AARP
Comunicad is the Hispanic agency of record of AARP. Comunicad provides integrated communications services to ensure AARP reaches its Hispanic constituents through effective marketing/public relations/advertising strategies, particularly Latinos that are beginning to live life at 50 also known as la segunda juventud. Ultimately, our program goals are to help AARP increase and retain membership though a genuine brand experience.
BRANDING
AARP Spanish Language Branding Campaign:
After AARP revamped its brand in 2006, they launched an integrated Hispanic multimedia campaign the following year in seven U.S. markets. Comunicad played a major role in creating the campaign from creative development to media placement. A post campaign awareness study indicated that the campaign not only increased awareness but also appears to have improved AARP’s image. After the campaign, AARP’s image was stronger on a number of attributes, especially its reputation for being honest and trustworthy.
PRESENCE MARKETING
Feria de la Segunda Juventud:
In May 2008, Comunicad was awarded with a Silver Communicator Award from the International Association of the Visual Arts for the AARP Feria logo.
AARP, one of the world’s largest member organizations, celebrated their first-ever national Hispanic event, Feria de la Segunda Juventud, (Second Youth Fair) and received a triumphant reception in San Juan, Puerto Rico. Comunicad developed the comprehensive brand campaign, creating the logos, messaging, branding, collateral materials, media events, and advertising. More than 16,000 people from the 50+ community and their families attended the event. (The original goal was 8,000 attendees.) Feria featured interactive activities, top-quality entertainment, and renowned national/international celebrity speakers, such as Univision talk show host Cristina Saralegui, who taped a segment of her show there, a first in 18 years. Feria also offered informative sessions that focused on issues of importance (health, finance, wellness, and enjoyment) to the U.S. Hispanic community and Puerto Rico.