AT&T Targets Boricua Pride [4-A]

AT&T has rolled out a new ad-campaign that uses Puerto Rican celebrities to tap into Boricua pride—and dollars. The campaign features TV spots, out of home advertising and “DJ chatter,” in such prevalent Puerto Rican Hispanic markets as New York, Orlando, Tampa, Chicago, Washington DC and Boston.

The featured celebrities include performers Roselyn Sanchez, Alexis & Fido, and Orlando Magic basketball player Carlos Arroyo.

The campaign focuses on AT&T’s new plan that offers U.S. customers unlimited calling to AT&T customers in Puerto Rico. The ads are currently running and will continue through mid-April.

AT&T’s agency of record is The Bravo Group. Media buying is being handled by MediaEdge.

Related Article: Boricua Bash (June 2007)


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