Shopit Creative Consortium

Location-based advertising has become a huge marketplace, but its dominant strategy is blunt: Most advertisers still draw a simple radius around each store and target everyone inside it.

https://www.shopit.digital/blog/a-better-strategy-for-location-based-advertising

CHAPTER 10
Un Día de Spa en el Paraíso
On a sunny afternoon, Clara decides to indulge in a luxurious spa day overlooking the Caribbean Sea. While waiting for her treatment, she meets Andrés, a charming traveler with a soothing presence. They strike up a conversation, discovering they both love adventure and relaxation. After their treatments, they stroll along the beach, sharing their dreams and enjoying the warm sun on their skin. The day ends with a candlelit dinner by the shore, where they toast to new beginnings and the magic
of Cartagena.

En una tarde soleada, Clara decide regalarse un día de spa de lujo con vista al mar Caribe. Mientras espera su tratamiento, conoce a Andrés, un encantador viajero con una presencia
tranquilizadora. Inician una conversación, descubriendo que ambos aman la aventura y la relajación. Después de sus
tratamientos, pasean por la playa, compartiendo sus sueños y disfrutando del cálido sol sobre su piel. El día termina con una cena a la luz de las velas junto a la orilla, donde brindan por nuevos comienzos y la magia de Cartagena

Multicultural marketing is not your chance to do some social good in the world. It’s not a box that needs to be checked. Brands need to stop trying to appropriate the phrase. This is a for profit business, and thinking about those groups as audiences with inherent value, just like any other place needs to happen. It's not something you have to do, it's something you should do, and it's all about nailing specific audience targeting.

Multicultural Marketing Needs A Rebrand Commentary