CHALLENGE
Banco Do Brasil had developed art exhibitions for their Miami headquarters lobby. The exhibits’ success and the trend toward creative credit cards led BB Americas to issue credit and debit cards featuring artwork by renowned Brazilian-Miami artist Romero Britto. The bank also wished to extend its art exhibition to their Orlando branch. The goal was to gain focus in the Miami and Orlando markets and appeal to the culturally aware customers of Brazilian and Latin American heritage.
STRATEGY
The Conroy Martinez Group developed a bilingual banking PR and Marketing Plan to launch the Britto collection cards to the South Florida and Orlando markets. The plan included a Launch Strategy, with recommendations and creative ideas for Bloggers, Influencers, two community events, as well as an intense media relations program to achieve maximum exposure for the new program.
RESULTS
Excellent media results were achieved both in consumer publications. in banking/financial media and online. South Florida Business Journal, American Banker Magazine and a host of targeted Spanish-language and Portuguese publications covered pre, event and post event stories. The Conroy Martinez Group also reached out to art publications and received coverage from the Dallas Arts Dealers Association, Art Daily and Art Kabinett. Both of the community events allowed the bank’s executives to connect with community leaders in Miami and Orlando. The agency specializes in banking PR and Marketing.