Goal
Generate large scale media coverage, publicity, and "buzz" regarding the grand opening of the newest Long's Jewelers store in downtown Boston.

Strategy
Prepare and deliver targeted pitches to business, fashion, and general assignment reporters in print, radio, and broadcast media.

Foster a new charity partnership between Long's and a Boston-based non-profit in order to add a charitable element to the grand opening and bring publicity to the charity, Long's and the community.

Build an appropriate high profile guest list for the day long and evening event, including political personalities to serve as speakers at the grand opening press conference. 

Create a unique and interesting concept for the evening event that would both interest the high profile guests as well as the media.

Results
Pre-grand opening was featured in both radio and print profiling the company.

Launched a charity partnership with Dress for Success Boston. A donation of high end jewelry to deserving women received extensive media coverage both before and after the event.

Grand opening press conference guest speakers included Lt. Governor Kerry Healey and Boston Mayor Tom Menino. The event was covered by both broadcast and print media.

Grand opening evening celebration was attended by hundreds of guests and featured stunning statue models adored with priceless pieces of jewelry creating a unique experience for attendees.

Grand opening event featured in trade publication as “Best of Best”.

<< back