GENERAL MILLS: is expanding its outreach to Hispanics with a yearlong partnership with Spanish-language TV network the Univision Network. Karla Martinez, co-host of Univision’s “Wake-Up America” morning show will star in 30-second vignettes that will air nationwide over the next year. Each will offer cooking- and nutrition-related tips for 14 General Mills brands. The company already publishes a quarterly Spanish-language women’s magazine, Que Rica Vida (“What a Good Life”) and houses content on its Web site, which are part of an ongoing Hispanic marketing effort of the same name. The magazine is sent via direct mail and is available in stores and at community-based venues. Next year, a condensed version will also be distributed to more than 600,000 households as an FSI in various newspapers nationwide.
AMERICAN AIRLINES: has teamed up with MasterCard to launch a sweepstakes offering the chance to win a trip to Milan, Italy. People can enter the “Flight to Fashion Sweepstakes” who book travel using a MasterCard card and use the promotion code AACOMWOMEN. Visitors can also enter at www.aa.com/flighttofashion. The grand-prize winner will win a trip for two to Milan during Fashion Week in February, a three-night hotel stay, front-row seats at a fashion show and a $10,000 pre-paid MasterCard. Online marketing supports the promotion.
