Global integrated PR and communications agency Hotwire has been appointed by Buy.com, Rakuten’s flagship online retail destination in the US, to spearhead the brand’s transformation from deal site to destination shopping experience.

Hotwire’s communications campaign will support the brand’s reinvention strategy and highlight Buy.com’s proposition of humanising e-commerce by enabling a "friendly, transparent and honest" shopping experience online. Tactical executions will drive user interest and build overall awareness of the company around its new value proposition.