Hotwire then appointed Christine Hamilton as the campaign’s celebrity spokesperson. Christine was the perfect celebrity for the role. She matched two important criteria: the research showed that silver surfers aged 55+ are most likely to own a domain name and Christine already had her own website, which Easily redesigned for her after she joined the campaign. Describing herself these days as a ‘media butterfly’, it might also be said that Christine is an exemplar of a Brit with a big online ego.
The research was then packaged into a story for radio. Christine appeared in live on-air radio interviews in June 2005. She talked about how frequently Brits like to look themselves up on the internet by referring to the Easily research and discussed how easy and inexpensive it is to set up your own website and its many uses. |
Campaigns 
