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Speaking the language

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AirTouch Cellular is reaching out to Southern California's growing middle-class Hispanic community with its first-ever Spanish-language ad campaign in the market.
RLR/Jarrin Advertising & Marketing in Pasadena, Calif., has developed the campaign that includes two 30-second TV commercials running on local Spanish-language station KMEX.
In addition, 60-second radio ads promoting a cellular phone and prepaid card giveaway are running on several Spanish-language radio stations. RLR has also developed outdoor and newspaper ads as well as sales literature.
The broadcast campaign features person-on-the-street interviews recorded at Olvera Street in Los Angeles. The spots began late last month and run through early next year. The ads stress the importance and affordability of cellular service.
The agency's and client's research showed that more than 60 percent of Los Angeles-area Hispanics have incomes "compatible" with using cellular service.
-Angela Dawson