For their first-ever national Hispanic event (held in Puerto Rico in 2006) we doubled AARP's goal of reaching 8,000 people from the 50+ community and their families. Through the use of a multimedia campaign, which included TV, radio, OOH, print, and web outreach, we successfully raised awareness about the two-day conference, promoting its interactive activities, entertainment from renowned national and international celebrities, and informative sessions.

Earned media efforts focused on the uniqueness of the event, highlighting its multigenerational appeal and the host of attending celebrities. Presence marketing was also instrumental in maximizing exposure to the brand. Our targeted efforts resulted in sold-out registration to the event and all its concerts before it even started.