AOL Latino Launches AOL’s Largest Ever Spanish Language Advertising and Marketing Campaign

AOL Latino Launches AOL’s Largest Ever Spanish Language Advertising and Marketing Campaign

Extensive Multimedia Campaign Includes TV, Print, Radio and Outdoor Advertising AOL's Running Man Aprende Español (Learns Spanish) in New TV Ad for AOL Latino 9.0 Optimizado


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DULLES, Va.–(HISPANIC PR WIRE – BUSINESS WIRE)–Nov. 10, 2003–AOL(R) Latino, the leading Internet service provider for U.S. Hispanics, today announced the launch of AOL’s largest ever Spanish language advertising and marketing campaign. With television, radio, print and outdoor advertising, this extensive initiative introduces AOL Latino 9.0 Optimizado to the exploding market of U.S. Hispanics online. Casanova Pendrill of Irvine, CA, created the campaign.

As part of the launch, three new commercials featuring AOL’s famous Running Man debut today on Univision Networks and in top 10 Telemundo markets including Miami, New York, Chicago and Los Angeles.

In one TV as, a teacher is writing Spanish words on the chalkboard and hears commotion behind her. She turns to ask who is passing messages in class and she sees the Running Man and other students looking away so as not to get caught. The ad closes with the voiceover: “America Online learned Spanish…introducing the new AOL Latino.” Two other TV commercials, called “Housekeeper” and “Love,” also launch today and feature the animated Running Man.

The radio campaign features two new spots that focus on the importance of Spanish language in U.S. Hispanic families. The spots insightfully convey a family’s affinity for Spanish, even while communicating online.

David Wellisch, Vice President and General Manager, AOL Latino, said: “Today, we are thrilled to kick off an ambitious campaign that introduces our AOL Latino brand and especially the popular Running Man to a nationwide Hispanic audience. Cutting across a range of media, this new campaign showcases the ease-of-use and practical benefits of the AOL service both for experienced users and those who are getting online for the very first time. To complement the ‘traditional’ forms of advertising and marketing, we will launch an extensive grassroots effort next year in targeted Hispanic markets to communicate in an even more direct and relevant way to our consumers.”

In addition to the new television spots, the campaign will include outdoor advertising on billboards in top 10 Hispanic markets; print advertising in Spanish language magazines; online advertising; and Univision Radio spots across 66 stations. AOL Latino 9.0 Optimizado ROMs will be distributed in retail outlets, through direct mail and special advertising inserts.

About AOL(R) Latino

AOL Latino, the leading Internet service provider for U.S. Hispanics, offers comprehensive Spanish product features such as toolbar, menus, Parental Controls, and Homework Help. AOL Latino also provides Spanish language content including U.S. and Latin American news, the latest in music, entertainment and sports, as well as access to all the existing content available on the English language AOL(R) service for no extra cost.

–30–CRB/ph*

CONTACT:

America Online

Lori Dolginoff, 212-652-6363

AOL Latino Launches AOL’s Largest Ever Spanish Language Advertising and Marketing Campaign