On December 20, hundreds of soccer fans and families in the Los Angeles area came out to support local amateur teams competing in “Copa Chevy” hosted by Chevrolet and the Carson Soccer League. Teams from all over the city competed during two weekends of play, with the final competition held at Dolphin Park in Carson, California. This promotion sought to connect Chevy with Latino consumers through one of their favorite pastimes. Three new Chevrolet vehicles – Silverado Hybrid, Equinox and Camaro SS – were on location for players, families and fans to interact with.
After taking it for a spin, I would have to say my favorite was the Camaro SS. Let’s just say 6.2L V8 mated with a six-speed manual…very sweet indeed! Pero of course a las mamás les encantó el Equinox: room, luxury and looks was their pitch to other ladies checking it out. Equally attracting consumers was the Silverado Hybrid, with its powerful engine, towing capacity and estimated 22 MPG, Chevy definitely offers something for everyone. Stunning cars, beautiful weather and non-stop action made Copa Chevy one to remember!
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December 22nd, 2009
| Posted by: Daniel Navarro
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Last week, New York City was buzzing with the 10th anniversary of the New York International Latino Film Festival. On opening night, the festival’s founder, Dominican/Puerto Rican/New Yorker, Calixto Chinchilla, explained how his dream started with the desire to provide a forum to showcase the richness and capacity of Latino cinema. That first year, the festival was held in a little room, over a cuchifrito, with some VHS tapes, and folding chairs filled with eager supporters of his dream. Now 10 years later, he’s screening the films of big name artists such as Benjamin Bratt, Andy Garcia, Vin Diesel, and John Leguizamo, while holding panel discussions, such as “Latinos in America” with the presence of influencers Soledad O’Brien, Rosie Perez, Luis Guzman and Lauren Velez. The five-day festival has countless of other Latino actors, screenwriters, directors, and producers, who have names yet to be discovered, but who have graced the festival with their talent, honor, pride, instinct, flair, creativity, and love for film, and our culture.
My favorite film was screened on Dominican Night, one of the festival’s most popular night and was written and directed by East LA’s own Cruz Angeles, but set in Brooklyn. It’s a teenage love story between a boy from a Mexican immigrant family, and a girl from Dominican parents. For me it exemplified the richness, commonality, and differences in our culture. If you have a chance to ever catch it, it’s a great movie. Over 125 films, shorts, documentaries and panels were part of Calixto’s dream this 10th year around. And he was beside himself. The cuchifrito place was gone, but the supporters and love for Latino film were still there, and will still be there for years to come.
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August 13th, 2009
| Posted by: Sheila Ilundain
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On July 23, Nintendo transformed Times Square into a full-scale resort, equipped with palm trees, a pool, 50 tons of sand, steel-drum band, lounge chairs and of course piña-coladas! The Axis Agency was there to help them reach the Hispanic consumer for the launch of Nintendo’s hottest game this summer, Wii Sports Resort.
Thousands of New Yorkers and tourists got their feet sandy and tested out the game in the middle of Military Island. Wii Sports Resort lets players enjoy twelve different resort-themed activities, which include archery, jet-skiing, sword fighting and basketball! The games come with multiple levels and activities, making it possible for any gamer to adapt. The addition of a new accessory, the Wii MotionPlus offers advanced precision, which allows users to experience the Wii like never before.
The Axis Agency aided Nintendo with securing significant media coverage in the Hispanic market. El Gordo y La Flaca, Escandalo TV, Despierta America, EFE, La Alcancia, Mira magazine and Dulce all enjoyed the tropical getaway in the middle of America’s busiest city. Even celebrity, Anais, paid a visit to join in the fun!
Wii Sports Resort can bring a vacation getaway straight to anyone’s living room! So if you’re interested in an economical vacation, active workout and family fun don’t hesitate to buy your one-way ticket for the entire familia to Wuhu Island today.
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August 13th, 2009
| Posted by: Vanessa Vera
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Recently ESPN aired a movie documenting the life of the great cuban pitcher Luis Tiant. The film chronicles Tiant’s arrival on Cuban soil for the first time in 46 years. Its occasional tearjerking scenes notwithstanding, The Lost Son of Havana is really a baseball lover’s movie with great insight into one of the greatest pitchers in MLB History. Definitely one of the best movies I’ve seen in recent memory.
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August 12th, 2009
| Posted by: Jaime Botello
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This past June, The Axis Agency participated in the 2009 E3 trade show, the world’s premiere trade show for computer and video games and related products. By inviting Hispanic media to the NOA briefing, providing personal booth tours, and coordinating interviews with NOA executives the Nintendo team was able to secure great media coverage which included Ritmo Deportivo (Telemundo National show) and SiTV.
