Direct Mail: KeySpan Mails Bilingual Piece

KeySpan Energy Delivery, the largest distributor of natural gas in the Northeast, hopes to turn more Hispanics on to the benefits of heating with natural gas. Last week KeySpan launched a bilingual (Spanish/English) marketing and advertising campaign in New York and Massachusetts focusing on how converting to natural gas heating can improve a home–and family's–comfort.

The new KeySpan incorporates bilingual direct mail pieces to customers who are already using natural gas in their home for cooking or water heating, but are not using gas to heat their home. The direct mail campaign dropped on Monday Sept. 26. At the center of the campaign, is a message to "Enjoy now. Pay Later." with a special financing offer that would enable customers to convert their heating system and begin enjoying the comfort of natural gas heating right away, but defer their conversion payments for up to six months. The conversion process from start to finish will be in-language, with bilingual representatives handling incoming calls and follow-up, and Spanish-speaking contractors managing the conversion installments.

The campaign timeline for both New York and Massachusetts is as follows:

  • A Spanish radio ad will be broadcast beginning, Friday, Sept. 23, through, Friday, Oct. 7.
  • A Spanish newspaper ad will begin running Thursday, Sept. 29, through Friday, Oct. 14
  • Direct mail pieces will "drop" on Monday, Sept. 26.

To develop its campaign, KeySpan selected Boston-based ARGUS, a Latino-owned, full-service advertising agency with a specialty in working with the Hispanic Market.

KeySpan did not disclose the total value of the campaign.

The Hispanic marketing campaign comes on the heels of a similar KeySpan campaign in the Chinese Market, which launched in February of this year, and continues to date.