Archive for January, 2007

Hispanic Marketing & Public Relations book first ever Hispanic marketing book selected Choice magazine Outstanding Academic Title

Monday, January 29th, 2007

Hispanic Marketing & Public Relations book cover 

Attention editors jpg photos available


Boca Raton, FL (January 29, 2007) – Choice magazine selected The Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority book (Poyeen Publishing, $49.95) a 2006 Outstanding Academic Title. This makes Hispanic Marketing & Public Relations the first ever Hispanic marketing title selected for the exclusive list. Only 640 outstanding works were selected for their excellence in scholarship and presentation, the significance of their contribution to the field, and their value as important – often, as in this case, the first – treatment of their subject. The Hispanic Marketing & Public Relations book was one of more than 25,000 titles considered for selection by Choice in 2006. Outstanding Academic Titles are the “best of the best.” Information about the book, including a list of authors and table of contents, is available at

Choice reviews about 7,000 titles a year. From those, the editorial staff select the best titles for a once a year list of outstanding works. The 2006 list of Outstanding Academic Titles was announced in January 2007. Choice is a publication of the Association of College and Research Libraries, a division of the American Library Association.

Hispanic Marketing & Public Relations is useful for anyone targeting U.S. Hispanics, including marketing professionals and students.  The book, provides 435 pages of information, graphics, (including 93 tables and figures), case studies, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts, and benefits the Hispanic Marketing & Communication Association, HMCA. 

“It’s really exciting to see experts from across the country collaborate to provide this information which is invaluable for practitioners and students alike,“ said Elena del Valle, book editor. “The book provides information that would cost readers hundreds if not thousands of dollars in research and consulting fees for a very affordable price while promoting Hispanic marketing excellence.”

Seventeen practitioners and two university academics, contributed fifteen chapters to Hispanic Marketing & Public Relations. Cris Ascunce of CAT Grafix, Inc. designed the cover. Topics include a U.S. Hispanic market outline, acculturation issues, Hispanic online usage, reaching Hispanics in-language, demographic projections, perceptions, qualitative and quantitative research considerations, public relations, special events, Hispanic media, electronic publicity and media training.  Authors include a veritable who’s who of U.S. Hispanic marketing.  Research guru Carlos Santiago, president of the California based Santiago Solutions Group, wrote the foreword.

Elena del Valle
1(305) 270-6309


Tourism for Tomorrow Awards 2007 Announce Finalists – Shortlist showcases World’s Leading Examples of Best Practice in Travel & Tourism

Thursday, January 25th, 2007


London – 25 January, 2007 — The World Travel & Tourism Council (WTTC) announced today the 12 finalists for the Tourism for Tomorrow Awards 2007. Tourism businesses and initiatives from all over the world were encouraged to apply for these prestigious Awards, which represent the highest accolade for best practice in Travel & Tourism development.

An international committee of experts selected the 12 finalists from over 130 applications from more than 40 countries representing Travel & Tourism on all seven continents. Costas Christ, Judging Chairman of the Tourism for Tomorrow Awards and an internationally recognized expert in sustainable tourism said: “With rigorous evaluation standards and detailed criteria, the Tourism for Tomorrow Awards have become the “Oscars” of Travel & Tourism industry. Today that means not only providing an outstanding tourism product but doing so in a way that helps to protect the cultural and natural heritage of our planet. The finalist selection committee judges were particularly inspired to see an increasing number of enterprises this year that are demonstrating environmentally and socially responsible tourism from large-scale ski resorts to small ecolodges”.

The finalists for each category are, in alphabetical order:

Destination Award

Great Barrier Reef, Australia –
Greenbox Trading As Responsible Tourism, Ireland –
The State of Vermont, USA –

Conservation Award

Aqua-Trek, Fiji Islands and USA –
Aspen Skiing Company, USA –
Caiman Ecological Refuge, Brazil –

Investor in People Award

10 Knots Development Corporation / El Nido Resorts, Philippines –
Nihiwatu Resort, Indonesia –
Sunderbans Jungle Camp, India – email:

Global Tourism Business Award

Lindblad Expeditions, USA and Global –
Six Senses Resorts & Spas, Thailand and Global –
Wilderness Safaris, South Africa –

Winners will receive their prestigious Award during a special ceremony at the Gala Dinner of the 7th Global Travel & Tourism Summit on 11 May, 2007 in Lisbon Portugal. The selection of finalists and winners is in-depth and unique as Mandip Singh Soin FRGS, Founder & Managing Director of Ibex Expeditions, India explains: “Ever since I have been judging these awards, I am delighted to see the quality of the projects improve consistently. The unique feature of a site visit of the finalists to verify the on-ground situation makes it a well thought out Award. I am sure these role models in sustainable and responsible tourism actions will do our tourism industry proud so we can all hold our heads high and do our bit to make the world a better place.”

