The brochure was created to increase awareness of the importance for in-culture communication in targeting the Hispanic market. The title was a play off of blunders experienced by former Braniff Airlines and the Parker Pen Company when selling points for their products or services were incorrectly translated.

Janina Calderon-Ferguson, President of Calderon Hispanic Marketing, commented, “This award affirms our mission to master in-culture communication to successfully reach the Hispanic market. It is gratifying to be recognized as one of the best by the leaders of our industry. They understood that our message was two-fold: the wrong translation can cause embarrassment, and reaching the Hispanic market without the appropriate expertise is a lot like ‘flying naked’. We’re delighted to receive this honor.”