Sports Media – Basketball Hall of Fame, Olympics, & Baseball

• We conducted research to determine the interests of each of our customer bases.  We found that Kay purchases had a strong affinity to football, Zales purchases to basketball, and Jared purchasers to baseball and golf.
• We launched Zales as the Official Ring Provider for the Basketball Hall of Fame and leveraged the synergies of Shaquille O’Neal as a Hall of Fame inductee and his jewelry collection in our Zales stores; we also worked with newly inducted Hall of Famer, Tom Izzo.  The media tour generated 466 million impressions and $4.3 million advertising equivalency, but the campaign also featured a home page take-over, email and social media support, and a promotion, which drove an increase in the Shaq collection sales.
• Other sports media activations included media tours with Olympic gymnasts, Kerri Strug (Jared) and Aly Raisman (Piercing Pagoda), and baseball legend, Bernie Williams (Jared) to generate a combined total of over 997 million impressions, over $8.2 million in advertising equivalency, and nearly 14.2 million social media impressions.