MIAMI: Well-known among kid consumers, but as puzzling to many adults and journalists as the latest video game, Nintendo Latin America will launch its first PR campaign to heighten product awareness among consumer and trade press.
The push, the first from new Miami Beach-based agency The Sharlach Group, will target journalists - and their kids - in Argentina, Brazil, Chile, and Mexico.
The products being introduced are Game Boy Color, and Legend of Zelda: Ocarina of Time, the latest version in the popular Zelda series.
The debut will strengthen Nintendo's presence in Latin America, said Mark Stockdale, vice president of marketing communications at Nintendo, which handles its marketing efforts out of the corporate offices in Redmond, Washington.
'As in the United States, our games have an affinity base with our customers,' added Stockdale. 'We are an expression of what children nowadays have as a lifestyle, like a credit card talks about the adult who carries it.' That position, he said, would be reflected in the public relations program.
'There are kids out there who know more than we do,' said Joel Perez, Sharlach vice
president. 'Officially, Nintendo has never been introduced to the media in Latin America. We want to plant the seed.'
Like other client public relations efforts from Sharlach, strategic development will be handled from the US, while staffers in the Latin American countries will handle implementation. In Chile, the only country of the four with no Sharlach staff, work will be handled by HiLinks in Santiago.
'That's the cost-effective formula,' added Perez.