Español.com Launches $10 Million Campaign

Spanish language retailer Español.com officially launched and said it plans a $10 million advertising campaign targeted at the U.S. Latino market, Puerto Rico and Mexico.

The national broadcast, online, outdoor and print campaign, created by Nazca Saatchi & Saatchi, began appearing Oct. 27.

As an online retailer created specifically for Spanish-speakers, Español.com is aimed at the Latino market whose buying power, the company said, is expected to double to $411 billion next year.

The ads center around the importance of the letter “ñ,” the official stamp of authenticity and the accepted cultural icon for the Latino generation.

By taking a humorous approach to well-known Spanish-language titles in literature, film and music and omitting the essential “ñ,” Español.com’s ads communicate that things just aren’t the same if they are not in Español.

“Our advertising campaign initially will target the more than 5 million U.S. online Latinos who have distinct shopping preferences that can’t be met by existing English-language sites, no matter how broad their selections are,” said Kyle McNamara, president and chief executive officer of Español.com.

“We believe Spanish-speaking consumers require a bonafide Latin e-shopping opportunity.”

The campaign will consist of advertising on broadcast and cable television, print Internet and local radio in each of the top Hispanic markets, as well as outdoor advertising.

At launch, Español.com, which carries the BBBOnline seal, is marketing Spanish-language books, music and videos. Other products coming soon include jewelry, electronics, spiritual items, sporting goods, fragrances and cosmetics.

Español.com will also offer value-added Web-based community services including personal email accounts and Web page hosting, contact managers, online calendars, electronic postcards, reminder services and interactive radio and television.