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Movistar Arena

Art and entertainment

Movistar Arena - Arte y entretenimiento

Movistar Arena is the first multi-purpose entertainment center in Argentina that is on an international level, close to the ones that can be found in major cities around the world.


Team working on this project.

2 account directors | 3 executive managers | 1 assistant | 1 art manager | 2 social media managers | 1 graphic designer


The launching and positioning plan for Movistar Arena had the goal of placing it as a groundbreaking entertainment center in Argentina and a landmark for the industry.


  • Previous communication plan.


  • Inauguration event addressed to audience of interest in order to attain a strong first connection based on the experience of the arena.


  • Response strategy to public comments and private messages in social media.


Previous institutional launching, journalist material was designed and distributed to graphic and audiovisual media, which included the description and renders about the venture and the definition of its relevant and distinctive features. The communication was effective, by setting its distinctiveness and visibility.

In accordance with the campaign plan, the first messages sought to communicate the constructive and technological innovations in this new center, and it left the question open on what the new experiences would trigger to create higher expectations and interest. In order to accomplish this, images and features of other “Arenas” were distributed, centers that were similar to the ones that were operated by ASM Global (manager of Movistar Arena) on the major cities around the world.


Movistar Arena launching raised significant interest on the target audience. Due to the implementation of the announced strategy, the communication of the identity and novelty in the experience was accomplished, and the brand could take its ambitioned place among segment and general audience promptly.


There was a broad press coverage the night of the event and the media shared its appraisal on Movistar Arena with the following distinguishing quotes:


“The most innovative entertainment center in Argentina”



“New concept on entertainment in Argentina”



“The new entertainment center, the most innovative and modern in Latin America”



“Movistar Arena, best place for brands and PR”



“The immensity of Movistar Arena”



“Formidable live entertainment center”



“Next generation indoor venue”


“New venue for major shows”


“Show facility with convenient access”


The launching event had more than 110 impacts on major mass media.

Clarín, La Nación, Infobae, Ámbito Financiero, El Cronista, Revista Noticias, BAE, Perfil, Diario Popular, Crónica, Diario de Cultura, Télam, Página 12, El Economista, Revista Clase Ejecutiva,, Urgente24, DossierNet, Marie Claire, Revista Rolling Stone, Billboard, Revista Pronto, La Voz del Interior, LatinSpot, Primicias Ya, Parte del Show, DiarioShow, Exitoína, Lifestyle, AdLatina, Cadena3, Radio Metro, Radio Nacional, FM Milenium, FM Rock&Pop, Radio Del Plata, Radio Continental, Radio La Red, Radio Mitre, Delta FM, Radio Rivadavia, CNN Radio Argentina, Canal 13, TELEFE, Canal 9, AméricaTV, A24, Crónica TV, TN, TV26, QMúsica TV and Ciudad Magazine.





Results. The audience (%):
would recommend it to a friend
listened to the artist perfectly.
entered easily.
considered the experience satisfying.

Experiencia que impulsa.




Carlos is a National Certified Public Accountant from UBA (University of Buenos Aires), with over 40 years of experience in domestic and international in the tax and accounting field. He provides consultancy to companies and individuals on tax and financial management. 

Verónica Ríos Borgogni

General Account Director

Verónica holds a BA in journalism and she has been working on Nueva Comunicación for over 20 years in the area of planning, development and implementation of corporate communication plans with sector associations, domestic and international companies. Moreover, she is a member of the Counseling for Spokespersons team, in which she coordinates courses of Media-Coach. 

María Belén Millán


Belén holds a BA in Journalism (USAL university) and she has an extensive experience in corporate communication counselling and brand PR, marketing and digital content, and crisis management and communication. She delivers training programs in Media Training and Personal Branding. She was granted a scholarship in U.S.A. by USIA (United States Information Agency). 

Luis Leyro


Luís holds a BA in Political Science and has specialized in political, institutional and corporate communication matters. He has over 25 years of experience in Nueva Comunicación in the development of accounts related to public services sector, industrial, consumers and finance sectors, among others. 

Marcela Ibiricu


Marcela holds a BA in Public Relations (UADE university). She has over 30 years of experience within the field of corporate strategic communication and media management. General Account Director is her role in Nueva Comunicación and she is in charge of the accounts of several customers related to the corporate sector, retail, health and mass consumption, among others. Concerns, Petitions, Complaints and Grievances in Social Media. 

Matteo Goretti

General Account Director

Matteo is a political scientist. He is a specialist in business and institutional communication, image and campaigns. Besides his 20 years’ experience as a director in Nueva Comunicación, he is Chairman in Fundación CEPPA (Research Center for Applied Public Policies).

Daniel Gonzalez


Daniel holds a BA in Sociology and postgraduate studies in Methodologies and Statistics in Social Sciences. He has been a Research Manager in Nueva Comunicación for over 20 years now. 

Iván Damianovich


Iván holds a BA in Journalism, granted by Del Salvador University. He has been working in Nueva Comunicación for over 20 years and he has specialized solidly in public identity (image, reputation and development) of business accounts, business associations and political campaigns.

Corina Tareni


Corina holds a BA in Public Relations. She works in Nueva Comunicación since 1985. As an executive director there, she has led communication and cross-platform comprehensive strategies for their domestic and international customers. Her expertise blends corporate, institutional and brand communication with public relations, digital marketing and concerns, petitions, complaints and grievances in social media.

César Mansilla


César is founder and chairman in Nueva Comunicación. He has built his professional career providing counseling to top national and foreign companies on communication, Public Affairs and Lobbying for over 30 years


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