Alvaro Valeriani


At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

 What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

What we’ve got to do is build content around our players, give them a voice.

The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

Portada Presents Its Travel Marketing Board of Senior Brand Execs. Their input will drive Portada’s content and networking platform.

Trip Barrett, a Global Brand Management and Business Development Leader with extensive experience in Hospitality, E-Commerce, and Entertainment Industries, will chair Portada’s expanded Travel Marketing Board, consisting of Senior- level Marketing Executives from leading companies across the Hospitality / Travel industries. He has lived in 9 countries on 4 continents and is an avid traveler who still gets that sense of excitement before beginning each trip. The first Travel Marketing Board in-person meeting will take place during Portada Miami (April 18-19, 2018, EAST Miami Hotel). 

The group of senior travel marketing executives who are very passionate about the hospitality and travel industries throughout the Americas includes:

Jennifer Adams, MD, Integrated Marketing, American Airlines
Ricardo Casco, VP, International Sales, Avis Budget Group
Pablo Chiozza, SVP, USA, Canada & Caribbean, Latam Airlines Group
Roberto Muñoz, VP, Strategic Partnerships and Loyalty, Aeromexico
José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
Ángel de la Tijera V, Top Accounts Commercial Head Mexico & Latin America, American Express
Álvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, Hyatt Hotels Corporation
Alan Duggan, Regional Vice President Business Development The Americas, Meliá Hotels International

Additional senior members of this invitation-only community of senior travel marketing executives will be announced soon.

Most Travel Marketing Board members will be available for one-on-one meetings with Premium Level ticket attendees of Portada Miami on April 18-19.

To find out more about how Portada’s content and relationship platform can help your brand, please contact Portada Sales Manager Isabel Ojeda.

Major brand marketers and innovators will gather at the tenth annual edition of Portada Miami in the Hotel EAST on April 18 and 19 to discuss topics like Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs.

To ready the discussion for Portada Miami, Portada’s Chair of the Travel Marketing Board Trip Barret wrote the article below on 4 Ways Airlines Can Learn From Major Retail Brands.

What: With Amazon’s launch of Amazon Go a “first” in the Retail Industry, we look back at another game-changing ‘first’ in the airline industry: the introduction of the first 747 by Pan Am.
Why it matters: Both the Airline and Retail Industries are having to reinvent themselves continuously to be both profitable as well as the preferred choice of  consumers. Looking at how Amazon  vs  the Airlines build their Consumer / Brand relationships, we can see which efforts  bring more “value” into that relationship and, ultimately bottom line.


The news came out on January 22nd that Amazon had officially launched Amazon Go, widely believed to be the next transformative, and arguably disruptive step in the retail industry. This reminded me of a similar, widely heralded launch on January 22nd, in 1970, by Pan Am: the Boeing 747. The introduction of that flight greatly expanded air travel throughout the world, allowing lower fares and more non-stop flights over longer distances.

Related imageWhile the Airline and Retail Industries may have more perceived differences than similarities, the visions of Pan Am’s Juan Trippe and Amazon’s Jeff Bezos to make their globally-recognized companies bigger, bolder, and more ready to reach everywhere, are certainly in lockstep. But, unlike Pan Am, long recognized as a trailblazer faded into the history books of Iconic Brands, Amazon continues to generate increased demand and loyalty from its core customers, while creating new opportunities to bring new customers into the fold. In this article, I outline the main ways airlines can learn from the successful efforts Amazon has introduced.

1. The Classic 4 P’s: Product, Price, Promotion, and Place

The Airline Industry today is certainly much different from the glory days of Pan Am —passengers are a commodity, customer loyalty has dwindled as loyalty programs are devalued, aircrafts are likened to real estate (pitch vs profit), and while progress has been made in employee / management relations, the overall customer service “guest experience” still has a long way to go.

Looking at the Airline Industry through the lens of Jerome McCarthy’s Marketing Mix of the 4PsProduct, Price, Promotion, and Place, it is easy to conclude that most US Airlines have executed well against this model (and should continue to do so). In fact, you could even say that two additional P’s have been added successfully to the mix: Performance (load-factors, scheduling, fuel efficiency) and Profit (especially in ancillary fees).

Airlines have managed to add two additional P’s to the mix: Performance and Profit.

Airlines are increasingly investing in newer aircraft models (Product) and consumers have even more fare options, thanks to the introduction of “Basic Economy” (Price). In today’s Digital World, messaging, targeting and multiple offer options are available (Promotion), and given the consolidation of the Legacy Carriers as well as the growth of Low-Cost and Ultra Low-Cost Carriers, more and more destinations are being served by giving consumers more options (Place).

2. More P’s to Take Into Account

However, in the process of getting the 4 P’s right, the Consumer / Brand relationship has been increasingly overlooked, and it contributes a great deal to the long-term success of a company. In this context, two more P’s should be considered: ‘Persona’ (how the consumer feels about his or her ‘relationship’ with the brand, about its stance on social issues and employee relations, and how well he or she is treated), and ‘Preference’ (the consumer’s commitment / loyalty to the brand and vice versa).

If you take care of [your employees], they’ll take care of your costumers.
Bette Nash is the oldest working flight-attendant, with over 60 years of service at American Airlines.

