• May 9, 2003

Comcast Cable has picked Castells & Asociados Advertising as the national agency of record to support the company's first national marketing outreach to Latino consumers.

Castells & Asociados helped develop Comcast's ad campaign breaking this month in many of the markets served by Comcast. The campaign, consisting of six TV spots, eight radio spots and several direct mail and collateral pieces, will run this year and beyond.

The new campaign will launch Comcast's Hispanic programming packages including CableLatino and support the Comcast brand. Castells also was awarded the multi-tactical media assignment for the campaign, which includes a major TV and radio effort, as well as newspaper and direct mail.

Comcast created its new CableLatino packages by expanding programming offerings to include Spanish-language and English-language video and audio channels that are highly valued by the Latino consumer. Networks offered in the packages include Cine Latino, CNN en Espanol, Discovery en Espanol, Fox Sports en Espanol, HTV Musica, MTV en Espanol, Toon Disney, TVE Internacional, Utilisima and VH Uno. No long-term contracts are required, and the packages are offered at low fixed monthly prices.