Matlock, Bromley Market BellSouth to Minorities

ATLANTA BellSouth launched an advertising campaign for its high-speed Internet connection to African Americans and Hispanics this week in an effort the company calls its largest ever to reach either group.

The campaign directed at African Americans was created by independent Matlock Advertising in Atlanta and includes television, radio and direct mail throughout the company’s nine-state service area in the Southeast. The ads emphasis the simplicity and low price of the service and encourages people to switch from dial-up service to DSL.

The Miami office of Publicis Groupe’s Bromley created the Hispanic campaign. The ads are presented as a celebration of the new low price for the DSL service and are running on TV and radio stations and in newspapers in Atlanta, Raleigh-Durham, N.C., and Miami, Fort Lauderdale, Orlando and West Palm Beach, Fla.

The company said the Hispanic population in its service area grew by 107 percent from 1990 to 2000.

BellSouth launched a general-market campaign for the service last week from Grey in Atlanta and New York.

The company did not disclose the amount it is spending on the work.