketing Campaign
Brands and their agencies (Brand/Agency)
who have done campaigns promoting travel
and hospitality related services. The
campaign should have targeted audiences
in the U.S. and/or audiences in Latin
America over the last 12 months. Please
provide information about brand/agency,
objective/media (earned and paid) as well
as the results of the campaign.

60. The Finalists
Are

61. Mastercard Priceless Cities/ UniversalMccann
•Mastercard looked to develop an exclusive user Journey to drive
card usage and preference by leveraging Priceless Cities and
inspiring cardholders to experience travel in a different way,
the Priceless way.

62. “Discover Your Aloha” Hawaii Tourism / Expedia
The Hawaii Tourism Authority (HTA) and Expedia joined forces ona
travel marketing campaign, promoting vacations in the Hawaiian
Islands with new facial-recognition software.

63. Visit Orlando/Ariadna
Visit Orlando which is the Official Tourism Association in Orlando
and the Disney Amusement Park family, Sea World and Universal
Studios, work to support the Company’s goal of making Orlando
the go-to destination for Brazilians.

64. The winner is

65. Mastercard Priceless Cities/ Universal Mccann

66. Moderator:
➢ TripBarrett,TravelMarketing Expert
Panelist:
➢ JonEichelberger,HeadofAmericas,Trivago
➢ Carmen Edelson,Founder& CEO,Carmen’sLuxuryTravel
➢ Pablo Chiozza,Sr.VP USA, Canada & CaribbeanLatamAirlines
Group
➢ BenjiGreenberg,Founder/CEOBCV
4:45pm
5:30pm
TECHNOLOGY: How tech is redefining luxury and
travel services

67. Enjoy a glass of wine with fellow PortadaLat attendees!
CONCLUSION OF DAY1
05:30pm

68. TRAVELCONTENTHAPPYHOUR
Leveraging travel-relatedcontentformulticulturalandHispanic
audiences
➢ Manuel Delgado, Trivago
presentedby
Winner of “Viajero Inteligente” Award will be announced!
5:30pm

69. Trends
PortadaLat
2017
DataAnalysis
on Travel

70. Why we do it

71. How we do it

72. Where do people
travel?
Hint: It’s not where you
think

73. Places we think people want to travel to…
Paris
London
New York
Los
Angeles
Tokyo
Bangkok
Rio de
Janeiro

74. 80.60%
19.40%
2016
Domesti
c
Internation
al
Domestic vs. internationaltravelers
82.60%
17.40%
2015
Domesti
c
Internation
al

75. On average,
people in the
US travel only
185
miles (297 Km)
from home.

76. 27.19%
32.82%
34.63%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
<185 Miles FromHome
2014 2015 2016

77. 44% of people in California look for destinations within their
state
42% of people in Texas look for destinations within their
state 29% of people in Colorado look for destinations
within their state 21% of people in Arizona look for
destinations within their state
15% of people in New Jersey look for destinations within
their state
DomesticTourism

78. And people who live
here?
58% spend their vacations in…
Florida!
*Search period January-December
2016

79. Most-searched destinations fromFlorida
Orlando, FL
Key West, FL
Miami Beach,
FL
Lake Buena Vista,
FL
Fort Lauderdale,
FL
Daytona Beach,
FL Tampa, FL
St. Augustine,
FL
Kissimmee, FL
Miami,FL
New York, NY
Las Vegas, NV
New Orleans,
LA Savannah,
GA Atlanta,
GA
In
Florida
Other
states *Search period January-December
2016

80. 35.51%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
WeekendTrips
2014 2015
28.23%
26%

81. Favorites among US Hispanics
Chicago, IL
Dallas, TX
Denver, CO
Houston, TX
Las Vegas,
NV
Bogota, CO
BuenosAires,
AR Cancun,
MX Cartagena,
CO Mexico
City, MX
LosAngeles,
CA Miami
Beach, FL
Miami, FL
New York,
NY
Orlando, FL
Panama City,
PA Medellin,
CO
Playa del Carmen,
MX Puerto Vallarta,
MX San Juan, PR
In theU.S.
In othercountries

82. Time is of theessence
Our research shows that travelers make their hotel
reservations at least one month in advance.

83. What does this information
mean?
Better stories, full of inspiration, and created with you
in mind.
“Made toorder”

84. Sports
Champions 2017: the
most expensive
final
• $326 pernight
• 35% < Santa Clara, CA
(2016)
• 15% < Phoenix, AZ(2015)
Going to the Super Bowl
costs
less than youthink
• $866 pernight
• 291% > Final Euro Cup
‘16
• 183% > Final World Cup
´14

85. Concerts/Events
Coachella: Hotels increase
their prices by
168%
• $462 pernight
• 168% > weekend prior
• 273% > Mexico’s Corona
Capital
The Houston Rodeo is one
of the most affordable
events in Texas
• $145 pernight
• 13% < Texas State Fair
• 48% < South by
Southwest

86. Hispanic Content
Dominican Republic
celebrates
“Mes de la Patria”
• $97 pernight
• + 76% searches in the US (vs.
2016)
• 8% cheaper in 2017
• -16% in New York (May vs.
Sept.)
• - 8% in Dallas (May vs. Sept.)
• + 11% in Houston (May vs.
Sept.)
Is it cheaper to travel on
May
5th or September 16th?

88. Audience Profile
500
k
monthly
users
35-5
4
years old
5m
Facebook
followers

89. Hispanic Destinations in theUS
Grab A Taste OfCuba
In Miami
Best California
Wineries ToVisit
With Kids
Wild West Texas
Roadtrip

90. Family-Friendly Resorts
in Cancún and Playa
del Carmen
How to Experience
The Best of Puerto
Rico on A Budget
Latin AmericanDestinations
Fabulously Family-
Friendly Punta Cana
Resorts

91. Using our information to supplement youreditorial
content.
Sharing data on the press releases wecreate.
Asking us for specific information togenerate
statistical data. Mutual mentions on social media for
greater reach.
How can wecollaborate?

92. Content that is useful, different,
and
interesting.
We want to help you.

93. Manuel Delgado
Public Relations
Spanish Communications
US
manuel.delgado@trivago.c
om
Questions
?

95. 'Viajero Inteligente' Business Traveler
Award
Individual business travelers,
including journalists, as well as
companies. The nominees explain
why and how traveling to Latin
America has substantially helped
them to get new ideas/perspectives
to grow personally and in business.

96. The FinalistsAre
• Las Travel Blogueras, Travel Influencers and Globe
Trotters
• Sandra Cires Art, YouTube Influencer
• Traveling with Gaby, Online Influencer
• Myriam Marquez, Executive Editor El Nuevo Herald
• Ignacio Cassinelli, Social Media Maven and Soccer
Expert
• Yined Ramirez, Journalist and Blogger
• Layla Caballero, Media Executive
• Ian Mader, Associated Press News Editor

97. The Winner Is

98. Sandra Cires Art