Delta Taps RL for Hispanic Outreach

NEW YORK RL Public Relations + Marketing has been chosen to spearhead Delta Air Lines’ awareness among U.S. Hispanics of services to Latin America and the Caribbean, as well as Delta’s customer-focused products.

The Los Angeles firm began working with Delta on March 1, per agency CEO Roxana Lissa. The pitch involved a mixture of general-market agencies with multicultural divisions and Hispanic shops, she said.

“What’s interesting about this account is that we’re going to be working with our Latin American counterparts,” Lissa said. “Delta has PR companies everywhere.”

Companies are starting to merge their strategies in the United States and Latin America, said Lissa. “If Delta is doing an initiative in Mexico that we think is good, we can not only do it in the U.S. but we can coordinate and do media relations simultaneously.” Delta offers nearly 600 weekly flights to 58 destinations in Latin America and the Caribbean.

The agency, which also has a New York office, has grown exponentially since last year. The firm moved to bigger offices in Los Angeles in January and has made several new hires in the last year. Lissa calculates a roughly 20 percent growth every year.

Accounts include Walt Disney, the National Honey Board, Procter & Gamble and Heineken USA, most recently on the launch of Heineken Premium Light’s new Hispanic campaign, “Descubre lo delicioso.”