JIC goes on a multi-media Valentine's Day publicity blitz
By JCK Online Staff -- JCK Online, 2/13/2003 2:00:00 AM
Less than a week before Valentine's Day, the Jewelry Information Center (JIC), the public relations arm for the fine jewelry and watch industry, said it has made an extensive push to stimulate consumer desire for jewelry, watches, and related products through widespread coverage in all media outlets.
In a statement released on Tuesday, the JIC said its staff—Elizabeth Florence, executive director, Helena Krodel, media liaison and Amanda Berg, public relations coordinator—has received extensive press coverage in television, radio, magazines, newspapers, and the Internet.
Highlights of the media campaign, include:
* A video news release entitled "Cupid's Top Gift Picks,” in which the JIC cooperated with partners The Chocolate Manufacturers Association and Liz Claiborne to create a newsworthy piece that reached more than 14 million viewers as of Monday, February 10, on various news programs across the country. The video news release shared the findings that only 2.5% of American women want lingerie for Valentine’s Day, while jewelry came in as the most desired gift of all.
* An audio news release available via satellite called “Shop Smart, Then Pop the Question,” helped men select the perfect diamond engagement ring. The release was played on a variety of radio programs.
* An intensive, four-city media tour for Valentine’s Day, in which Krodel visited to St. Louis, Minneapolis/ St. Paul, Denver, and Colorado Springs. She appeared on eleven television shows, three radio programs, and held five print interviews with local newspapers. Krodel offered fine jewelry trends, gift ideas, savvy jewelry shopping tips, and celebrity jewelry news. She also gave JIC member local designers and retailers an on-air ‘plug’ while in each city.
* An appearance on News 12 in Westchester, N.Y., by Elizabeth Florence with retailer Wilson & Sons, a JIC charter member since 1946. Florence spoke about diamond buying in tandem with the Wilson & Sons in-store event featuring the RAND diamond. Florence also appeared in a live segment on the WB11 (WPIX) Morning News in New York City that featured engraving and diamond laser inscription.
In addition to several Valentine-related magazine placements which were secured earlier in the fall, the Jewelry Information Center also secured jewelry placements in publications such as USA Today, The New York Times, The Dallas Morning News, The Wall Street Journal, and Newsweek and Internet placements on CNN.com, stylewiz.com, and MSNBC.com. JIC said that during its fiscal year, it has reached more than 702 million consumers with its messages, the most in the history of the JIC.
