Technology: Hot Cherry lands Blue Cross brief

Pet charity The Blue Cross has called in digital support in preparation for its social networking launch.

London-based web specialists Hot Cherry will promote All About Pets, the
animal charity's new online hub for pet owners.

The site, which is currently in beta phase, will allow members to create

profiles for themselves and their pets, discuss animal-related topics in

forums and rate each other's photos and videos.

The charity will also offer animal owners advice via All About Pets,
with users able to print off leaflets and articles on subjects including
cat health and caring for horses.

Hot Cherry will work with The Blue Cross' in-house comms team to promote
the new social network across TV, radio and print, as well as targeting
online media and bloggers.

The pet charity's head of comms Debbie Curtis said the aim of All About
Pets is to 'engage and interact with a 21st century audience'.