Walt Disney World Seeks Shop for Hispanic Market

ATLANTA-Walt Disney World has begun contacting agencies about promoting its theme parks to the U.S. Hispanic market, the client confirmed last week.
“Disneyland does some Hispanic advertising, and we’re thinking of doing the same thing,” said Reggie Whitehead, vice president of special markets for Walt Disney World in Lake Buena Vista, Fla. Disneyland in Anaheim, Calif., and Walt Disney World are both subsidiaries of The Walt Disney Co. in Burbank, Calif.
Whitehead said WDW has held talks with Leo Burnett in Chicago, which represents WDW, Disneyland, Disney Cruise Line and The Disney Institute, and “some agencies we had heard of.” He declined to identify those shops.
Agencies contacted by WDW for credentials only, sources said, include: Accent-marketing, Miami; del Rivero Messianu, Coral Gables, Fla.; The Bravo Group in Miami, a subsidiary of Young & Rubicam, New York; and Bromley, Aguilar & Associates, San Antonio. Agency executives either declined comment or could not be reached at press time.
Whitehead said WDW is looking for an agency “with a unique feel for [the Hispanic] market segment.” 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.
As of last week, WDW had not narrowed its list of contenders. “We’re still in the fact-finding stage,” Whitehead said. “We’re trying to understand who’s doing work in [the Hispanic] market segment [and] what kind of insight they have.” He expects to have a shortlist within the next few weeks, although a decision date has not been set.
WDW’s budget for Hispanic marketing is undisclosed. Ad expenditures by the company totaled $58 million in 1996, according to Competitive Media Reporting.