AOL Latino Launches Ad Effort.

AOL Latino announced the launch of a new television and radio campaign targeting five top Hispanic markets including New York, Los Angeles, Miami, Chicago and Dallas. The ads will communicate an overall theme of how AOL Latino takes members further than any other Internet provider. The spots will air throughout the fall on all the major Spanish language networks including Univision, Telemundo and Azteca America .

Radio spots will also break on Hispanic radio networks including Univision Radio and Spanish Broadcasting System. Both the television and radio ads will focus on communicating member exclusive services offered only by AOL Latino including English lessons available at no extra cost, plus the ability to switch between Spanish and English programming features and tools. The campaign was created by Casanova Pendrill of Costa Mesa, CA.

Additionally, the new ads continue to build on AOL Latino’s empowerment and education message. According to the 2005 AOL/Roper U.S. Hispanic Cyberstudy released this month, empowerment continues to play a central role in the decision making process of Hispanic consumers intending to purchase a computer or get an Internet connection at home, with nearly 80% saying that the Internet will benefit their children’s performance in school.

“AOL Latino’s mission is to empower the Hispanic community to get online,” said David Wellisch, Vice President and General Manager, AOL Latino. “We decided to reinforce this message in our ad campaign by communicating the value of the AOL Latino service that provides relevant and exclusive services and tools to benefit the entire family, all while they navigate in a safe online environment.”

The initial television ad titled “Chatting” highlights AOL Latino’s partnership with Berlitz Languages Inc. to offer free English lessons to current members. The ad begins with a man concentrating on his computer screen. His wife stops by and overhears her husband chatting with a female. She lingers to see if she can hear who he is speaking with, only to discover her husband is interacting with his English lesson.

The second television spot, which will begin airing later this year, is titled “We Have Internet” and also focuses on the many services that members can obtain such as AOL’s award winning Parental Controls, original content, personalized expressions and much more.

Later this year, AOL Latino will also relaunch the AOL Optimized PC offer with a new updated version of last year’s commercial. The spot will emphasize AOL Latino’s mission to empower Hispanic families by offering a comprehensive bilingual computer system for under $300, with a 12-month AOL Latino membership commitment. The commercial will also highlight the importance of having Internet access at home and the role it plays in a child’s education.