BellSouth new campaign for a FastAccess DSL price of as low as $24.95 will have an important print advertising component. Carolina Roig, BellSouth Hispanic Consumer Advertising, manager tells Portada® that the newspaper campaign began on August 2nd. Ads were bought in the following newspapers: El Nuevo Herald (Knight Ridder, Miami), – El Sentinel (Tribune, Ft. Lauderdale), El Sentinel (Tribune, Orlando) and La Palma (Tribune, West Palm Beach).
BellSouth will also advertise in a People en español edition distributed in the 9 Southeastern states where Bell South operates.
A TV campaign started last week in Atlanta; Miami; Fort Lauderdale, Fla.; Orlando, Fla.; West Palm Beach, Fla.; and Raleigh-Durham, N.C.
Bell South's Carolina Roig tells Portada® that there are approximately 1.1 million Hispanic households in the 9 states where BellSouth operates.
BellSouth will also direct mail Spanish-language offers to an in-house database of 1.1 million Hispanic households. There will be two direct mail drops. These drops will “a couple of weeks after mass-media goes on air.”, Roig notes. Additionally, BellSouth will do a shared-mail campaign. Its offer will be included in ADVO's Shopwise wrap. ADVO will distribute Shopwise in neighborhoods with a high percentage of Hispanic population.
“These campaigns are the largest advertising initiatives BellSouth has made in the Hispanic market," said William Pate, vice president of advertising and public relations for BellSouth. "Through the campaigns, we illustrate our new high-speed Internet pricing structure — a simple, affordable Internet experience without the pricing gimmicks that are prevalent in many broadband offers today."