MERCADEO Versión en español
Percy Bustos of LatinWorks: #LoveTravels uses storytelling to get closer to our audience
Manuela Walfenzao| 26 de agosto de 2015
Bustos: Estas son historias reales de personas que se dedican a explorar sus pasiones, mientras empoderan a la comunidad hispana
LatinWorks, award-winning, full-service cultural branding firm, launched the most recent Marriott Hotels campaign for Hispanic market: #LoveTravels. Account director, Carina Aldarete, and creative director, Percy Bustos, developed the idea and talked to PRODU about the storytelling experience that celebrates the multicultural roots of Latinos. Using Hispanic influencers testimonies, they talk about the experience of a generation that feels they are part of a world of “ands”. “These are people that eat fideos and hamburgers, watch a novela in Spanish and are completely American at their jobs” Aldarete said. “When enrolling in the project we did a deep research to find out whom are those Hispanic travelers targeted by Marriott. We discovered they are seamless bilingual, half are female and feel proud to be Latinos”. Video protagonists are: Diane Guerrero, a human rights defender Colombian/American; Diego Boneta,Mexican/American actor, and Boyce Avenue, an American rock band of three Puerto Rican/American brothers. Each talk about their experiences as world citizens and how they have strengthened their careers thanks to their roots. “We used storytelling because is a way to get closer to our audience, and also to tell real stories of people dedicated to explore their passions with a warm approach, while empowering the Hispanic community” Bustos said. #LoveTravels aims Hispanic millennials and is one of the first campaigns for Latinos launched totally in English. Despite its recent release, results have been amazing according to the team.
