After deciding it wanted to target the affluent Hispanic market in South Florida six years ago, Merrill Lynch asked Pant'n/Beber Silverstein Public Relations to develop a program that would engage that demographic.
The agency came up with the idea of creating an art festival, called arteaméricas, featuring art exclusively from Latin America.
Strategy
Understanding that the Hispanic community has strong ties to culture and heritage, the team felt a Latin American art exhibit was the best way to forge a connection. Making ...