LOS ANGELES: In an effort to ascend to an industry leadership position, domain registration and Web services provider Dotster is searching the country for "Dotster Dots."
The vision of Dotster chairman P. Kevin Kilroy, the effort revolves around a national talent search to find four Dotster Dots, female ambassadors assigned to represent the Vancouver, WA-based company at events and trade shows - as well as in PR and advertising - throughout 2007.
While Dotster is not the only Web hosting and domain company to employ attractive women as spokespeople - Go Daddy received a lot of publicity for its marketing efforts when it featured a racy ad with a model in the 2005 Super Bowl, one year after Janet Jackson infamous nipple slip - it is going for more sophisticated angle.
"We're not just looking for models or pretty faces, but spokespeople talking the business of the company," said Michael Ingalls, account supervisor with Dotster's New York-based AOR, HWH Public Relations.
Though Dotster is among the domain-registration industry's top 10 providers, it has not yet been able establish a global presence, according to Kilroy. To take the company to the next level - as well take on rivals including industry leader Go Daddy - it needed to both spread its domain-services message and highlight other offerings.
In addition to the talent search, Ingalls said that HWH forged partnerships with sponsors including Nicole Miller and Perry Ellis to provide fashions for the Dots.
"We want them to portray a professional, sharp image," he said, explaining that the Dots' embody elegance and sophistication "beyond that of the Swedish bikini team."
According to Ingalls, winners are scheduled to be announced the week of Nov. 6. Other campaign components, added Kilroy, including a $25,000 drawing for all prospective Dots, and a "MyInternet" Sweepstakes. A program budget was not disclosed.