BellSouth Launches Hispanic & African American Ad Campaigns.

BellSouth announced the launch of Hispanic and African American advertising campaigns to support its simplified pricing structure for new residential BellSouth FastAccess customers.

“These campaigns are the largest advertising initiatives BellSouth has made in the Hispanic and African American markets,” said William Pate, vice president of advertising and public relations – BellSouth. “Through the campaigns, we illustrate our new high-speed Internet pricing structure – a simple, affordable Internet experience without the pricing gimmicks that are prevalent in many broadband offers today.”

The new Hispanic advertising campaign is a “celebration” of the new, simple and gimmick-free FastAccess DSL price of as low as $24.95. Advertising will run in Atlanta, Miami, Fort Lauderdale, Orlando, Raleigh-Durham and West Palm Beach. Ad mediums will vary per market and include television, radio, newspaper, online and direct mail.

Forty-six percent of Hispanics in the U.S. are currently online1, and that number is expected to grow. According to the 2004 AOL/Roper ASW Hispanic Cyberstudy, 53 percent of Hispanics who currently do not use the Internet predict that they will have Internet access within the next six months. In BellSouth’s service region alone the aggregate Hispanic population grew by 107 percent from 1990-20002.

BellSouth’s campaign to target the African American customer segment emphasizes the simplicity and price consistency of FastAccess DSL, as well as highlights the benefits of moving from dial-up to high-speed Internet service. BellSouth has placed ads in television, radio and direct mail media in several major Southeast markets.

BellSouth’s new Hispanic and African American advertising campaigns were developed to support the company’s recent move to simplify its broadband pricing structure. BellSouth now offers a single low price, with no shipping and handling or activation fees, for each speed of its FastAccess DSL service for residential customers.