The UK’s Premiere Event of the Year Celebrating

The Spirit of Latin America, Spain and Portugal

A unique and powerful marketing opportunitywww.thelukas.co.uk

Executive Summary• The Latin-UK Awards (LUKAS) is the only awards ceremony to

celebrate Britain’s growing passion for Latin American, Spanish and Portuguese culture.

• The Spanish and Portuguese speaking communities make up London’s largest language minority (London Assembly 2014)

• Over a million people in The UK are of Latin American, Spanish and Portuguese origin.

(FCO figures, Queen Mary’s College, Mayor’s Office)

• In 3 years, The LUKAS has become Britain’s widest-reaching and most media-covered Latin event and the fastest growing awards ceremony in the UK.

• The LUKAS has reached over 10 million people EACH YEAR, via online campaigning, voting, local, national and international media coverage.

• Focus on Latin American culture at its height, with FIFA World Cup Brazil 2014 and Rio Olympics in 2016

• The LUKAS 2015 aims to reach over 18 million people in the UK, Europe, US and Latin America, towards realizing its potential as a major international event.

Latinolife and The LUKAS• The LUKAS was created by Latinolife, the UK’s leading

Latino lifestyle publication that recahes 120,000 monthly with online, and print editions.

• The LUKAS and Latinolife are THE principal references for UK Latin communities and British lovers of Latin cultures. The UK’s highest ranking and most visited website Latin site on Alexa.

• To be awarded a LUKAS has become a badge of status and recognition in the UK and abroad.

• LUKAS Name and logo used as a currency of prestige, on press releases, restaurant menus and websites of winning organizations and individuals, and publicly cited at official events all year round.

• 78% of voters in 2014 intended to travel to Latin America within the next year. Each year, 45% of voters on our site are new visitors: we are expanding our reach every year.

• International TV and press coverage in over 90 outlets, inc. major regional stations ESPN, Univision, NTN (US), Canal Sur, Canal 4 (Spain), RCN (Colombia)

• British media coverage by METRO, Daily Mail, The Independent, The Guardian and The BBC.

• Promoted on 1000s of websites, newsletters and social networks (e.g. Royal Opera House, British Museum, Tottenham Hotspur, Glastonbury, South Bank)

• 50,000+ twitter followers, over 500,000 votes registered• Celebrity guests at Gala ceremonies: style icons Bianca

Jagger, Vivienne Westwood, and Stephane Rolland, world famous dancers Carlos Acosta, Tamara Rojo, Rafael Amargo, global artists David Gilmour, Phil Manzanera, and Paco Peña, footballers Hugo Rodallega, Pablo Armero, Osvaldo Ardiles, Ricky Villa, Luis Suarez, Antonio Valencia.

• Hosted by Famous Spanish TV presenter Boris Izaguirre and dancer Yanet Fuentes

LUKAS achievements so far

Our market• Over 80% English speaking (non-Latinos with interest in Latin culture, Latinos whose first language is English or are well integrated)

• 60% voters reside in UK • 50% between 25-45• 25% between 18-25 years• 25% over 45• 54%-46% male – female ratio• 45% new voters each year, • 55% returning visitors• 78% of voters in 2014 intend to

travel to Latin America or Spain within the next year. *

* More detailed results available

Objectives for 2015Increased production values of gala event to TV standards

International TV broadcast - confirmed broadcast interest from DIRECT TV LATIN AMERICA, TURNER LATINA (Pan regional channels) TELEHIT (Mexico) GLOBOSAT (Brazil) MTV Spain. More channels to confirm

Even more celebrity names and two major international Latin acts to perform at ceremony

Total penetration of UK Latin/Spanish interested market. Intensified National PR campaign by UK’s leading Awards PR agency to further penertate mainstream audience.

The Opportunity for Brands

www.latinolife.co.uk

marketing and PR

Online presence

Voting

Social

Live Event

TV and press

The LUKAS Live Event

Local/Global Media exposure

Branding across all componentswww.thelukas.co.uk

The LUKAS 2015 in focus• The LUKAS provides opportunity

for a 5 month communications campaign:

• Launch and Nomination phase: 1 month• Voting phase: 2 months

– Public votes at www.thelukas.co.uk – 50 awards in Music, Dance, Sport,

Arts, Food, Business and Community. – The nominee campaigning and voting

entail a huge marketing opportunity via the social networks and media. LUKAS twitter followers: 50,000+

• Event – build up/aftermath: 2 months The voting culminates in the gala ceremony – an added PR and marketing opportunity. 160,000 unique visitors during voting

The LUKAS 2015 in focus – Total Branded Communication Opportunity

• Estimated total reach of 18 million+ people across the UK, US, Latin America and Spain :– London based street marketing/magazine distribution – 100,000– E-marketing (promotion on online magazines and websites) – 500,000– Social networks ( e.g. retweets from nominees/celebrities )- 8 million– UK based Latino media coverage – 80,000– UK National/local media coverage – 4 million– International media coverage – 8 million

• 100,000 votes across 1,000 nominations = database• PR support and campaign – LD communications• Political and celebrity participation, presence at awards ceremony • Media partnerships with local, national media and international TV

networks

The LUKAS Live Event

• March 25th 2015 • Venue: KOKO, London• Structure:

• Reception• Award Ceremony• Interspersed Performances• Post Show Party (press call)

• Number of guests: up to 1,500

Sponsor Benefitsonline, live event, media and public life

6 month online public engagement*• 6 months branding and advertising on LUKAS

voting site www.thelukas.co.uk• 6 months advertising www. Latinolife.co.uk –

UK’s leading Latino portal (3,000 daily hits)• 6 months banner - weekly Newsletter to

database (40k)• Branding on LUKAS twitter (50k) & facebook• Branded ‘we are nominee/finalist winner

banners’ banners on 1,200 nominee websites • In title branding on Institutional websites

supporting nominees• In title branding on nominees social media

and all online campaigns from nominees and their fans.

