SJ Public Relations promoted the mass retailer’s sole sponsorship of Gloria Estefan’s 34-city concert tour which raised $1 million for youth service organizations across the country.
OPPORTUNITY
Sears sought to raise top-of-mind awareness of its multi- million dollar sponsorship of Gloria Estefan’s 34-city U.S. concert tour, among both general and Multicultural consumer audiences. SJPR was selected based on their insights of the Total Market.
- Maximize the return on the sponsorship investment by converting the Sears / Gloria association into sexy news placement sound bites
- Position Sears commercial associates with Ms. Estefan with the utmost cultural sensitivity
- Downplay the commercial nature of the sponsorship.
- Appeal to and benefit a total market audience base made up of all races and ethnicities
- Provide “arms and legs” for simplified implementation in all 37 markets included in the concert tour
- Provide in-store promotion to amplify sales
STRATEGY
SJPR Targeted both English and Spanish print and broadcast media on both a national and local level. We disseminated bilingual press kits and b-roll packages, which were custom tailored for each tour market and medium.
We spearheaded media and interview training with all key Sears representatives and Ms. Estefan and developed a national TOTAL MARKET public relations program custom tailored to each of the 34 tour cities. We then Integrated a memorable cause-related initiative called OYE! as an acronym, OYE! Stands for Opportunities for Youth Empowerment, into a localized program to de-commercialize the sponsorship. To ensure a broad reach to people of ALL ages, languages, and backgrounds, and created Special event with 5000 plus Sears associates and developed a market-by-market in-store activation promotion for sales optimization.
RESULTS
SJPR’s program for Sears / Gloria / OYE! media placements generated the majority of all news coverage featuring verbatim utilization of its press materials and numerous highly visible Sears mentions.
National Tour
- Gross Impressions: 70 MM +
- Earned Non-paid Media Value: $11 MM
- In-Store Activations: 34 Community
Local Markets
- SJPR facilitated the 35 community service / check presentation events for each of the OYE! Grant recipients, which were executed by local United Way and Sears representatives.
- Sears and Gloria raised over $1 MM for Non-profits
- Impacted over 10,000 youths
- OYE! became a household name
