Julio César Chávez Campeones
•Introduce and help market Julio César Chávez Campeones, a new 30,000 square-foot restaurant and entertainment venue, to Hispanic residents throughout the greater Phoenix metropolitan area.

Opportunities
•Differentiate Campeones from other Mexican restaurants and position the venue as the ultimate entertainment destination for Hispanic families.
•Heighten community awareness for Campeones by forging relationships with key business and community leaders.
•Position the boxing-themed venue as a premier tourist destination for Hispanic consumers across the United States and throughout Latin America.

Strategies
•Leverage Julio César Chávez’s iconic status and the popularity of boxing in Hispanic culture to underscore the “champion” brand message.
•Conduct special deliveries to local media, a recruitment media “blitz,” sneak peaks and creative story angles for national and international media.
•Generate buzz in cyberspace among tech-savvy Hispanics through Twitter and Facebook.
•Engage consumers with an impactful and culturally relevant grand opening ceremony.
•Leverage limited media buy to secure value-added contests, promotions and on-air giveaways in connection with grand opening day.

Results
•Successfully introduced Campeones to the marketplace through extensive media coverage leading up to, during and after the grand opening.
•Generated coverage in the top 10 U.S. Hispanic markets and throughout Latin America.
•More than 3,000 individuals flocked to the entertainment venue on grand opening day.
•Hispanic PR efforts resulted in over 140 million impressions, reaching the U.S. Hispanic population nearly three times over.