*with 2 year deal branding would be constant with no break between years

The Live Event• In title sponsorship • Full Event Branding:

on stage (backdrop and podium), on tickets, invitations, trophies, photo calls, program, video screens, CEO presentation, mention in awards giving, exclusive VIP area

• Complimentary tickets for staff and customers

• Use of association across other media

Media & Street Marketing• Team in place to deliver 6 month campaign • 3 x 20,000 magazines distributed to key Latino venues.• Logo and in-title branding on 12 advertisments in Latin press• In title branding in local/national/international media coverage• Logo on all press releases• Drop down banners at nominee venues• Branding on ‘we are nominee posters’ at nominee venues• Logo on nominees own promotional material

Ads & Coverage in UK Latino Press

National UK Press Coverage

International TV coverage

Online Coverage - 100s of web magazines…

…and institutional websites

Social Media: Facebook• The LUKAS has had a constant

presence on facebook as this is how nominees campaign.

• Over 1,200 nominees promoting through facebook, many having 1,000s of followers, engaging a global audience of millions

• People able to vote via facebook and their phone apps

Social Media: Twitter• LUKAS twitter account,

50.000+ followers. • LUKAS retweeted by

many of the nominees, including Spurs F.C, Bianca Jagger, Boris Izaguirre etc…

• Many nominees retweeted messages to thousands of fans

• international artists twitter exposure reaches millions

LUKAS legacy in public life– beyond voting and event

• The LUKAS name and logo shown off on the streets, in restaurants, on websites and press releases, and publicly cited at official events all year round, long after voting finishes and the ceremony is over.

What people say about the LUKAS

“Latinos manage to spread their music and culture to the mainstream wherever they go and Europe is no exception. The LUKAS are doing a great job celebrating and rewarding the talent and efforts of our cultures in the UK and Europe.” JUANES the world’s most popular all-Spanish speaking artist. ‘One of the 100 Most Influential People in the World’ – TIME

“The LUKAS is an excellent initiative. In the United States they’ve been recognising the quality and popularity of Latin and Spanish music for years, and with so many Latinos in Europe, and with the popularity of the culture here it is natural that we should have our own awards on this side of the Atlantic.” David Bisbal, Spain’s most successful pop artist of the last decade

Global Pop stars

"I had a wonderful time at the LUKAS Awards Gala evening. Thank you for all your efforts. It meant a lot to me to receive the LUKAS Lifetime Achievement Award." Bianca Jagger

Global Style icons

! was absolutely delighted with the evening!” Dame Vivienne Westwood.

International footballers

"I feel very honoured to have received this award from my fans in the UK and back home. It will have a special place in my home " Antonio Valencia, Manchester United F.C.

"We had a great time at the Latin UK Awards 2014. It was a very special evening. Our cultures have given a huge amount to British society, and this awards ceremony is a wonderful way of celebrating that.” Osvaldo Ardiles, Argentine World Cup sinner and Tottenham Hotspur Legend

"I am so happy to have received this award and I'd like to say a big thank you to all those who took the time to vote for me. I really appreciate the effort and sentiment.” Luis Suarez, Liverpool F.C.

“I am delighted to be part of such a wonderful ceremony that recognises the talents of Latin Americans and their contribution to global culture."

Boris Izaguirre, the hispanic world’s most popular TV presenter

“The LUKAS are the first awards, long awaited and much needed, to recognize all the hard work Latinos do in Europa to spread our culture” Oscar de Leon, one of the most globally recognized afro-latin artists of all time.

Latino celebrities

"I am proud to be part of the LUKAS, the long overdue Awards for our achievements in the UK. The gala ceremony will no doubt become the hottest Latin ticket in the annual London diary.” Carlos Acosta, Principal Dancer of the Royal Ballet and global ballet superstar

“Thank you for looking after us so well and for a great evening - We had a fantastic time and many congratulations on all your hard work.” David Gilmour and Phil Manzanera

UK based artists and celebrities

“The LUKAS are a great platform to celebrate

the contribution of Britain’s Latin American,

Spanish and Portuguese communities” - Boris

Johnson, Mayor of London

“The LUKAS are a celebration of the work of

Latin American, Spanish and Portuguese

people in the UK as they show to the rest of

the country a glimpse of their talent, creativity

and passion” - Miriam Clegg (wife of Deputy

Prime Minister)

Political endorsements

"When we first started sponsoring the LUKAS, our goal was to raise brand awareness within a specific target market, which is people who travel to Latin America. We have certainly done that. Associating our brand with the Latin UK Awards have been a great partnership for us. Our sales have increased since we started working with the LUKAS. ” Colin Stewart, managing director, Air Europa UK

The Premiere Event of the Year CelebratingThe Spirit of Latin America in the UK

Visit www.thelukas.co.uk for more infoTo view The LUKAS report 2014 and for LUKAS

2015 sponsorship packages contact:amaranta@latinolife.co.uk