McDonald's broadens Hispanic outreach with traveling 'Fiesta'

McDonald's is extending its Hispanic outreach with the Fiesta Tour, a traveling exhibit with Latin music artifacts. The tour will visit cities before and after the November 13 Latin Grammy Awards in Houston. "One of the things we know about our Hispanic customers is that music is one of their passion areas," said Cristina Alfaro, manager of US Communications for McDonald's.

Objective: McDonald's is extending its Hispanic outreach with the Fiesta Tour, a traveling exhibit with Latin music artifacts. The tour will visit cities before and after the November 13 Latin Grammy Awards in Houston. “One of the things we know about our Hispanic customers is that music is one of their passion areas,” said Cristina Alfaro, manager of US Communications for McDonald's.

Idea: As a sponsor of the Latin Grammys, McDonald's wanted to tie in its experiential tour with other events leading up to the awards. This year the exhibit will visit Chicago, Miami, Los Angeles, and Dallas, where Latin Grammy Street Parties and the Latin Grammy in the Schools program will also take place. McDonald's plans to extend the tour to other cities through the end of 2009, Alfaro added.

Tools: Working with Valencia Perez & Echeveste PR (VPE), the main PR agency involved with its Hispanic outreach, McDonald's is “leveraging the school visits to invite media to interview artists and take a look at the exhibit,” Alfaro said. VPE and local marketing partners will also help with regional media outreach, while McDonald's is encouraging consumers to visit its Hispanic Web site, MeEncanta.com.

Measurement: In addition to tracking visitors to the exhibit, media impressions, and Web site page views, “We're doing some qualitative research in the schools to find out what the students thought about the exhibit,” Alfaro said. “So we'll get a little of everything: qualitative, quantitative, media impressions, and the Web.”

Company: McDonald's

Campaign:
Fiesta Tour McDonald's Music Experience

PR Team: Valencia Perez & Echeveste PR

Launch: September 28

Budget: Undisclosed

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