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    Electricity deregulation has become the usual way of things in Texas, one of the biggest success stories for competition in electricity rates. But a substantial proportion of the population still has not switched their electricity providers away from their utility companies, either because they have not found a deal they like or they are still unfamiliar with their options.

    In an effort to make sure that they reach as much of the population of the state as possible, retail electricity provider TXU Energy announced recently that it plans to start an advertising push targeted toward the Hispanic community.

    To help push through their message about lower electricity rates and options about electricity suppliers, TXU has partnered with New York City- and Dallas-based advertising company Dieste, Inc., a group that specializes in marketing toward multicultural audiences.

    “We are thrilled to work for a company that has such a great story to tell,” Tony Dieste, chairman of Dieste, said in a statement. “With its increased focus on innovative products and customer service, we look forward to helping TXU bring great energy solutions to key consumer segments.”

    The U.S. Census Bureau reports that in 2010 more than 37 percent of Texans were Hispanic, more than double the national average.