Jean-Claude Baumgarten, President of WTTC said: “With a forecasted growth of 10% of world GDP over the next 10 years and a total employment of amore than 230 million jobs worldwide, Travel & Tourism has huge economic effects even on communities in remote areas. Therefore, we are encouraged about the growing number of participants in the Tourism for Tomorrow Awards and the commitment shown by enterprises across the world to responsible tourism development. Providing sustainable livelihood is a long-term goal and we are delighted to honour the world’s leading examples of where this goal is actually being pursued.”

The Awards are sponsored by several WTTC Members and other organizations, including British Airways, Espirito Santo Tourism, Opodo, Reed Travel Exhibitions, TAP Air Portugal, as well as by Fairmont Hotels & Resorts and Adventure Travel Expo. Media sponsors include 4Hoteliers, BBC World, E-Turbo News, The Daily Telegraph, National Geographic Adventure, Newsweek, Simon & Baker Travel Review, Travelmole, Travel Weekly and WOW Travel.


Fore more information about the Tourism for Tomorrow Awards please contact Susann Kruegel, Project & Events Co-ordinator on +44 (0) 20 7481 8007 or

The Finalists’ Selection Committee

Costas Christ – Judging Chairman of the Tourism for Tomorrow Awards


Dr Peter Burns, Professor, Centre for Tourism Policy Studies, University of Brighton, UK
Tony Charters, Principal, Tony Charters & Associates, Australia
Nicky Fitzgerald, Senior Director, CC Africa, South Africa
Marilu Hernandez, President, Fundacion Hacinedas del Mundo Mayas, Mexico
Oliver Hillel, Programme Officer, Sustainable Use, Tourism and Island Biodiversity
United Nations Convention on Biological Diversity, Canada
Dr Janne J Liburd, Associate Professor, University of Southern Denmark, Denmark & Chair, BEST Education Network
Brian Mullis, President, Sustainable Travel International, USA
Mandip Singh Soin FRGS, Founder & Managing Director, Ibex Expeditions (P) Ltd, India
Ary Suhandi, Executive Director, INDECON, Indonesia
Albert Teo, Managing Director, Borneo Eco Tours, Malaysia
Michelle White, Director, Environmental Affairs, Fairmont Hotels & Resorts, Canada & Global

Destination Award

Great Barrier Reef, Australia

This world renowned destination has demonstrated successful linkages between nature preservation and the tourism industry through sustainable destination management. The project is constantly evolving through its beneficial partnerships. The successful efforts made by the Great Barrier Reef Marine Park Authority to includes a multi-stakeholder approach to  preserve this unique natural treasure represents an important benchmark for other large-scale protected area tourism destinations. The High Standard Tourism Programme showcases the successful implementation of sustainable management practices by the Great Barrier Reef Marine Park Authority. For more information please visit

Greenbox Trading As Responsible Tourism, Ireland

Greenbox comprises numerous counties in Ireland under one sustainable tourism destination management project. Their unique approach with a strong focus on public-private partnership has inspired other tourism destinations in Ireland to engage in sustainable tourism practices. In addition to Greenbox’s ecotourism programme for educating tourists, locals and policy stakeholders, Greenbox also actively supports cultural heritage preservation within the framework for successful destination stewardship. For more information please visit

The State of Vermont, USA

The State of Vermont has successfully demonstrated how revitalization of rural towns and cities linked with tourism can secure maximum economic, social and environmental benefits and minimum negative impacts on a destination. The project includes unique features such as the Vermont Forum on Sprawl to maintain the sense of place and traditional character of a destination. Cultural preservation through refurbishment of historic places as well as nature conservation goes hand in hand in the State of Vermont’s approach to destination management. For more information please visit

