Elmsford, NY–(HISPANIC PR WIRE)–June 21, 2004–Nextel Communications Inc. (NASDAQ: NXTL) today announced the expansion of its concentrated marketing and sales initiative to introduce its differentiated wireless voice and data services to Hispanic communities in New York, New Jersey and Connecticut.
Customers in New York, New Jersey and Connecticut will now have the opportunity to conduct business in Spanish at Nextel Retail Store outlets and through dedicated toll-free Spanish-speaking customer care and telesales operators.
“We are pleased to expand our Hispanic Initiative into New York, New Jersey and Connecticut, where we already offer Nextel’s unique wireless solutions,” said Pepe Carreras, director of Hispanic marketing for Nextel’s North region. “Beginning last year, we launched markets in other parts of the country with great success, and it is our hope to continue these efforts with a campaign that reinforces our ‘Nextel. Done.’ messaging to our Spanish-speaking customers in the tri-state area.”
Updated Advertising CampaignThis expansion will launch today with a new Spanish-language advertising campaign themed, “Life can change in a second.” The advertising campaign, which falls under the “Nextel. Ya.” umbrella is in line with the “Nextel. Done.” branding designed to represent the “can do” attitude of Nextel’s current and prospective customers. The campaign will include television, radio and print media. To ensure that the “Nextel. Done.” brand would be relevant and would resonate in the Latino community, Nextel conducted a series of Hispanic focus groups in the fall of last year.
As a result, Nextel developed the “Ya” campaign. “Ya” – encompassing “right now”, “immediate” “ready” and “complete” in Spanish – was selected as the best equivalent of “Done” and resonated very well with Nextel’s primary Latino customers, the small and home office business owner. “Nextel. Ya.” reinforces the importance of instant communication as an integral part of everyday family, community and business life.
Additional Independent Authorized Representatives and Sponsorships NeededTo further extend its brand awareness among the Latino community, Nextel is currently seeking additional bilingual Independent Authorized Representatives to showcase Nextel’s products and services. Those interested should contact Nextel at (914) 407-7200.
Spanish-speaking customers can sign up for Nextel service by calling 1-888-NEXTEL5, contacting their local area Nextel representative, or visiting a Nextel retail location. Many Nextel Retail Stores and Authorized Dealers throughout the New York metro area currently have Spanish language Nextel representatives as well as products and services collateral to better serve customers. To locate a bilingual store, visit http://www.nextel.com/español.
International Direct Connect(R)
Nextel’s revolutionary Push To Talk(TM) walkie-talkie feature is built into every Nextel(R) phone from Motorola and went nationwide in 2003 with Nationwide Direct Connect (SM) walkie-talkie service and international in 2004 with International Direct Connect. Nextel Direct Connect(R) walkie-talkie service provides the fastest way to connect to the people callers need to contact most often, putting the caller through instantly. In 2004, the service expanded to provide under-a-second digital walkie-talkie connections between the United States, Brazil, Argentina and Peru as well as between the United States and Canada. Nextel U.S. subscribers traveling in these countries can now also benefit from data services, including BlackBerry(R) and mobile e-mail, two-way messaging and wireless Web access. Nextel and NII Holdings also plan to launch International Direct Connect(SM) walkie-talkie service in Mexico this summer.
Wireless Data Services
Nextel provides wireless data services to stay connected with clients, co-workers, friends and family. The capabilities include two-way messaging, text and numeric messaging, and AOL Instant Messenger as well as Internet access and mobile e-mail.
Nextel Communications, a FORTUNE 200 company based in Reston, Va., is a leading provider of fully integrated wireless communications services and has built the largest guaranteed all-digital wireless network in the country covering thousands of communities across the United States. Today 95 percent of FORTUNE 500(R) companies are Nextel customers. Nextel and Nextel Partners, Inc. currently serve 295 of the top 300 U.S. markets where approximately 252 million people live or work.
Nextel Communications, Inc.
Diane Rainey, 914-407-7282