Castells & Asociados Launches Comcast’s Hispanic Ad Campaign.

Comcast Cable has tapped Castells & Asociados Advertising as the national agency of record to support the company’s first national marketing outreach to Latino consumers. The campaign, consisting of six TV spots, eight radio spots and several direct mail and collateral pieces, will run through 2003 and beyond.

The new relationship with Castells & Asociados represents Comcast’s largest advertising commitment to reaching Hispanic audiences. The new campaign will launch Comcast’s Hispanic programming packages including CableLatino and support the Comcast brand. Castells also was awarded the multi-tactical media assignment for the campaign, which includes a major TV and radio effort, as well as newspaper and direct mail.

Comcast created its new CableLatino packages by expanding programming offerings to include Spanish-language and English-language video and audio channels that are highly valued by the Latino consumer. Networks offered in the packages include Cine Latino, CNN en Español, Discovery en Español, Fox Sports en Español, HTV Música, MTV en Español, Toon Disney, TVE Internacional, Utilísima and VH Uno. No long-term contracts are required, and the packages are offered at low fixed monthly prices.

Prior to campaign development, Castells & Asociados conducted consumer research in several of the top Hispanic markets served by Comcast in order to better understand the needs of Latino consumers. The campaign’s creative strategy focuses on describing what Latino consumers’ viewing experiences have been lacking. The ads position CableLatino as the packages that bring Latino consumers the programming they most want to see.

“Comcast realized that Latino consumers are an important part of the communities we serve, and we are committed to providing these valuable customers with what’s important to their lives,” said Mauro Panzera, Senior Director of Multicultural Marketing at Comcast. “We chose Castells & Asociados because of their strategic, high-energy and passionate team and their understanding of Latino consumer nuances across the United States. They have tremendous category experience, yet they bring a fresh, innovative perspective to our business. From the beginning, they clearly embraced our goals and identified and grasped the Comcast brand essence.”

“We are extremely committed to the Hispanic cable and Internet industries, which we’ve been actively involved with from the beginning,” said Liz Castells-Heard, President/CEO of Castells & Asociados. “We enjoy tremendous chemistry with the Comcast team and are excited about working together and applying our breadth of expertise to their business.”