ATLANTA Viscom International of Atlanta said it is launching a new television and radio campaign for its Best Mexico brand of prepaid telephone cards.
The work includes two Spanish-language 60-second radio ads that are airing in Charlotte and Raleigh, N.C. The ads will play in 40 markets throughout the Southeast within the next few months.
The television work is a 30-second spot that will begin running next month on Univision in Atlanta and be expanded to 16 other markets during the next 12 months.
The campaign introduces a new tagline, "Minutos que aguantan" ("Minutes that last").
All the work was created in-house and targets Mexicans living in the U.S. who want to call Mexico.
Viscom has used several Atlanta agencies for projects since it opened in 2000, but has never retained an agency. The company, however, is considering hiring a shop to handle the work as its business grows, said Christina Steiner, vice president of marketing for Viscom.
Viscom, which sells the Best Mexico cards in 20 states, plans to go nationwide by the end of next year, Steiner said.
Campaign spending details were not available.