AT&T's new ad campaign features a series of Spanish TV ads targeting Latinos during the holiday season. AT&T hopes to reach this group at a time when they will be reaching out to loved ones with new phones and international calls. The ads are designed to show Hispanic consumers the products and services that will help keep them connected with their families and friends -- especially during the holiday season.
Ads will feature prominent Latino celebrities, including Gloria Estefan, Univision entertainment reporters Raul de Molina and Lili Estefan of the program El Gordo y la Flaca, and mexican actress Angelica Vale, best known for her starring role in the telenovela La Fea Mas Bella.
Each of the ads talks up a different aspect of the AT&T plan, but the two most marketable services offered have to be the AT&T World Connect Mexico calling plan; and AT&T's GoPhone, the pay-as-you-go service that gives consumers the option of purchasing a reload card with a preloaded dollar amount, deducted from an account; or a prepaid plan, similar to most calling services that are billed every month. Both promotions highlight the AT&T's newest feature: roaming capability in Mexico for 99 cents per minute. According to Roberto Garcia, executive director of Hispanic Marketing at AT&T, users can cross the border and use their phone while in Mexico. For people who live and work on the border, traveling back and forth between the United States and Mexico every day, this option is ideal.
I really like what AT&T is doing with international phone capabilities. It's annoying that mobile services doesn't automatically cross national borders, requiring new phone purchases for prolonged travel. AT&T has really reached the Hispanic market by offering a package that enables them to travel, work, and stay connected.
The GoPhone campaign launches on November 15 in key border cities like San Diego, Tucson, and San Antonio.
Information from this article came from this article in Adweek.
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