Hispanic expo taps agencies

WASHINGTON: The US Hispanic Chamber of Commerce (USHCC) has hired the Mendoza Group and Ketchum as its PR and marketing agencies for the organization's 27th Annual National Convention & Business Expo, to be held September 20 to 23 in Philadelphia. The value of the contracts was not disclosed.

WASHINGTON: The US Hispanic Chamber of Commerce (USHCC) has hired the Mendoza Group and Ketchum as its PR and marketing agencies for the organization's 27th Annual National Convention & Business Expo, to be held September 20 to 23 in Philadelphia. The value of the contracts was not disclosed.

Philadelphia-based Mendoza Group will focus on promoting the conference to Hispanic entrepreneurs, community groups, and the general public in New York, Pennsylvania, New Jersey and Delaware. Ketchum will oversee national media and business outreach to pique the interest of corporations looking to tap into the Hispanic market's buying power. 

The convention, with more than 200 exhibitors and more than 3,500 attendees expected, aims to bring together corporate executives, government officials, and other businesses and organizations interested in working with prospective or existing Hispanic entrepreneurs. They, in turn, can learn about government contracts, financing opportunities, and other aspects of doing business. 

"The goal of the convention is for Hispanic business leaders to really network and make deals," noted Guillermo Meneses, USHCC VP for communications and PR.  USHCC has made an effort to acquire strong local PR representation.

Austin, TX-based Estrada Communications handled PR for the 25th and 26th conventions, held in Texas and Milwaukee, respectively. The USHCC did not locate a suitable Latino-based media marketing agency in Milwaukee, so it continued its relationship with Estrada last year.  

The USHCC sent an RFP out in late April, seeking a firm or firms to truly exploit the local Philadelphia angle, Meneses said. 

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