Gateway Campaign Targets Hispanics
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.