Qwest crafts DSL campaign for Hispanic communities
Qwest (NYSE: Q) sees the Hispanic community as a ripe demographic to offer up its broadband wares, so it has put together a Spanish-language advertising campaign in hopes of enticing this community to subscribe to its DSL service.
Set to be launched in six markets, including New Mexico, Arizona, Colorado, Minnesota, Utah and Washington, Qwest's "Domina Tu Mundo" (Dominate Your World) Heavy Duty Internet service campaign will offer a 1.5 Mbps service with security features and WiFi access for a six month $19.99 introductory rate.
One market where Qwest believes its promotion will really resonate is New Mexico. With 45.6 percent of state residents and 39.9 percent of the Albuquerque population being Hispanic, according to U.S. Census Bureau figures, New Mexico has the highest concentration of potential Hispanic users.
Overall, Qwest's instincts about the Hispanic market are spot on. Insight Research's report "US Hispanic Use of Telecommunications Services 2010-2015" says U.S. Hispanic communities will spend $257 billion on telecommunications services, accounting for 17 percent of all residential telecom expenditures.
- New Mexico Business Weekly has this article