Objective:
Develop and execute a culturally relevant, editorially-driven consumer event with sponsorship opportunities for brands to connect authentically with Hispanic Adults.

Strategy:
Partnered with Latin museums around the country, inviting readers to the museums to celebrate Day of the Dead with Siempre Mujer and our sponsors. The annual events took place at Museo del Barrio in NY, MOLAA in Los Angeles, and the National Museum of Mexican Art in Chicago. 

• Pre-Promotion: 

• Cross-media ad campaign encouraged consumers to book their tickets

• PR strategy maximized event awareness and engagement in each market

• Sponsorships: 

• Custom marketing programs were created and sold to Herdez, Tequila Herradura, Korbel, Nissan, Mexico Tourism Board, Delta, P&G Orgullosa, Nestlé Pure Life, El Jimador, Ancestry.com, McCafé, UN Women, and Veuve Clicquot

• Sponsorships included print, digital, and onsite experiential elements, which enabled brand partners to connect authentically with audiences 

• Post-Promotion:

• Print and digital recaps

• Press

Results:

• Raised over $500K for the museum cultural programs

• Secured twelve new advertisers and over $2M in sponsorship dollars

• Generated 2.3B+ media impressions

• 500-1,000 attendees per event