Conservation Award

Aqua-Trek/Aqua-Trek’s Fiji Shark Conservation and Sustainable Tourism Programme, Fiji Islands

At a time when the global shark population is in dramatic decline due to unsustainable practices such “shark finning” by commercial vessels and in a country where shark fishing remains popular,  Aqua-Trek’s Fiji Shark Conservation and Sustainable Tourism Programme  has been successful  in  educating both tourists and the local Fijian people on the benefits of protecting the shark population. This successful initiative to preserve the Fiji shark population through sustainable tourism practices has resulted in increased shark populations on the reef and demonstrates best practice in collaboration between local communities and an international dive operator in the conservation of a threatened marine species. For more information please visit

Aspen Skiing Company, USA

Aspen Skiing Company host 1.3 million skiers annually while at the same time demonstrating a rare example of large scale tourism that operates on a sound environmental management plan. With 100 percent of its electricity use coming from renewable energy through the largest purchase of renewable energy certificates in the ski industry, Aspen has taken a major stand on global warming while educating its employees, guests and media on the urgent need to address climate change.  Through bio diesel, micro-hydro, wind power and its Environmental Foundation, among other initiatives, Aspen Skiing Company continues to set benchmarks for large scale environmentally sensitive tourism. For more information please visit

Caiman Ecological Refuge, Brazil

This pioneer conservation-tourism initiative consists of an ecolodge and a sustainably-operated cattle ranch working together in an effort to promote protection and sustainable use of the Pantanal wetland of Brazil – a high biodiversity area on our planet.  The creation of the Caiman Ecological Refuge as part of the project and the education of local land owners and tourists to the importance of conserving the Pantanal’s natural heritage is the cornerstone of this project, which has helped bring world wide attention to the Pantanal as a conservation priority. For more information please

Investor in IN People Award

10 Knots Development Corporation / El Nido Resorts, Philippines

At El Nido Resorts corporate citizenship,  environmental responsibility and commitment to local people finds itself expressed in every aspect of the 10 Knots Development Corporation. Their comprehensive approach to fair wages, capacity building and staff education showcases true investment in people. 10 Knots Development Corporation not only complies with the principles of triple-bottom-line sustainable management; environment, culture and economic benefits, but also helps promote sustainable tourism practices on the Philippine island of Palawan. For more information please visit

Nihiwatu Resort, Indonesia

At the heart of this remote lodge on Sumba Island in Indonesia is a deep commitment to  fighting poverty and protecting cultural heritage through partnerships with local communities while delivering an outstanding guest experience. The Sumba Foundation, founded by Nihiwatu, has been a powerful vehicle for generating self-improvement projects, including safe drinking water, malaria eradication and primary school education for local villagers. For more information please visit

Sunderbans Jungle Camp, India

Despite bureaucratic and other organizational challenges, the small Sunderbans Jungle Camp manages to operate a sustainable tourism best practice model in one of the most remote impoverished regions of India – the Ganges river delta. Sunderbans Jungle Camp is providing a light at the end of the tunnel with its promotion of sustainable tourism as an alternative to a subsistance livelihood among local people which has contributed to environmental degredation and poverty. Their sustainable tourism approach is helping to provide a successful, alternative economic and social benefit model to local people. 
For more information please email to

Global Tourism Business Award

Lindblad Expeditions, USA and Global

As cruise ship tour operator, Lindblad Expeditions is a global role model for environmental stewardship and responsibility. Their approach to cruise ship tourism features many unique best practise examples, such as their local food sourcing and the re-use and recycling programme. Both guests and staff are continuously educated about the benefits of responsible travel. Through environmental conservation initiatives and numerous partnerships and multi-stakeholder  involvement, Lindblad Expeditions continues to play a leading role in stetting the sustainable tourism benchmark for cruise ships in fragile nature destinations around the world and most notably, in the Galapagos islands.
For more information please visit

Six Senses Resorts & Spas, Thailand and Global

The Six Senses Social and Environmental Conscience initiative in sustainable tourism, including their Environmental Management Programme, Social and Environmental Responsibility Fund and Corporate Partnership Programme has lead to environmentally sound property management as well as community involvement and benefits. Guests and staff are encouraged to learn from each other through cultural exchange and environmental awareness, which includes resorts and spas built according to sustainable design principles and reflecting local cultural heritage, heath and wellbeing.
For more information please visit

