Verizon will be using print media (newspapers and magazines) to advertise its Internet products. Based on the "A Todo Lo Que Da" theme, the Spanish-language TV, print and internet campaign was developed from market research the company conducted in 4 key Hispanic markets.
La Agencia de Orci created the campaign and has also been in charge of media planning and buying. The newspaper advertising campaign will be active in three markets during the fourth quarter of 2005: New York, Los Angeles and Boston. Spanish-language newspapers that will be used include La Opinión, Impacto USA, Mundo LA in Los Angeles and Diario/La Prensa, Vocero, Impacto Latin News in New York. The print ads delve into the connection between broadband connections and strong Hispanic interests such as music, sports, entertainment, and online gaming.
La Agencia de Orci is considering advertising in different Spanish-language magazines (Consumer and Business magazines) but has not made a decision yet.