Mexican Retail Chain Hires Shops for L.A. Entry | Adweek
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Mexican Retail Chain Hires Shops for L.A. Entry

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LOS ANGELES El Puerto de Liverpool, owner of high-end department stores in Mexico, has hired three agencies to handle the promotions, public relations and Web site chores for the rollout of its new mail-order service targeting Mexican Americans.

The service, branded Entrega Directa, lets Mexicans living in the U.S. buy items from the company's department stores for delivery to family members in Mexico. The company will run radio, television and transit ads by Pasadena, Calif.-based independent agency La Gente de RLR in the metro Los Angeles area.

In late April and early May, the company will distribute 700,000 Spanish-language brochures featuring appliances such as refrigerators, stoves, and washers and dryers, said Ignacio Aguirrano, manager of long-distance sales for Liverpool.

The company began an account review in August, and selected three shops from a group of eight contenders at the end of the month. The agencies began work in January after several months of focus groups and research conducted in greater Los Angeles.

"We needed to start the campaign right away," said Aguirrano, who is heading up the effort. "We have two agencies in Mexico, but we decided that we needed some agencies that know the U.S. Hispanic market."

San Diego-based Captura designed a Web site for the new brand, www.liverpoolentregadirecta.com, in the store's signature pink color. A phone line (866-569-3011) also went live this week. The retailer put a heavy emphasis on using a call center in Mexico staffed by Mexicans to tap the emotional side of the buys, Aguirrano said.

"There are two major communications: one is rational and it is Entrega Directa, with the focus on the direct to your family or friends' doorsteps," Aguirrano said. The tagline: "Llevamos tu carino a Mexico" ("We will deliver your caring to Mexico").

The campaign also has an aspirational aspect.

"In Mexico, Liverpool is oriented to a high-level, upper-end consumer," said Aguirrano. "People in the U.S. are now able to buy from us because they have improved their income and their standard of living, and they are going to be able to share."

Trone Public Relations in High Point, N.C., is handling publicity chores.