Hill, Holliday Fashions Relaunch Ads for HotBot

Terra Lycos is preparing to relaunch its HotBot search engine with a print and online campaign from Hill, Holliday, Connors, Cosmopulos.

The effort introduces “More search. More engine” as a tagline. The goal is to promote several new features of the portal to an expanded target audience that includes not only tech-savvy young males, but all Internet users, according to Steve Fund, vp, advertising and promotions at Terra Lycos.

Media expenditures were not disclosed, but Barcelona, Spain-based parent Terra Lycos, domestically headquartered in Waltham, Mass., spends about $20 million annually on ads, according to CMR.

The text-based HotBot campaign trumpets the introduction of the client’s Search4 computer platform. One ad reads, “Four search engines. One search box” to convey HotBot’s support for the Google, Fast, Inktomi and Teoma systems—all from HotBot.com. Ads also communicate that the revamped HotBot allows users to customize search options by language, region, date and other filters.

“Users can create their own search experience,” said Fund. “With one click, they have access to more than 6 billion documents [on the Web].”

Online executions break this week, mainly on news and gaming sites. The online buy includes cnn.com, nytimes.com, msnbc.com, ebay.com, gamespy.com and tech-republic.com.

Print breaks next month and will appear in general-interest magazines such as Rolling Stone, Newsweek and Time, along with tech-oriented titles like Discover, Wired, Scientific American, MIT Technology Review and Popular Science. Television advertising is a possibility in the coming months, Fund said.

The ad effort represents the client’s first since 1999, when it ran a TV and radio “Search smarter” campaign from Goodby, Silverstein & Partners in San Francisco.

HotBot became part of the Lycos network in 1999, when Lycos purchased HotBot parent Wired Digital. Interpublic Group agency Hill, Holliday of Boston has worked on Lycos’ account since 2000.