U.S. Department of State
2019–2024
Media planning, creative and buying —offline and online— for U.S. Department of State campaigns in Mexico, El Salvador, Guatemala, Honduras, Ecuador and Brazil.
SUCCESS STORY
The Strategy
MGG handles media planning, creative and buying —offline and online— for U.S. Department of State campaigns in Mexico, El Salvador, Guatemala, Honduras, Ecuador and Brazil.
We develop communication strategies aligned with U.S. Government guidelines and certification processes, delivering efficient, measurable, high-impact execution in every market.
Markets
Mexico · El Salvador · Guatemala · Honduras · Ecuador · Brazil
Services
Media planning
Creative and production
Offline and online media buying
Market-by-market adaptation
Reporting and results measurement
Compliance with government certification standards
Channels
Television
Radio
Print
Out-of-home (OOH)
Digital media
Social media
Multi-format campaigns
Results
Results: El Salvador, Mexico and Costa Rica
| Market | Element | Result |
|---|---|---|
| El Salvador | Radio | 350 spots on 5 stations: Radio Femenina 102.5 FM, Radio Láser Inglés 92.9 FM, Radio Láser Español 90.1 FM, Radio Fiesta 104.9 FM, Radio Ranchera 106.5 FM |
| El Salvador | Digital screens | 16 digital screens running during March |
| Mexico | Audience buying + social media | Mexico City, Monterrey, Guadalajara, Tuxtla Gutiérrez, Tapachula, Cancún |
| Mexico | CNN.com Video | 500,000 spots (February–March) |
| Costa Rica | Digital audience buying | San José, Heredia, Alajuela, San Pedro (February–March) |
| Costa Rica | Influencers | Social media influencer campaign |
Results: United States
| Element | Result |
|---|---|
| Connected TV (CTV) | Los Angeles, New York, San Francisco, Miami, Houston, Dallas |
| CNN GO | 1,000,000 spots (February–March) |
| Total digital spots | 1,400,000 (February–March) |
| CNN.com Video | 500,000 spots (February–April) |
| Digital press | Los Angeles Times (February–March) |
| Audience buying | Los Angeles, San Francisco, Dallas, Houston, Miami, New York |
| Transit (trains) | Los Angeles and San Francisco |
| OOH — Digital kiosks | Digital kiosk network in Los Angeles |
| OOH — Digital screen | Times Square, New York |
| OOH — Digital screen | Near Miami International Airport |
| Airports | LAX (Tom Bradley Terminal) and Miami International Airport |
| Magazine | Condé Nast Traveler |
| Influencers | Influencer program in Los Angeles and New York |
The MGG Media experience
Since 2008, we have developed communication strategies for institutions, governments and brands in international markets, with high-level creative, media planning and execution.
