Text venture signs up Rare to win youth recognition

Dragons' Den investor Doug Richard has called in Rare Communications to boost awareness of his latest venture, Hotxt, among British youngsters.

The company, launched in March, aims to provide ‘faster and cheaper’ SMS texts – and hopes ‘to do for mobile phone messaging what Skype has done for telephone calls’.

The appointment of Rare in the UK comes ahead of rollout of an ‘International Friends and Family’ feature – which will allow cheaper and faster text messaging to people overseas – over the next few months.

The start-up is owned by a number of technology entrepreneurs including Richard and co-founder David Whitewood.

Hotxt will be looking to appoint PR support for activity outside the UK in due course, Whitewood said.

He added that Rare had been brought in without a pitch and on recommendation from Hotxt’s corporate and financial adviser Ballard Associates.

‘When you are a start-up like us, you do not have time for lengthy PR pitches,’ said Whitewood. ‘Rare has expertise in the youth market, which we are looking to target. The brief is to raise awareness in youth media, online and in traditional media in the UK.’

Rare is run by managing director Louise Drabwell, previously of Fox Kids Europe’s corporate comms department. The agency also works with online retailer CD-Wow and Popworld Promotes, a new-music initiative from Channel 4 (PRWeek, 14 April).

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