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August 10th, 2009
| Posted by: Jaime Botello
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U.S. Hispanics rate products significantly higher than Non-Hispanics based on Culture Alone
Hispanics, especially those who are more recent arrivals, give higher ratings in product surveys than their non-Hispanic counterparts, according to a study designed by Jeffry Savitz, President of Savitz Research Companies and Professor of Marketing Research at the University of North Texas. The study found that Hispanics rate products higher than what they may actually feel. In the study, Hispanics and non-Hispanics were asked to assign a numeric value to five rating labels using a scale of 0-100 with 100 being the best. The rating labels, “Excellent,” “Very good,” “Good,” “Neither Good nor Poor” and “Poor” are common in survey research. Hispanics consistently gave higher marks than their non-Hispanic counterparts to each label except “poor.” The average difference was 5.9 making it statistically significant.
In this landmark study, Professor Jeffry Savitz a graduate of Columbia University, found that Hispanics rated Tylenol 85.7, significantly higher than non-Hispanics at 80.6 implying Hispanics favor the brand. However, after the adjustment of 5.9 points, the ratings were at parity. Among cellular providers, ratings of Verizon, 65.4 and 68.1, were similar. After the adjustment was applied, however, the ratings indicated that Hispanics do not like this provider nearly as much, 59.5 versus 68.1. In the soft drink category, Hispanics rated Fanta 80.0 versus non-Hispanics at 57.6, a highly significant difference. Even after the adjustment the result was still significant implying Hispanics are more favorable toward Fanta.
The results of the study have significant implications on multicultural advertising and marketing as well as which products and services should be offered to Hispanics. “This study finally sheds light on the reason some Hispanic research ends up with faulty conclusions or results. This ‘cultural lift’ must be taken into account,” says Juan Faura, author of two books on Hispanic marketing. “Hispanics are taught from an early age that it is in poor taste or inappropriate to openly criticize or berate when asked their opinions.” Savitz says, “The article discusses levels of acculturation, consumption of Hispanic media and country of origin, but more research is needed to measure the effect of the ‘cultural lift’ on various categories and other factors.”
Hispanicad.com
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July 14th, 2009
| Posted by: Armando Azarloza
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June 12th, 2009
| Posted by: Armando Azarloza
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PRSA published a terrific piece on social media access at work. Check it out at:
http://prsay.prsa.org/index.php/2009/06/05/why-pr-pros-need-access-to-social-media-at-work/
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June 10th, 2009
| Posted by: Al Quintana
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I recently had the opportunity to work on the Caress Skinwear Launch for the Hispanic market which included a media tour w/ Colombian pop sensation Fanny Lu and celebrity stylist, Rocco. They were @ Rocco Donna salon on SoBe to give out hot fashion tips which prove that your skin is the ultimate fashion accessory. I had a blast working on this launch with my team as one of my many tasks was picking out cute outfits for the set - and for Fanny Lu! We also built an entire closet from scratch so I’m adding both stylist and carpenter to my resume. It was a fantastic team effort and we pulled some great media coverage.Here are some of their tips for this summer to make sure your skin is looking glam and even-toned…
Look smokin’ on a hot date! 
*A halter, sleeveless or cap-sleeved dress is a perfect date look. Be flirty and show off a low-cut neckline.*Punch up the look with one bold accessory…an eye-catching cocktail ring or layered necklaces will make a statement.
Go off the shoulder!*Want to look sophisticated, but with an edge? For your next night out, rock the one-shoulder look in either a hot dress or a flirty top. *Leave the accessories at home. Aside from earrings, keep the look simple. Tousled or “messy” hair will complete the look perfectly.
Sparkle in jewel tones! *For a special occasion this season, choose a dress or gown in a jewel-inspired color, and shimmer in deep purple, garnet, emerald or sapphire.*Complete the look and feel regal in ruby, sapphire or amethyst jewels. For simple elegance, wear diamond stud earrings—even if they’re faux.
Time to wear shorts! 
*Bring on the fun in the sun, put on a pair of classic summer shorts. For a more casual style, wear long and bright shorts, and for a more elegant and summer-type look, wear short shorts with a colorful blouse. *Play up your look with a pair of 4-inch heels or platform shoes, a fabulous thick belt or a cute cardigan with lots of color!
For more tips check out www.caressyourstyle.com. And the next time you’re at the drug store, pick up the new Evenly Gorgeous Exfoliating Body Wash from Caress… even your honey will think you smell delicioso!
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May 29th, 2009
| Posted by: Stephanie Camargo
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