Videos and social media postings of on-board interactions between flight crew and passengers are as disturbing as seeing uniformed crew members picketing for new contracts; and  these can impact a customer’s perception and choices. As Bill Marriott learned from his father, and still incorporates  at Marriott, “If you take care of them (employees), they’ll take care of your customers and the customers will keep coming back again and again.” American Airlines recently celebrated Bette Nash’s 60th anniversary as a Flight Attendant; when interviewed, Bette revealed the ‘secret’ of how a Brand can successfully engage the ‘Persona’ point: “I love my people. I know my customers. I know what they want. The airline thinks names are important, but I think people’s needs are very important. Everybody wants a little love.”

The airline thinks names are important, but I think people’s needs are very important. Everybody wants a little love.

The second P, Preference, has really seen major changes in the last few years as the Airline Industry has massively changed their loyalty programs (devaluing miles, increasing award level pricing, adding minimum spend requirements, and fare-based vs distance-based mileage earnings) while trying to convince their loyal flyers that it is in their best interest. However, there is an inherent flaw in this approach: with almost all airlines, travelers must re-qualify their status each year to continue to be ‘appreciated and valued’ by the Airline. If the traveler’s business with the Airline reduces in a given year, the ‘love’ or status returned will also diminish—which then begins a downward spiral of the overall relationship between consumer and brand.

3. All Relationships Need a True Purpose

This yearly ‘dance’ reminds me of a poem by an unknown author which outlines the 3 types of friendships: 1) Friends for a Reason (to meet a need, but ends once that is accomplished), 2) Friends for a Season (to grow and seek new experiences which bring great joy, but are also of limited duration), and 3) Friends for Life (indefinite relationships built upon emotions and commonly shared experiences.) By applying these concepts to Consumer / Brand relationships, my assumption would be that a majority of the relationships consumers have with brands would fall into the “Reason” or “Season” categories, with few falling into the “Life” category.

[A buyer’s] decision may fall into the ‘Brand for a Reason’ category, more so by accident than by design.

Given the transparency of the digital world, the airline and hospitality industries, in general, fit squarely into this analogy. For the infrequent, or price-sensitive traveler who will most likely seek out options via the web on Expedia, Priceline or Kayak vs checking with an individual airline, his or her decision falls into the “Brand for a Reason” category —which may be a one-time occurrence or may happen again—, more so by accident than by design or conscious choice.

Road warriors will maximize their efforts to concentrate their business with one carrier in order to achieve the ever-elusive elite status. These travelers fall into the “Brand for a Season” category—and while they make the best of it during the high-travel years, they ultimately know (or come to realize) that the relationship won’t last forever and ultimately they will part ways with the Brand (unless they are in the small group of Ultra Road Warriors who manage to earn one of the “Status for Life” Elite levels.)

Then there are those consumers who do establish a relationship with a brand, perhaps first through the original 4P’s of marketing. As they mature, they find the brand also satisfies and delivers on their Persona and Preference expectations—they’ve entered the “Brand for Life” category.

4. Taking a page from Amazon’s book

Having consumers enter the “Brand for Life” category is a huge accomplishment for an Airline, or for any industry, and it is exactly what Jeff Bezos and Amazon have accomplished. From its inception, Amazon’s mission and vision have been “To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online, ” and it has delivered on that since day one. The Four P’s of Marketing-Check. Performance-Check. Profit-check out the stock price!. So how about Persona and Preference?

Customers are all treated equally well—whether a Prime Member or the occasional shopper. As it expands, Amazon continues to emphasize increasing its knowledge of its customers, while simplifying their lives as well as their purchasing decisions. It has grown from selling books, music, and videos, to bringing unlimited options to their customers across multiple touch-points—from consumer goods to groceries, to technology, to streaming content. Preference-Check. As Amazon narrows its search for its second headquarters (which will add new employment opportunities) and progresses with its newly announced efforts with Berkshire-Hathaway and JP Morgan to address employee health care costs/needs, it continues to show its leadership and vision for planning for the future, further endearing itself to its consumers, who have come to expect remarkable things from the company. Persona-Check.

And so, January 22nd stands out as a significant date for two Iconic Brands albeit nearly 50 years apart: the launch of the first scheduled 747 flight, recalling Pan Am, the Airline that transformed the way the world travels, and the launch of Amazon Go, Amazon’s next step in meeting and exceeding its customers’ needs and expectations, and impacting the retail industry into the foreseeable future. The Airlines are much better positioned for success than Pan Am, but the true measure will be whether they can develop the strong Consumer / Brand Relationship with its customers the way Amazon does on an ongoing basis.

Trip Barrett is head of Travel Marketing Content and chairs the Portada’s Travel Marketing Board, including top-notch executives from the Travel Industry like Jennifer Adams [MD-Integrated Marketing, American Airlines], Ricardo Casco [Global Sales & Integrated Marketing, Avis Budget Group], Pablo Chiozza [SVP USA, Canada & Caribbean, ‎Latam Airlines], Alan Duggan [Regional VP Business Development, The Americas, ‎Meliá Hotels], Roberto Muñoz [VP, Strategic Partnerships & Loyalty, Aeromexico], José Luis Pérez [Head, Marketing Performance, Volaris] , Luis Perillo [VP, Sales & Marketing, Caribbean & Latin America, Hilton], Ángel de la Tijera [Top Accounts Commercial Head Mexico & Latin America, ‎American Express], and Alvaro Valeriani [Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels]. This board, as well as the other Portada councils, will meet at PORTADA MIAMI, on 18-19 April. Click here to save your spot!


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