Hollywood Latino marketing pioneer Gabriel Reyes, is re-branding his company, Reyes Entertainment, to adapt to the changing American demographic and technological landscape. Reyes Entertainment continues executing top-notch Hispanic campaigns but also expands its services to include English-language general market communications and mobile solutions for a unified market approach based on cultural engagement.
Through a new association with GAMAGI (Geo Advertising Marketing and Gaming Innovations), an Austin-based start-up, Reyes Entertainment now offers its clients access to GAMAGI’s proprietary Technology Platform (GTP), a robust, flexible and highly scalable location-based Advanced Mobile Augmented Reality (MAR) platform for mobile apps with API’s to support new and exciting consumer engagement campaigns.
“The Latino market has gone mainstream and the new 18-49 American consumer is increasingly a Latino using a mobile device,” says Reyes. “Reyes Entertainment is re-branding to adapt to this watershed demographic and technological shift. We are taking a holistic approach to PR and marketing, engaging consumers via cultural affinities and new technology vs. ethnicity or language. Given our years of experience in both Hispanic and general markets and our new association with GAMAGI, Reyes Entertainment is well positioned to effectively aggregate customers for our clients.”
A New American Latino Identity
According to The PLUS+ Identity, a joint study by LatinWorks and EthniFacts, American Latinos are embracing a bigger, more inclusive definition of Latino and American identity and gaining increased confidence in what their Latino essence brings to themselves and others. This new attitude is increasingly attractive and draws people from all ethnicities and demographic groups to come together to form a new social consciousness. Source: The PLUS+ Identity (LatinWorks/EthniFacts).
The New Seniors
Every month, over 200,000 baby boomers turn 65, creating a large market of older Americans with a very active lifestyle, who are still spending money and creating new notions of what it is to be a senior citizen. Outmoded marketing ideas that exclude consumers over 50 years of age must be re-examined to accommodate 50+ consumers who are defying stereotypes, looking to the future and embracing 21st century technology. According to a recent Pew study, 53% of those 64 and older are online and many of them are using social networking sites and using smartphones. AARP recently reported that 90% of people 50 and older own some type of mobile technology.
Since its launch in 1997, Reyes Entertainment has established a proven track record delivering high impact results for a wide variety of media and entertainment clients including ABC, CBS, PBS, FOX, HBO, Lifetime television networks and Columbia Pictures, Warner Bros. Pictures, Fox Filmed Entertainment, Fox Searchlight, Coca-Cola’s The Adelante Movement, The New York International Latino Film Festival (NYILFF), WWE, PBS Primetime, The Hispanic Scholarship Fund (HSF), among many others.
Reyes has won numerous awards and recognitions including the Hispanic Public Relations Association’s PRemio Award for Best Digital PR Campaign for the PBS documentary “The Longoria Affair.” The company also received two PRSA PRism Awards for Excellence in Multicultural PR Campaigns for ABC’s “George Lopez” and PBS’ EMMY Award-winning series “American Family” by Gregory Nava. Reyes also won five MarCom Creative Awards for FOX’s “The Swan,” ABC’s “George Lopez” and “Ugly Betty,” among others.
Gabriel Reyes has been featured as one of The Hollywood Reporter’s 50 Most Powerful Latinos in Hollywood; The Imagen Foundation’s Most Powerful Latinos in Hollywood; Hispanic Business Magazine 100 Most Influential Hispanics in the U.S.; Hispanic Magazine’s Top Latino Entrepreneurs and Ten to Watch as well as Latino Impact Magazine’s 100 Latinos on the Move. His early days in Hollywood as an executive developing English-language Latino content in films and television is memorialized in Guy Garcia’s 2005 book, “The New Mainstream: How The Multicultural Consumer is Transforming American Business.”
Reyes is also a lecturer at The University of Texas at Austin delivering a weekly online lecture on Integrated Communications in Latino Entertainment. Reyes is also active in the LGBT community has sat on the boards of OUTFEST, the Los Angeles Gay & Lesbian Film Festival as well as GLAAD (Gay & Lesbian Alliance Against Defamation). He has also organized LGBT panels at the Hispanicize event and has advised Latino LGBT organizations like Bienestar.