Zale Corp. said Tuesday that it has entered into a multi-platform marketing partnership with The Knot, Inc. The partnership will promote Zale Corp.’s brands, which include Zales Jewelers, Gordon’s Jewelers and Bailey Banks & Biddle Fine Jewelers, to the annual audience of more than one million brides and grooms who turn to The Knot for their wedding planning trends and needs. The program is set to launch in mid-October.
Under the terms of the agreement, the campaign will integrate Zale Corp.’s sponsorship throughout The Knot’s offline and online properties. Online, Zale Corp.’s brands will be promoted “sitewide” on TheKnot.com—the Web’s most trafficked wedding Web site—through banners, product placement in the ring search tool, and direct emails to more than TheKnot.com consumers.
The Irving, Texas-based company’s products will also appear in TheKnot.com’s recently launched Knot TV streaming video service, which features actual couples in their efforts to shop for wedding jewelry.
“Our partnership with The Knot gives us the ability to increase our online presence and expand our bridal business through the establishment of new customer relationships,” said Bernard Sensale, senior VP of Marketing for Zale Corp.