Tiffany & Co.

Project Description

Challenge

Tiffany & Co. engaged Landis Communications Inc. (LCI) to enhance positive positioning of the company regionally throughout the greater Bay Area - to existing customers, important decision makers and VIP's, as well as to potential new customers, business partners and media.

Strategy

Among other strategies, LCI positioned Tiffany & Co. regionally as a local expert resource. Due to LCI's efforts, journalists covering local style and fashion frequently sought out Tiffany & Co. spokespeople to speak on diamonds, jewelry, bridal and gift giving. LCI utilized visits made by Tiffany experts to the Bay Area-notably John Loring, Annamarie Sandecki and Pierce MacGuire-to pique the interest of local media. LCI also identified key community groups throughout the Bay Area to best position Tiffany & Co. within the communities it serves and facilitated events both in-store and at off-site locations. In Palo Alto, LCI helped reinvigorate an existing store and generated positive awareness for new director Giles Marsden. In tandem with these efforts, LCI developed partnerships with surrounding institutions and nonprofits that represented potential customer bases throughout the Silicon Valley and the Peninsula. In San Francisco, LCI continued to bring in new organizations to the Tiffany family by capitalizing on ongoing relationships with the community. LCI also created the foundation for successful new store launches in San Jose and Walnut Creek, promoted new product launches regionally and promoted seasonal special events and exhibitions at each store.

Results

LCI successfully developed ongoing relationships with San Francisco Bay Area editors and reporters and local news stations and Tiffany & Co. is featured regularly in local publications, including: San Francisco Chronicle, San Francisco Examiner, Chronicle Magazine, San Jose Mercury News, SV Magazine, Gentry Magazine, Northern California Home & Design, Nob Hill Gazette, Stanford Magazine, Contra Costa Times, Palo Alto Weekly, Palo Alto Daily News , KGO-TV, KRON-TV, KTVU-TV, KPIX-TV and more.

Project Details

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