Despegar, Latin America’s largest online travel agency, has recently announced a partnership with Colombian superstar Shakira to help spread awareness of the brand in key regions across the continent. This collaboration comes at a time when Despegar is looking to expand its reach and solidify its position in the market, and Shakira’s immense popularity and influence make her the perfect partner for this endeavor.
The marketing campaign, which is still in development, will utilize a variety of platforms including social media, YouTube, and billboards in major Latin American cities. The theme of the campaign, „Dream, Choose, Travel,“ aims to inspire and encourage people to explore new destinations and experiences. Shakira will be featured in both reels and full-length videos, leveraging her massive reach to amplify the message and connect with a wider audience.
During the company’s second quarter earnings call, Despegar officials discussed the partnership with Shakira, highlighting the strategic importance of the collaboration. While specific details about the financial terms of the deal were not disclosed, Chief Financial Officer Amit Singh mentioned that the partnership includes upfront payments that will span over a few quarters. This investment in marketing and brand positioning is seen as crucial for driving top-line growth in the coming years.
The decision to partner with Shakira reflects Despegar’s commitment to leveraging the star power of Latin America’s biggest celebrities to enhance its brand awareness and reach. By aligning with Shakira, who has a strong presence not only in Latin America but also globally, Despegar aims to tap into new markets and attract a broader audience of travelers.
In addition to the Shakira partnership, Despegar has been increasing its marketing efforts in other areas, such as the recent Copa América event. The company’s selling and marketing expenses have risen as a result, but these investments are seen as necessary for driving growth and staying competitive in the online travel industry.
Overall, the partnership between Despegar and Shakira represents a strategic move to capitalize on the star power and influence of one of Latin America’s most iconic figures. By working together, both parties hope to achieve their goals of expanding brand awareness, driving growth, and connecting with travelers across the region. This collaboration sets a precedent for future partnerships between companies and celebrities in the Latin American market, showcasing the potential for mutual benefit and success.