The PR Net 100: BMF


BMF is an award-winning experiential and PR agency headquartered in New York City. The innovative team creates experiences through an experience-led PR lens with rich strategy and cultural relevance at its core. In June 2021, travel and tourism PR Industry veteran Ty Bentsen joined BMF as its new Head of Business Development. Under her leadership, BMF is reimagining its Earned Practice (PR) to more effectively suit the needs of travel/hospitality clients and to help internal teams focus on the most meaningful and impactful client work. Among the agency’s key client successes this summer, BMF partnered with Moxy Hotels to bring to life the Great British Road Trip. This fully integrated campaign not only lifted awareness for the brand and showed-up at property-level, but also engaged consumers via PR, digital and experiential extensions.

Notable long-term clients

Marriott International, Visa, Amazon, TikTok

Recent client wins

Sorel Liqueur, Rosewood, Clinique, Moxy UK (Great British Road Trip Campaign), IHG (US Open), Sheraton (Brand Transformation Immersion FAM), Lyft

Is there a big industry trend you’re backing in terms of your agency offering, and why do you think this area will continue to grow and influence the PR practice?

BMF’s central thesis in terms of our clients and the work we deliver is “made to inspire.” An industry trend that has always been at our core – but that is now influencing the broader PR conversation – is the idea of supporting minority-owned brands and clients with a purpose-driven narrative.

A prime example of this is our newest BMF Earned client - Sorel Liqueur from Jackie Summers, founder of JackFromBrooklyn Inc. Based on a centuries-old elixir, Sorel is the hibiscus-based liqueur expertly hand-crafted in small batches in Brooklyn. It is the first shelf-stable version of “the red drink” – a 500 year-old recipe born of the spice trade from West Africa and Barbados. Having originally introduced the product in 2012 to critical acclaim, Sorel is days away from it’s formal return to market on following a substantial investment from the Uncle Nearest Venture Fund, a $50 million fund intended to help Black-Owned companies achieve their goals in the competitive spirits market. We love supporting a brand that is more than just another must-have spirit for your bar cart - Sorel is a brand with depth, nuance, and one that amplifies important stories. 

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