"I'm not a politician so I'll have a very different kind of campaign," Gomez said in a video unveiled on his campaign website.
His first words on the video were in Spanish, an attempt to reach out to Latino voters, the Boston Herald reported.
Gomez, a private equity investor from Cohasset, will face GOP state Rep. Dan Winslow in the April 30 primary if each can obtain the necessary 10,000 signatures to obtain a spot on the ballot.
U.S. Reps. Edward J. Markey and Stephen F. Lynch have also launched Senate bids, seeking the Democratic nomination, the newspaper said.
The Senate seat became available when John Kerry became secretary of defense.
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