¡Hola! May has been a busy one for the team here at UMG, and I’m excited to share some of what we’ve been working on.

In April, we partnered with GSP Airport to launch its first Hispanic-focused initiative, centered on a new nonstop route to Houston. I’m thrilled to share some of the results and, more importantly, a few ideas your brand can apply using what we call Community-Rooted Storytelling.

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✈️ One Big Thing

More U.S. Hispanics are taking to the skies—not just for vacation. They’re flying with purpose: to see abuela, to reconnect with culture, to keep family ties strong.

For Latino families, travel is personal. It’s about showing up for birthdays, holidays, and life’s unexpected moments. A nonstop flight isn’t just about convenience, it’s about being able to say “I’m there.”

When Greenville-Spartanburg International Airport (GSP) launched a new nonstop to Houston, they recognized the opportunity to reach a growing, high-intent audience in their own backyard. They partnered with UMG to make it count, with a campaign rooted in cultural relevance, community voices, and real connection.

While most regional airports still treat Hispanic travelers as an afterthought, GSP made them part of the story.

📊 Why It Matters

• U.S. Hispanics take 20% more domestic leisure trips annually than non-Hispanics, according to MMGY Global’s Vistas Latinas report.

• A 2024 Nielsen report found that 68% of Hispanic travelers prioritize visiting family, often traveling to culturally connected destinations like Texas, Florida, and Puerto Rico.

• Latino travelers are more likely to travel in multigenerational groups, creating demand for family-friendly experiences, per the 2023 Hispanic Marketing Council x Tripadvisor Travel Study.

• Despite spending over $113 billion annually on travel, Hispanic travelers are still underserved in mainstream destination marketing, according to Skift’s 2024 Megatrends Report.

🎯 How GSP Did It Right

When GSP Airport launched its new nonstop to Houston, they weren’t just adding a flight but making a statement.

With UMG’s support, GSP identified and elevated bilingual champions from within their own team to represent the brand in an authentic and culturally relevant way. These internal voices added trust, visibility, and a human connection to the campaign.

The culturally fluent strategy focused on:

• Bilingual storytelling through trusted Latino media outlets

• Influencer activation with Elvia (radio personality + content creator)

• A fully Owned & Earned Media approach—no paid ads, just trusted engagement

📺 Results:

• 7 media placements including NBC, Telemundo, and InSouth Magazine

• Newsletter distribution to 15,000+ Latino households

• Estimated 2x–3.5x ROI

• Overwhelmingly positive sentiment centered on representation, family travel, and convenience

🧠 What You Can Learn from GSP

You don’t need a massive media budget to make a real impact. You need a real story and the right people to tell it. GSP’s campaign worked because it wasn’t about selling a flight. It meant being part of the community’s story, not just pushing a brand message. The campaign tapped into something deeper- and more shareable by rooting the message in family, representation, and shared values.

This is the power of community-rooted storytelling.

When paired with local influencers, regional media, and trusted community voices, your brand’s message can go further, faster, and feel more authentic doing it.

Owned & Earned Media isn’t just a budget strategy. It’s a trust strategy.

👀 En Cultura

🎨 Why Cultural Relevance > Language in Reaching Latino Audiences

From Qué Bueno tees in Texas to Orgullo Boricua merch in Florida, brands are tapping into regional pride to drive deeper cultural relevance. Instead of one-size-fits-all messaging, campaigns are now celebrating local dialects, home-state identity, and community-specific heritage.

📖 Source: According to Nielsen’s 2024 Hispanic Diverse Intelligence Series, 70% of U.S. Hispanics say they are more likely to engage with a brand when it reflects their local culture or region.

🎮 Latino Dads Are Redefining Fatherhood—One TikTok at a Time

Move over, mamá bloggers—papás are gaining ground. From sharing parenting tips to leading bilingual family content, Latino dads are reshaping how fatherhood is seen in media. They’re funny, relatable, and culture-forward, and audiences are responding.

📖 Source: The Los Angeles Times profiled Vicente Avila, known as “Vinny the Twister” on TikTok, who has amassed over 1.5 million followers by sharing humorous and heartfelt glimpses into his life as a Latino father. His content resonates with many, highlighting the evolving role of Latino dads in the digital age.

Want to tailor your marketing strategies to the latest Hispanic insights? Reach out to our team at UMG for a consultation on building culturally resonant, data-driven campaigns that connect with your audience in powerful ways.

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