Bromley/MS&L Named PR Industry Finalist.

Bromley/MS&L’s campaign for Terra.com was named a finalist for the 2004 PRWeek Awards Multi-cultural Campaign of the Year. The PR entry was selected as one of the nation’s best from 748 entries. The awards honor the industry’s best public relations efforts based on effective research, planning and meeting desired objectives. Bromley/MS&L is the only agency that has been nominated for multiple entries within the Multi-cultural category. Additionally, it is the only Hispanic-owned agency to be bestowed five nominations since the PRWeek Awards was introduced in the U.S. five years ago.

Reviewed by a panel of 75 judges, the campaign entitled “Terra.com Seeking Ink Off The Net” chronicled the challenges the team faced to manage media relations for a Spanish-language Internet portal for the entire country. Bromley’s PR team led an aggressive media relations campaign that generated over $ 500,000 in non-paid media coverage in less than 10 months. In order to retain the loyalty of the Hispanic user, the Internet portal teamed up with Fox Sports en Español and Telemundo to be the official site for fans of sporting events and reality TV shows. This move proved to be successful. The reality TV mini-site registered more than 361,000 online votes, 19 million page views and 12.5 minutes per visit and traffic to Terra.com doubled during key outreach periods.

“In this day and age, thousands of companies and organizations are competing for time with the media. The PR team carefully crafted its messages to resonate with all of our audiences and helped create greater brand awareness,” said Ana Sanchez, director of corporate communications for Terra.com. A comScore 2003 media matrix study ranked the Terra network of Web sites first in number of unique users and showed 15 percent more reach than other Spanish-language competitors.