THE ARTS
Retratos & Our Journeys/Our Stories: Portraits of Latino Achievement:
There are few exhibitions that successfully target Latino audiences. “Our Journeys/ Our Stories: Portraits of Latino Achievement” (February 2004 – January 2009) and “Retratos: 2,000 Years of Latin American Portraits” (December 2004 – April 2006) is an exception to this trend. Furthering its commitment to the Latino community, Ford Motor Company Fund and Community Services launched these two nationally traveling exhibitions. They seek to foster cross-cultural exchange by raising awareness about Latino culture, talent, and achievements and promoting role models for Latino youth across the country.
Comunicad was tasked with developing and promoting these exhibitions within the Latino community. Through targeted outreach, Comunicad was able to obtain the endorsement of more than 3,000 national and local Hispanic and non-Hispanic leaders. This word-of-mouth effort mobilized the Latino community to visit the museums and view the exhibitions, ultimately raising awareness of our client’s commitment to the Latino community.
Comunicad also developed publicity and media outreach plans aimed to raise awareness about the exhibitions and Ford Motor Company Fund’s involvement. The media outreach goals consisted of driving media to the press preview the day before the opening and encouraging media coverage of the exhibitions. Combined media efforts garnered more than 1 million print media impressions, as well as coverage from National Univision and two segments on NBC’s Hispanics Today, among many others.
Museo Alameda:
Comunicad’s relationship management skills and expertise in negotiating win-win opportunities were critical to Ford Motor Company Fund and Community Services’ generous donation for the establishment of the Museo Alameda in San Antonio, TX. The Museo Alameda, which is the first official Smithsonian affiliate, is a state-of-the-art museum that tells the story of the Latino experience in America through art, history, and culture.
Prior to the museum opening in April 2007, Comunicad provided relationship management and deliverable coordination to ensure suitable client recognition and orchestration of events and logistics. Comunicad also developed a Ford-focused integrated media campaign, which included outreach surrounding the donation announcement and the museum opening, to provide maximum visibility for the client.
Through Comunicad’s key relationships and targeted Hispanic national media outreach, the client’s presence and exposure was bolstered at a local and national level through outlets such the New York Times, Los Angeles Times, and Hispanic Magazine. Comunicad continues to support Ford Motor Company Fund’s presence and participation in Museo Alameda events, such as its first year anniversary gala and Luminaria, an all-day arts celebration.
Bella:
“There comes a time in everyone’s life when something happens that changes them forever and their life will never be the same” is the tagline for this unexpected 2007 People’s Choice Awards winner at the Toronto International Film Festival. “Bella” is the story of two different people who are brought together by a simple gesture of kindness. In providing a promotional buzz for this film, Comunicad helped this story make it to more movie theater screens across the country.