Page 45 - ATT DEI Annual Report
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D uring Hispanic Heritage Month in 2019, breadth of diversity within the Hispanic segment.
AT&T launched a new Hispanic platform “We know all Hispanics are not the same,” she says.
called “A Ti Y A Ti.” Designed to put consumers “We know they’re not a homogeneous group. Some
at the center, the program cemented AT&T’s may speak Spanish, but they also come from 21 Intro Employees Communities Customers Content Suppliers Awards
over 50-year commitment to empowering different countries of origin. I think AT&T does a
Hispanics with in-language communication great job of understanding that there’s
services. To celebrate the program’s launch, we
more depth to it.”
participated in festivals and events and hosted
cafecitos at retail stores in five markets last Ventura points out that while in-store cafecitos
September. These small in-store coffee shops in Miami offered a selection of Brazilian goiabada
represented the diverse tastes of individual pastries, stores in Los Angeles provided Mexican
SOCIAL MEDIA NET EFFORTS
neighborhoods, drawing people together over breads to customers. “It’s about creating a deeper
62 % 15 % 250 hot chocolate or the sweet cinnamon of a And we’re also reaching out to a multicultural 45
connection. People have relationships over coffee.
café de ollo.
group – a multigenerational group. So there’s a lot
POSITIVE STRONGER RESULTS HOSTED EVENTS A Ti Y A Ti (“To you and to you”) means that
THAN SIMILAR AT AT&T STORES AT&T has something for you – and for you. to keep in mind. In the end it’s about being
CAMPAIGNS
AT&T Lead Marketing Manager Veronica Ventura authentic and genuine.”
says the program reflects what the company AT&T D&I Annual Report 2019
does best: understanding the depth and
