Hogar Dulce Hogar: Creating the Feeling of Home Away from Home

Together with our partners AC&M Cultural Marketing, we worked on a campaign to promote Fannie Mae’s presence at the 2017 NAHREP National Convention and Latin Music Festival in Dallas. This convention, organized by the National Association of Hispanic Real Estate Professionals (NAHREP), is the largest annual gathering of Latino industry leaders.

Fannie Mae helps enable access to affordable mortgage credit and financing for rental housing across the country. By working with their customers they can help borrowers, including Hispanic borrowers, achieve homeownership. To create a unique and memorable presence at the convention, we established an overarching theme Hogar Dulce Hogar (Home Sweet Home) and offered convention attendees several opportunities to engage with the brand and feel at home – away from home.

To make Fannie Mae’s convention presence an unforgettable experience, a unique photo-booth was set up at their booth so visitors could get a picture with a ’house of their dreams’.

To further immerse guests in the Hogar Dulce Hogar theme, a cozy atmosphere was created at the hospitality suite where relaxation was the main feature. To create this feeling, we offered guests a comfortable seating area with a gourmet coffee bar and a delicious candy shop –stocked with traditional candy from Mexico and Latin America. The suite also provided a cozy space for Fannie Mae’s associates to connect with convention attendees and provide them with detailed information about their services.

In addition to the booth and hospitality suite, Fannie Mae hosted a cocktail and a luncheon, which featured colorful and culturally relevant banners featuring pictures of families and messages about home sweet home.

In order to attract a larger audience to the Fannie Mae’s booth and hospitality suite, a digital campaign was implemented that included paid social media and a unique hashtag: #FMHogarDulceHogar.

With our support, Fannie Mae’s presence at the convention was a success. The theme of Hogar Dulce Hogar resonated with conference attendees and offered guests a ‘home away from home’.

Is your company maximizing your investment at industry events by creating a fun, memorable and engaging interaction with attendees? Make sure you are creating authentic moments for your brand to connect with your Latino audience.

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