LOS ANGELES - Bank of America has launched a major television, print, and billboard advertising campaign aimed at the rapidly growing Hispanic population in the Southwest.

The campaign, with the theme "Cerca de Ti" (Close To You), will be seen on 24 Spanish-language television stations through mid-December. Billboards will appear in 17 major metropolitan markets during that time.

"More than one-third of Bank of America's new customers are Hispanic, and our goal is to help them succeed by making available the right products and services," said Gary Matus, the bank's executive vice president for future markets. He said the message is "about attitude, commitment, and trust."

Bank of America said it has been doing significant Spanish-language marketing and advertising since 1989.

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