case studies

Experience Music Project

trend watch

Objectives
EMP (Experience Music Project, a.k.a, the Jimi Hendrix Museum) needed to increase revenue and increase Latino community memberships by a minimum of 5%. To reach their goals, EMP asked our team to deliver a multicultural marketing campaign that would target Seattle’s Hispanic community, create media buzz and draw a crowd to fill EMP’s Sky Church.

Strategies
Planning a spring 2003 salsa dance and concert for the Sky Church, our use of grassroots strategies to engage the local Latino community generated significant impressions via media and online promotion. Hispanic News and La Voz community newspapers featured the event, with follow-up stories appearing in other Hispanic media. Ad buys in entertainment guides and newspapers and Hispanic radio promotions raised awareness.

Results
More than 400 Latin music lovers turned out to dance to the beat of Latin Expression, the 12-piece salsa ensemble, and Grammy award-winning salsa romantica singer Lalo Rodriguez and his big band. In the crowd were nearly 80 corporate and community VIPs and a host of sponsors, including Bacardi, Radio Sol 1360 AM, Multi-lingual Books, Buena Vista Travel, Lucca Publications, and Mojito Cafe.

Trends 2009

Like most Americans (68%), African Americans are most likely to travel for pleasure (64%) and visit family and friends (41%).
Rental cars are used as the primary mode of transportation by seven percent of Hispanic travelers – more than twice as much as overall travel (3%).
Vacationing at a spa or specialty resort has become the preferred destination for 3 out of 5 African American empty-nesters – spa selection influenced primarily on a friend’s recommendation.