Acento takes off with Alaska Airlines.

Acento, a Los Angeles, California-based independent marketing communications agency, lands strategic planning and creative duties for Alaska Airlines as the carrier’s marketing agency of record.

“Alaska Airlines is serving a growing number of Spanish-speaking customers both in the United States and in our expanding markets in Mexico,” said Molly Brown, Alaska Airlines’ manager of advertising and promotions. “Working with Acento will support our efforts to further improve our service to these customers in their language of choice.”

The airline recently introduced a Spanish-language Web site and bilingual airport check-in kiosks. The airline also is aggressively recruiting Spanish-speaking employees.

Acento will help build demand for Alaska Airlines’ flights among Spanish-speakers both in the United States and in Mexico.

“Being a frequent flier to Mexico and a client of Alaska Airlines before we landed the account, I’m thrilled with the opportunity of communicating to the Latino community that Alaska Airlines is their best choice when traveling to any of the airline’s destinations – whether in the United States or in Mexico,” said Benito Martínez-Creel, president and CEO of Acento .