Ornelas & Associates here last week launched a radio and outdoor campaign in California for GTE Network Services, touting the firm's pay-per-use residential phone offerings to Hispanics.
Utilizing billboards, bus shelters and radio executions on English and Spanish-language stations, the new work is designed to encourage "repetitive, habitual" usage for such services as "*69 call back" and "*66 redial." The ads are playing in the Los Angeles and Santa Barbara, Calif., markets.
The advertising is particularly aimed at young Hispanic women, according to agency president Victor Ornelas. "What makes this campaign significant is the target audience and marketing strategy," he said.
Billings for the ad effort were undisclosed. --Glen Fest