ATLANTA: Delta Air Lines has named RL Public Relations + Marketing its Hispanic AOR.
The agency will manage Delta's US Hispanic news bureau and be responsible for promoting the airline's marketing activities to the Hispanic market.
Carlos Santos, regional manager of corporate communications for Latin America, Caribbean and US Hispanic at Delta, said targeting US Hispanics is critical as the airline prepares to exit Chapter 11.
"RLPR and the US Hispanic market are tightly connected to our efforts and expansion throughout Latin America," he added.
Edelman was brought on as Hispanic AOR in early 2006. Santos declined to comment on why that relationship lasted less than a year.
Santos said RLPR has already started to work on the account. "In a week's time they had some minor, but very good placements in the Hispanic media," Santos said. "There's a lot happening at Delta, so they needed to roll up their sleeves and start working right away."
Roxana Lissa, CEO of RLPR, said she will lead the account for the "time being" and that it will be run out of RLPR's offices in New York and Los Angeles.
RLPR will work with Delta's 14 agencies in South and Central America as well as its general market agencies in the US. Delta is in the final stages of selecting new agencies for the Dominican Republic and Puerto Rico.
Santos would not comment on length or billings of the contract.