The world is finally recognizing that the time has come to connect to Hispanics in the U.S. and all over the globe. Last September, President Obama proclaimed September 15 through October 15, 2009, as National Hispanic Heritage Month, and called upon public officials, educators, librarians, and all the people of the United States to observe this month with ceremonies, activities, and programs by Public Law 100-402. A huge, televised “Fiesta Latina” followed on October 13 where Hispanic celebrities gathered to sing and dance with the President and his family on the White House’s South Lawn. Also on October 2nd, Brazil won one of the most difficult international bids—to be an Olympic host city. Rio will be the first South American city to host the Olympics games in 2016. As part of their presentation, the Brazilian’s showed a graphic of the world to the Olympic Commitee in Denmark, and marked all the places that have held the Olympics. South America was glaringly bare—a great tactic to make a valid point. Their use of the masterly produced video, “Live your passion” (shown above), out-shined the clips of other country’s bids, including Tokyo, Spain and yes, even the USA. Brazilians, and all the Latinos, will be the center of attention during the highly expected Olympic games in 2016, and marketers are starting to talk about ways to win the hearts of the Latinos here in the U.S. in the years to come, as Latinos will be 15% of the total U.S. population. Perhaps it’s time to let STA’s Latin market division, LatinLink, help you connect to the Hispanic market.
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