Because food plays a large part in the holiday, Maseca, a brand of corn flour made by Azteca Milling, saw a natural fit in sponsoring a related event at the Children's Museum in Houston, which features an exhibit on the Mexican town Yalalag.
Maseca is usually used to make corn tortillas, but its maker hopes to promote it further. Azteca called upon Lopez Negrete to promote how Maseca fit with holiday traditions, such as pan de muerto, or "bread of the dead."
"In a teaching environment where kids and moms are a captive audience, key product messages [could be] delivered in a fun, interactive manner," says Pio del Castillo, Lopez Negrete account supervisor.
To draw media interest, the PR team issued press releases, coordinated media meet and greets, and did other outreach with local media. At the museum, Maseca representatives gave out free samples to visitors.
With the event "split" into both morning and evening events, media coverage in the morning - typically a more quiet time - drew additional attendees at night. Activities at the exhibit included presentations on recipes that involved the use of corn flour.
About 2,500 visitors came to the event, which is sizeable for the museum for a Thursday, says Henry Yau, a PR associate with the museum. Media coverage included five TV and two radio stations and four print publications, generating a total of more than 3 million impressions. "The event was one of the most covered of any we've done since I joined the museum," he adds.
Maseca will continue to sponsor similar events celebrating Hispanic holidays at the museum.
PR team: Azteca Milling (Irving, TX), Children's Museum of Houston, and Lopez Negrete (Houston)
Campaign: Maseca at the Children's Museum, El Dia de los Muertos
Duration: October-November 1, 2007