VIVA Partnership Launches Verizon Wireless Campaign In Texas.

Texans have been known to brag about their state. Now, communications giant, Verizon Wireless, is leveraging Texas pride with a new statewide, Texas-specific campaign from Viva Partnership. The newly launched campaign targeting Texas Hispanics with jingles in Spanish with a little Spanglish thrown in for good measure, promotes Verizon Wireless calling plans featuring all Texas calls as local calls.

“This campaign reaches all Texas Latinos, border to border within the state, with a new and different approach,” according to Linda Lane Gonzalez, president of Viva. “We want to attract the attention of the many generations of Mexican-Americans here in Texas to let them know Verizon Wireless is making it easier, and less expensive for Texans to call throughout the state of Texas with their new Texas Local Digital Choice plan. Because radio is such an effective medium for reaching the broadest Hispanic audience, we’ve created an exciting on-air campaign using catchy jingles accompanied by traditional Mexican music and a dose of contemporary Cumbia.

The music, the splashes of English punctuating the Spanish dominant messages, fully reflect a Texas state of mind. The Texas-specific campaign, created and produced by Viva, is rolling out now on Spanish-language radio stations in key cities.

“This new campaign, with the new jingles we created for Verizon Wireless, are appealing to the ear,” adds Ms. Gonzalez. “We’ve gone totally Texas – to the point of providing Texas faceplates for Verizon Wireless phones, and other visual reminders of this great state. A series of billboards, announcing the Verizon Wireless Texas Local Digital Choice plan are also in the works.