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
• 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