- Della de Lafuente

NEW YORK Terra Networks has launched a rebranding campaign aimed at attracting new online users and cementing its U.S. Web portal as the digital destination for Hispanics.

Ads begin rolling out this week in Dallas, Los Angeles, Miami and New York via radio, out-of-home media and the Web. TV spots are in the works. Alma DDB, Miami, is responsible for creative duties and WPP's MindShare, Miami, handles buying chores.

This marks the first significant marketing push in some time for the company, and comes as Terra and its U.S. Hispanic-targeted Web portal approach their 10th year online in 2009. It also coincides with the redesign and relaunch of Terra.com, which debuted last Friday along with the site's extended bilingual coverage of the 2008 Beijing Olympics.

"The relaunch is a way to bring the brand back to the forefront of the marketplace," said Jorge Mercado, the client's director of marketing, in an interview. "This is definitely the moment for us to come out and push forth all of the original content and specialty things that we have."

Ads showcase Terra as a young, lively brand "that has been born digital and has been born Hispanic," Mercado said. "Terra was born digital and this is what we do, this is what we know and this is how we program [online content]."

Out-of-home advertising is planned for city buses, bus stops and high-profile buildings. Digital advertising and banners are destined for online digital ad networks including TribalFusion.com and MiGente.com, per Mercado.

Radio spots in Spanish remind listeners that Terra has the answer for everything they are looking for, whether it['s music, entertainment or sports. "Whatever it is, Terra has it," Mercado said.

A bilingual tag for the spots is designed to drive home the idea that anything on Terra has your link and asks online users: "Cual es tu link?" ("What's your link?"), he added.

A viral campaign promoting the Olympics via FaceBook.com was launched ahead of the 2008 Summer Games, per Mercado.

"We want to go after online users, continuing to meet their needs as loyal users, and at the same time bring in new users to let them know all Terra has to offer," Mercado said.