ANN ARBOR, MI: Domino's Pizza has selected RL Public Relations (RLPR) as its first Hispanic AOR.
The agency will support the pizza-delivery chain's national and local PR outreach, including media and community relations, and assist marketing efforts and product launches. The agency, which will manage the account from its New York office, will also provide strategic counsel for digital consumer engagement.
Chris Brandon, manager of PR and events at Domino's, declined to comment on specifics about RLPR's selection, but he did say the company "took a look at who was out there, and talked to people."
Domino's in-house team handles its general PR and social media strategy. The brand had worked with Washington-based New Media Strategies until 2010.
The pizza-delivery brand has stepped up its Hispanic marketing efforts over the past 18 months, added Brandon.
“We didn't want to just sit there and watch [the Domino's marketing team] do their part," he said. "We wanted to do our part as well…This is just one way that we can open up to a new audience and have a stronger relationship with this audience from a PR standpoint."
RLPR began account work, including a recent “meeting of the minds" at Domino's headquarters and the development of media lists and strategies, on October 1, said Melissa Smith, EVP of RLPR. Budget was not disclosed.
"It's always really exciting for us to be working with a brand that is new to this Hispanic PR world, because that usually comes with a lot of excitement and energy," Smith continued. "They've been really supportive and open-minded."
Earlier this month, Domino's partnered with the National Fire Protection Association for a pizza-giveaway program, which included social media, to promote its annual fall fire-safety program.