Skies Are Friendlier In Spanish

Bromley, Aguilar & Associates, San Antonio, this week launches its first campaign for Continental Airlines since landing the account last September.
The budget was undisclosed. Sources said the Houston-based airline plans to spend more than $10 million on ads aimed at Latin American and U.S. Hispanic consumers in 1998.
The first of several planned television spots breaks this week on Spanish-language networks in the U.S. and in spot markets in 17 Latin American countries. Supporting radio and print ads will follow.
The commercials use the same text-heavy look and “Work hard. Fly right.” tagline used in ads from Continental’s general market agency, N.W. Ayer & Partners, New York.
Instead of taking jabs at other airlines, as Ayer’s ads do, Bromley’s first 30-second television spot has a voiceover detailing Continental’s 445 weekly flights to 32 Latin American cities and the carrier’s Spanish-speaking flight attendants. The words “Volamos en Espa-ol,” or “We fly in Spanish,” appear on screen.
The ads follow a $1 million investment Continental made last year to better serve Spanish-speaking consumers. Those efforts include the addition of bilingual directional and instructional airport signage and cultural-sensitivity training for customer service representatives.