Nextel Communications Inc. launched a marketing and sales initiative targeting the U.S. Hispanic community that will include the carrier’s first Spanish language advertising campaign in broadcast television, radio, billboard and print media.
The campaign will begin in Chicago, San Diego and San Antonio, with plans to roll out services to all top U.S. Hispanic markets during the next year.
As part of the marketing effort, Nextel recently appointed Miguel Avila to senior director Hispanic marketing and Beatriz Helguero to senior program manager to lead the initiative. Prior to the Nextel appointments, Avila developed U.S. Hispanic businesses for a number of Fortune 500 companies, including Proctor & Gamble, Miller Brewing Co. and most recently Capital One. Helguero worked at America Online, where she developed the first AOL Spanish-language registration process and directed partner-marketing work with Mercedes-Benz of North America.
“In an effort to earn the loyalty and business of the Hispanic community, Nextel will continue to identify opportunities to offer differentiated products and services that uniquely address the needs of this growing market segment,” said Pat Garner, senior vice president emerging markets at Nextel.
