Walt Disney World has invited three shops to make final presentations for a planned Hispanic marketing initiative involving its Florida theme parks.
Sources identified Bromley, Aguilar & Associates, San Antonio; del Rivero Messianu, Coral Gables, Fla.; and Leo Burnett Hispanic, Chicago, as the three finalists.
Reggie Whitehead, vice president of special markets for Walt Disney World in Lake Buena Vista, Fla., confirmed the review last month. He had not returned calls at press time last week to discuss the cut. Executives at each of the agencies declined to comment.
Sources expect the agencies to complete final presentations in late October. A speculative creative assignment is expected to be a requirement.
Left behind after being contacted for credentials by the client, according to sources, were Miami shops Accentmarketing and The Bravo Group. Bravo is a subsidiary of Young & Rubicam in New York.
Whitehead told Adweek last month that Walt Disney World was looking at ways to promote the theme parks to U.S. Hispanics, a strategy that has already been utilized by Disneyland.
Disneyland in Anaheim, Calif., and Walt Disney World are both subsidiaries of The Walt Disney Co. in Burbank, Calif.
Leo Burnett in Chicago handles general market work for WDW, Disneyland, Disney Cruise Line and Disney Institute. The other two shops do not have ties to the client.
The company handles Latino print and radio marketing projects in-house, and works with Univision in Miami to broadcast such WDW events as the Christmas parade.
WDW's budget for Hispanic marketing is undisclosed. Ad expenditures by the client totaled $58 million in 1996, according to Competitive Media Reporting.