Verizon Wireless will be rolling out a new multi-platform campaign this month that will feature ordinary Latinos giving testimonials on why they prefer Verizon as their provider for mobile communications.

The campaign is running under the title “Confiable” or “Reliable” and will include print, television, radio, and direct marketing components. The company is featuring New York Latinos of varied ethnicities such as Puerto Ricans, Dominicans, Mexicans, Columbians, and Ecuadoreans, in order to appeal to as many different Latino groups as possible.

Charles Hand, President of Verizon Wireless' New York Metro Region commented recently that more than 35% of New York Metro Area employees hired last year speak both English and Spanish, and that the company's focus on Hispanics has led to a six-fold increase in its Hispanic customer base since 2003.

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