September 6, 2005
Zale Ties The Knot
Zale Corp., North America's largest specialty retailer of fine jewelry, has entered into a multi-platform marketing partnership with The Knot, Inc. (www.theknot.com), bringing together two well-known players in the wedding industry. The marketing partnership will promote Zale's brands, including Zales Jewelers, Gordon's Jewelers and Bailey Banks & Biddle Fine Jewelers, to an annual audience of over 1 million brides and grooms who go to The Knot for wedding planning, the company said in a press release.
Online, Zale's brands will be promoted sitewide through banners, product placement in the ring search tool and direct emails to The Knot's members. Zale will also be the exclusive sponsor of several special editorial features relevant to engagement ring and wedding jewelry shopping. Offline, Zales Jewelers will be featured in special inserts within The Knot Weddings national and local magazines. The program is set to launch in mid-October 2005.
Zale will also be one of the first national retailers to reach brides and grooms on the web through sponsored content programs on The Knot TV, the site's recently launched 24/7 streaming video network. Developed and produced by The Knot, these five-to-ten minute educational segments will feature real couples and will focus on finding the perfect diamond, shopping for wedding bands and selecting jewelry for the big day.
"We are thrilled to team up with Zale Corp. on an exclusive marketing alliance that connects its powerful jewelry brands to our loyal audience of brides and grooms who are in the market for bridal luxury goods," said David Liu, cofounder and CEO of The Knot. "We look forward to launching Zale's program, which promises to deliver topnotch service and trends to our users online, offline and through our broadcast vehicles on TheKnot.com."
"We are very excited to be working with The Knot on this new marketing initiative," said Bernard Sensale, senior vice president of marketing for Zale Corp. "Our partnership with The Knot gives us the ability to increase our online presence and expand our bridal business through the establishment of new customer relationships."
by Peggy Jo Donahue