 Ancestry.com is the world's largest online family history resource with two million paying subscribers. In early 2012, Ancestry.com challenged MSL Group to broaden the reach of its consumer media outreach program to new audiences while maintaining high levels of awareness among its core demographic. The team embraced the challenge with the launch of the 1930 Mexico National Census, the first big campaign targeted at the U.S. Hispanic audience. Working closely with MSL Group's Hispanic practice and MSL Group's entertainment practice, this campaign was a resounding success. The collaborative approach delivered 278 million impressions, $25 million in advertising value and broad coverage in key national and local media including Telemundo, Univision, Associated Press, CNN, and KTLA. Continuing its focus on reaching new audiences, MSL Group secured creative new opportunities with outlets that haven't traditionally covered family history or Ancestry.com. Folks at Ancestry.com say there's a relative of mine here today who I've never met. Ancestry.com helped Anderson Cooper meet his distant cousin for the first time. Two recent campaigns offer the strongest results to date in support of Ancestry.com's biggest initiative of 2012, the 1940 U.S. Census. The 1940 U.S. Census launch campaign generated 345 print, online, and broadcast stories and more than 165 million impressions across all forms of media. The strategy delivered more than media coverage. Ancestry.com set new records for unique visitors, validating that the strategy to reach new audiences was paying off. MSL Group then developed a strategy revolving around former New York City Mayor Ed Koch, also known as Mr. New York, as a spokesperson on a campaign for New York State. This targeted campaign generated more than 225 stories and more than 166 million impressions, which resulted in a tenfold leap in page views and searches. As the partnership between Ancestry.com and MSL Group continues to grow, both organizations look forward to demonstrating the power of public relations to reach new audiences, reinforce relationships with existing ones, and deliver impactful business results.