Verizon Introduces New Marketing Campaigns Aimed at U.S. Hispanic Consumers
Verizon’s Unlimited Calling Plan, Freedom Essentials, and Online DSL Campaigns Featured in New TV Spots
July 26, 2006, NEW YORK - Verizon today announced two new marketing campaigns aimed at Hispanic phone customers to generate awareness of the company’s new unlimited calling plan and its DSL high-speed Internet access service. Both campaigns were created by La Agencia de Orcí & Asociados, one of the top independently owned Hispanic marketing agencies in the United States.
“We are very excited to have these two campaigns in the market designed to attract Hispanic customers,” said Joe Paz, group marketing manager for Verizon. “We want to raise the awareness about Verizon’s calling plan and the speed of Verizon’s DSL, which allows for faster downloads of photos, music and files, much faster than dial-up and at a very low cost.”
The campaigns consist of two 60-second television commercials, which will air on Spanish-language networks, and accompanying direct-mail campaigns.
One commercial informs viewers about Verizon’s new unlimited calling plan, Freedom Essentials. The commercial focuses on a man who was told to hush ever since he was a toddler, but who now speaks incessantly because he has Freedom Essentials.
The Verizon Freedom Essentials package includes unlimited regional and nationwide long-distance calls. Additionally, it comes with Caller ID, Home Voice Mail and Call Waiting and is available to customers for as low as $39.95 a month.
The second TV commercial targets consumers who are using a dial-up service to access the Internet and emphasizes there is no reason not to switch to Verizon DSL Internet access service because the price is comparable to dial-up and much faster, at up to 768 Kbps (kilobits per second). In the end, consumers are shown having a better entertainment broadband experience by switching to Verizon’s DSL, which costs $17.99 a month.
The Verizon Freedom Essentials television ad began airing in five markets in mid-month, and the Verizon DSL ad will be broadcast starting July 31 and run through August. The direct-mail campaigns began July 11.
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About Verizon Communications
Verizon Communications Inc. (NYSE:VZ), a Dow 30 company, is a leader in delivering broadband and other wireline and wireless communication innovations to mass market, business, government and wholesale customers. Verizon Wireless operates America’s most reliable wireless network, serving 53 million customers nationwide. Verizon Business operates one of the most expansive wholly-owned global IP networks. Verizon Telecom is deploying the nation’s most advanced fiber-optic network to deliver the benefits of converged communications, information and entertainment services to customers. Based in New York, Verizon has a diverse workforce of more than 250,000 and generates annual consolidated operating revenues of approximately $90 billion. For more information, visit www.verizon.com/espanol.
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