Nextel Expands Hispanic Initiative.

Nextel Communications Inc. announced the further targeted expansion of the “Nextel. Ya.” advertising campaign to the Hispanic communities in Orlando, Tampa, Boston, Philadelphia, Fresno, Sacramento and the Washington, D.C. area. The expansion includes a new Spanish-language television advertisement, which will air in these markets as well as Los Angeles, Miami, Chicago, San Diego, New York, Dallas and Houston. The campaign also includes new print, outdoor and radio executions. Nextel will continue to build upon this initiative throughout 2005 and plans to provide wireless services to approximately 75 percent of the Hispanic population in the United States during the course of the year.

Launched in 2003 and created by Accentmarketing, Nextel’s agency of record for Hispanic marketing, the “Nextel. Ya.” campaign, equivalent to “Nextel. Done.” has resonated well with Nextel’s targeted Hispanic customers, the small and home office business owner. Spanish-speaking customers can conduct business in Spanish with bilingual sales staff at more than a third of Nextel’s 700 Retail Stores or via a dedicated toll-free Spanish-speaking customer care line, and in March of this year, selected Nextel Retail Stores around the country will feature integrated Spanish sales stations designed specifically for Nextel’s Hispanic customers.

“We have been pleased with the success of our Hispanic Initiative and with the ‘Ya’ campaign,” said Miguel Avila, senior director, Nextel Hispanic Marketing. “Nextel continues to roll-out targeted Spanish advertising efforts in markets across the US because we believe the Hispanic population in them will place the same high value on instant communications that we’ve found that others do. Our customers view it as an integral part of everyday family, community and business life. Nextel understands that and is the only provider that can offer instant communications to meet that need.”