October 7th, 2008

Alltel Targets Latinos with Dia de Los Muertos Concert

By Richard Tedesco
PROMO Magazine

Alltel is staging its second free Dia de Los Muertos (Day of the Dead) concert in El Paso, Texas, targeting younger Latino consumers for its “My Circle” calling plans.

“Mi Circulo Mi Musica” (“My Circle, My Music”) is the title of the concert celebration on Nov. 1, which aims to draw attendees into Alltel’s service circle. Million-CD selling Mexican band Reik, which just released its third album, “Un Dia Mas” (“One More Day”) makes a return appearance for the Alltel event where it performed last year.

Free concert tickets are available at select Alltel outlets in El Paso and Las Cruces, N.M. More information is available.

El Paso area customers who sign up for Alltel’s “My Circle” service during October receive a VIP upgrade for the concert, which includes prime seating, gift bags of concert memorabilia and access to a VIP party after the performance. To gain VIP access, customers must buy a Bluetooth headset, with a 25% discount on any smart phone or data card and receive free activation, as well.

The Day of the Dead is a spiritual observance for Mexicans, who traditionally visit the graves of their ancestors for acts of remembrance.

Last year’s concert gave Alltel a lively lift in new business among Latinos, according to Alltel spokesperson Lucie Pathmann, who said the concert targets 18- to 35-year olds with the opportunity to sign up for different forms of service on-site.

“They can sign up for pre-paid or post-paid services,” Pathmann said.

She indicated the event is part of Alltel’s larger marketing strategy to reach Latinos, who are typically are high-percentage mobile phone subscribers.

Alltel staged a similar concert event earlier this year in Phoenix that was also aimed at young Latinos.

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