LONDON—Ciao, a leading European comparison portal and shopping community, has appointed Hotwire to run a pan-European campaign targeting consumers in the U.K., France, Germany, Italy and Spain. Ciao, a Microsoft company, selected Hotwire following a three-stage pitch process involving five agencies. The campaign will focus on building brand awareness and loyalty among online shoppers and Ciao community members, with a significant emphasis on online social media relations.
Says Stephan Musikant, managing director of Ciao: “Ciao is very strong in the areas of user generated content, communities and web 2.0. The successful Christmas trade in 2008 proved that the opinions of shopping communities will play an increasingly important role in online shopping behaviour. With Hotwire’s support we will further strengthen the positions of our seven country platforms. We believe Hotwire is a good fit with Ciao due to the agency’s innovative and international reputation in the areas of online relations and web 2.0.”