Gateway Campaign Targets Hispanics

Share this article:
Gateway Inc., San Diego, said this week that it is set to launch an ethnic marketing campaign targeting the nation's 30-million-plus Hispanic consumers beginning this quarter. The program will include Spanish-language hardware and software components, as well as an integrated sales and marketing effort in various media.


The campaign will emphasize the personal aspect of personal computers by making a play on the words "tomarlo personal," which translates to "taking it personal" in Spanish.


Gateway senior vice president R. Todd Bradley said the Hispanic market's appeal is no different from the company's mainstream market - that Hispanic consumers simply want quality products and education for their children supported by information in their language.


"With an estimated 8.9 million U.S. Hispanic households, direct marketing is the least costly way today to reach the group," he said.


According to a recent report by Forrester Research Inc., Cambridge, MA, about 43 percent of Hispanic households will be online in 2000.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Publicis Constructs Pan-Agency Marketing Platform With Adobe

Publicis Constructs Pan-Agency Marketing Platform With Adobe

Riding on the Adobe Marketing Cloud, the Always-On Platform aims to unite all Publicis Agencies around delivering cross-channel efficiencies to clients.

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.