BellSouth Introduces New African American And Hispanic Advertising Campaigns

BellSouth (NYSE: BLS) announced the launch of Hispanic and African-American advertising campaigns to support its simplified pricing structure for new residential BellSouth(R) FastAccess(R) customers.

“These campaigns are the largest advertising initiatives BellSouth has made in the Hispanic and African-American markets,” said William Pate, vice president of advertising and public relations – BellSouth. “Through the campaigns, we illustrate our new high-speed Internet pricing structure – a simple, affordable Internet experience without the pricing gimmicks that are prevalent in many broadband offers today.”

The new Hispanic advertising campaign is a “celebration” of the new, simple and gimmick-free FastAccess DSL price of as low as $24.95. Advertising will run in Atlanta, Miami, Fort Lauderdale, Orlando, Raleigh-Durham and West Palm Beach. Ad mediums will vary per market and include television, radio, newspaper, online and direct mail.

Forty-six percent of Hispanics in the U.S. are currently online(1), and that number is expected to grow. According to the 2004 AOL/Roper ASW Hispanic Cyberstudy, 53 percent of Hispanics who currently do not use the Internet predict that they will have Internet access within the next six months. In BellSouth’s service region alone the aggregate Hispanic population grew by 107 percent from 1990-2000(2).

BellSouth’s campaign to target the African-American customer segment emphasizes the simplicity and price consistency of FastAccess DSL, as well as highlights the benefits of moving from dial-up to high-speed Internet service. BellSouth has placed ads in television, radio and direct mail media in several major Southeast markets.

BellSouth’s new Hispanic and African-American advertising campaigns were developed to support the company’s recent move to simplify its broadband pricing structure. BellSouth now offers a single low price, with no shipping and handling or activation fees, for each speed of its FastAccess DSL service for residential customers.

BellSouth’s tiered-speed approach to broadband provides customers with a range of high-speed Internet services that allow them to choose the speed and price that best meets their needs:

– FastAccess(R) DSL Lite, with downstream speeds up to 256Kbps, is perfect for basic Web surfing and accessing e mail without the delays and hassles of dial-up. Under the new pricing structure, this service is available to new customers for $24.95 per month.
– FastAccess(R) DSL Ultra, featuring downstream speeds up to 1.5Mbps, is ideal for downloading large files, photos, music and video at super fast speeds, and is now available to new customers for $32.95 per month.
– FastAccess(R) DSL Xtreme, with downstream speeds up to 3Mbps and BellSouth’s fastest DSL Internet service, allows customers to enjoy streaming video and experience online games at lightning-fast speeds.

This service is now available to new customers for $42.95 per month.

For more information on FastAccess DSL Internet service, visit http://www.fastaccess.com or call 1-888-321-ADSL.

Via PRNewswire

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