Execs and Accounts for September 30, 2002

DraftDigital has launched a Spanish language version of Tequila producer Jose Cuervo’s Web site. The site contains descriptions of the Cuervo brand portfolio and demonstrates how to use Jose Cuervo Especial in different recipes. Cuervo.com also offers a detailed overview of the brand’s history and production process, including a family tree dating back to 1758 when Josi Anotoni Cuervo obtained a land grant from the King of Spain and cultivated the first blue agave plant, the source of tequila.

With three main sections focusing on the Cuervo products, heritage and community, the site includes a feature called “Cuervo Invites,” an application that lets consumers create interactive electronic invitations to events and parties. Another section allows individuals to view and forward Cuervo advertisements to friends. Additionally, site visitors can download Cuervo images and music as well as learn about tequila terminology.

“Jose Cuervo is a global brand, and the launch of a Spanish language Web site demonstrates the company’s commitment to having a dialogue with Spanish speaking consumers worldwide,” said Maria Mandel, director of interactive marketing for DraftDigital.

Bluestreak has launched an online sweepstakes on behalf of new client Omni Hotels, which operates 40 first-class and luxury hotels and resorts throughout North America. The assignment is part of the launch of Omni Hotels’ mileage program, where guests can earn miles on partnering airline providers with qualified stays.

Dubbed the “Ideal World Sweepstakes,” the campaign allows one winner to choose from five prizes designed to provide them with an “Ideal World.” Bluestreak promoted the program through email lists, Web banners on OmniHotels.com, an Omni Hotels’ newsletter, and a referral program.

“We chose Bluestreak because of their expertise in online promotions, especially in referral marketing,” said Andrea DeLeon, interactive marketing manager at Omni Hotels. “Our customers are loyal and referral marketing is a perfect way for us to both continue to build an online community to retain current guests and offer incentives to expand our reach to future guests.”

Web design and technology firm Refinery has hired Kevin Labick as vice president of practice development. A former chief executive officer of KPE, Labick will provide customer solutions and business development services to Refinery clients such as Comcast and Bose, in addition to influencing the strategic direction of the company. Prior to KPE, he founded and was president of Mercury Seven, a Silicon Alley Internet strategy and development firm which was the original founder of ChannelSeven.com.

“Kevin brings more than 10 years of experience providing digital strategy solutions to Fortune 1000 firms, but more importantly he represents our continual drive to focus on our clients’ needs,” said Refinery CEO Andrew Sullivan.

For more breaking news on account action and executive moves, visit ChannelSeven.com.

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