CINGULAR WIRELESS BROADENS HISPANIC ADVERTISING EFFORTS

“As part of an effort to shore up its position as the largest U.S. wireless service provider, Cingular Wireless is placing new emphasis on Hispanic marketing strategies, said Roberto E. Garcia, executive director for Hispanic marketing.

The company, which has 52.3 million subscribers, is launching a new multimedia effort under the tagline “Adelante,” a Spanish term that has a number of meanings, including “moving forward,” “getting ahead,” “going on” and “welcome.” The insight behind the effort is based on immigrants’ desire to find the American dream in their new homeland, Mr. Garcia said.”

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