Wilderness Safaris, South Africa

This South African based lodge company with 52 properties in seven countries distinguishes itself by investing back into the areas visited through conservation, community partnerships and social benefit projects. Not only do they showcase remarkable conservation achievements in terms of  establishing new protected areas but also through environmentally sound practices such as waste water treatment, garbage disposal and energy use management systems. Of equal measure are their community partnerships that have resulted in tangible economic and social benefits to local peoples in remote areas of Africa. This is all done while providing guests with outstanding service.
For more information please visit

About Tourism for Tomorrow

The Tourism for Tomorrow Awards, now in their third year under the auspices of WTTC reward best practice in responsible tourism development across the world. This highest accolade in the Travel & Tourism industry is handed out annually in four different categories to those that truly showcase benchmarks and inspire others to follow suit.

About the World Travel & Tourism Council

The World Travel & Tourism Council is the global business leaders’ forum for Travel & Tourism. Its members are Chairmen, Chief Executives and Presidents of the world’s most prominent Travel & Tourism organizations. It is the only body representing the private sector in all parts of the Travel & Tourism industry worldwide. For more information please visit and contact Louise Oram, PR & Communications Co-ordinator on +44 (0) 20 7481 8007 or

For more information on the Global Travel & Tourism Summit please visit releases first “Electronic Publicity and Broadcast Media” and “Hispanic Market Translation Issues” downloadable recordings

Monday, January 15th, 2007

David Henry hmpr_Martha_2.jpg



Elena del Valle                                            

Editors: JPG photos available

Boca Raton, FL –, an online forum and podcast for the exchange of information and ideas on Hispanic marketing and public relations, released two new downloadable audio recordings, “Electronic Publicity and Broadcast Media” by David Henry and “Hispanic Market Translation Issues” by Martha E. Galindo. The downloadable recordings feature presentations by Latino market researchers and experts. The recordings are available in downloadable MP3 and CD formats, and are priced at $109.95 for the downloadable MP3 files and $129.95 on CD. Details on the recording are available online at

Henry is president and founder of TeleNoticias, a broadcast public relations company that targets the U.S. Hispanic market. He has nearly 15 years of experience providing broadcast strategy and counsel to a diverse client base. Henry holds a Bachelor of Science in journalism from the University of Maryland. Galindo, president and CEO of Galindo Publicidad Inc., is a native of Mexico with more than 20 years of experience. She holds a Masters in Communications from Michigan State University and has experience in marketing communications, organizational development and international customer service with companies in the United States, Mexico, Argentina and Chile.

“Electronic Publicity and Broadcast Media” and “Hispanic Market Translation Issues” are the latest additions to the Resources Section launched in 2006. Other presentations by experts and leaders in the field are: present  “Hispanic Market Overview,” “The Next Step: Secondary Latino Markets,” “Latino Media and Hispanic Media Training,” “Marketing to Hispanics Online,” “Search Engine Marketing to Hispanics,” “Latino Family Dynamics,” and “Hispanic Projections.” Experts include: Joel Bary, CEO and board member,; Liria  Barbosa, senior research analyst, C & R Research; Alex Carvallo, U.S. Hispanic media manager for Consumer Marketing, Intel Americas; Elena del Valle, MBA, principal, LNA World Communications; Brenda Hurley, vice president, C & R Research; Matias Perel, founder and president, Latin3; Roger Selbert, Ph.D., principal, The Growth Strategies Group; Federico Subervi, Ph.D., professor, School of Journalism and Mass Communication, Texas State University-San Marcos; Dora O. Tovar, MPA, president, Tovar Public Relations; and Michele Valdovinos, vice president of Research and Marketing, Phoenix Cultural Access Group.

Started as a weblog for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), provides a forum for readers and authors of the book, website subscribers and visitors to connect, discover the latest Hispanic market news and updates and listen to expert interviews and presentations in an audio podcast.  Visitors may sign up for daily email updates, search the website for Hispanic market information; and listen to podcasts on the podcast announcement page, the website’s audio player or download them for convenient listening on their MP3 or iPod players.

The Hispanic Marketing & Public Relations book provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts. Seventeen practitioners and two university academics, contributed fifteen chapters to the book, which benefits the Hispanic Marketing & Communication Association (HMCA), is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence.  More information is available online at