Nextel’s Hispanic Ads Target Texans

DALLAS Nextel Communications is beefing up its marketing efforts among Spanish-speaking Texans on the heels of a new ad campaign.

The Reston, Va.-based wireless-communications company is providing Spanish-speaking customer-service and sales operators for the Hispanic market in Texas, client officials said.

Created by Accentmarketing in Miami, the latest installment of the “Nextel. Ya” campaign, which translates to “Nextel. Done,” launched last year and ran in New York, New Jersey, Connecticut, Chicago, Miami, Los Angeles and San Diego. The new Hispanic work, which will run only in Texas, will feature print ads and radio spots, the client said.

“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 Texas,” said Jon Munoz, director of Hispanic marketing for Nextel’s Southern region.

The campaign, which will run for the foreseeable future, comes on the heels of focus-group studies among Hispanic consumers. Nextel also is recruiting bilingual sales representatives to promote its products and services.

Nextel spent $1 million on Hispanic network TV ads in 2003, according to Nielsen Monitor-Plus.

Accentmarketing, an affiliate of the Interpublic Group of Companies, has handled Nextel’s Hispanic advertising duties since 2002, the client said. Omnicom Group’s TBWA\Chiat\Day in New York is responsible for Nextel’s general-market account.