Tiffany & Co

Tiffany & Co PR campaign

1. PR CAMPAIGN

2. Tiffany & Co Quality , luxury, trust Blue Box “Breakfast at Tiffany’s” One of the world’s most iconic jewelry brands Wide product selection Diamonds and jewelry, especially engagement rings Sterling silver Watches Exclusive collections by famous designers New ranges and products launched frequently, based on holiday or season

3. 1. Position Tiffany jewelry as a must-have More fashionable and exclusive than locally produced jewelry Promote brand attributes: quality, luxury, trust 2. Convince consumers that authentic, non-traditional jewelry is affordable and more desirable than costume jewelry Possible to balance price with fashion, quality and prestige Distribute information about 18 kt , white gold and sterling silver Tiffany products 3. Be seen as a recognized player in the Belarussian jewelry industry Bringing modernization and design to the market Participate in industry events OBJECTIVES

4. Consumers Men Women PUBLICS Industry Other Retailers Vendors Media Social networks TV Magazines Journalists

5. MESSAGES & STRATEGIES Tiffany’s is a modern, global enterprise with connections with top-notch designers Participate in industry events and distribute information about the company

6. MESSAGES & STRATEGIES Tiffany’s jewelry is an expression of the modern woman’s independence, strength and impeccable taste Partner with local women’s/fashion magazines to promote the brand

7. MESSAGES & STRATEGIES You can trust the timeless beauty and exceptional quality of Tiffany’s jewelry to express the depth of your love and commitment Establish brand essence about the store, jewelry and the blue box in local press

8. MESSAGES & STRATEGIES Tiffany's can be trusted to provide high-quality, fashionable products, and is committed to building valuable relationships with its customers Be viewed as high-quality, credible and trustworthy by influential TV and press journalists

9. TACTICAL PROGRAMS

10. Consumers: Men & Women Partner with local women’s/fashion magazine, sites Gain a presence on local reality TV programming Partner with health spa to hold “pamper yourself sweepstakes”, sponsored by Tiffany’s

11. Media Hold an extravagant launch party with blue carpet, local celebrities, exclusive collections, locally inspired collections and local cuisine Provide regular press releases on new collection launches Distribute press kits Release quarterly editorial newsletter to share company information

12. Develop reports on industry trends, to gain credibility with trade media, e.g. how changing lifestyles are affecting jewelry consumption trends. Industry Participate in jewelry exhibitions with a booth, information materials, seminars.

13. THANK YOU for your attention Prepared by: Violetta Stavrovich , Mary Poplyko & Yana Poddubskaya