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The campaign, which will be divided into three phases running through late December, launches with a new commercial focusing on educating Hispanic families on the benefits of getting Internet service in the home.

In addition, the commercial builds on the empowerment theme. According to the most recent AOL/Roper ASW U.S. Hispanic Cyberstudy released this Spring, empowerment plays a central role in the decision making process of Hispanic consumers intending to purchase a computer or get an Internet connection at home. The study also states that seven out of ten Hispanics believe having an Internet connection at home improves their children’s performance in school, enabling them to better increase their chances of getting into college, and ultimately obtain better jobs.

AOL Latino is also offering for the first time a $50 bounty to its existing members when they refer a friend to the service, and that friend becomes a paid member. The program titled “Sign on a Friend” is serving as an incentive for current members to offer AOL Latino to other members of their community. Current AOL Latino members can get details regarding the Sign on a Friend program at AOL Keyword: “Refiere a un Amigo” (“Sign on a Friend.”)

Mercy Lugo-Struthers, AOL Latino’s Director of Hispanic Marketing says, “Since the launch of AOL Latino last Fall, we have been conducting ongoing research to better understand the complexities and needs of the U.S. Hispanic household while continuing to strengthen our content and product offerings.”

“We decided to focus on communicating through traditional media how AOL Latino can empower the daily lives of its members. Through a range of new tactics, including incorporating street teams and other grassroots initiatives, we are confident that our campaign will successfully communicate the importance of getting an online service in the home and the value of AOL Latino.”

The initial television ad titled “the Talk” opens with a young boy asking his parents, “In school all the kids have it… Why don’t we have Internet access at home?” The benefits of AOL Latino are explained as the ad continues showcasing such services as “Pregúntale al Maestro” (“Ask a Teacher”) which offers access to bilingual homework help. The ad concludes as the father brings home a computer with access to AOL Latino. The family gets online and later the child proudly brings home the winning report-card he received from school.

In addition, AOL Latino 9.0 Optimizado ROMs will be distributed in major retail outlets this Fall. ROMs will also be circulated through direct mail and promotional events.

The advertising campaign was created by Casanova Pendrill of Costa Mesa, CA, with newly hired Market Vision of San Antonio, TX as the promotional agency of record.