Public Relations execution for store expansion and trade show attention in Portugal.

1. Tiffany & Co.
in Portugal
Chen-Chen Ho, Mandi Lu, Marie Nicolini, & Zeenat Rasheed

2. Tiffany in Portugal
• Tiffany is one of the world’s most iconic jewelry brands
• Quality, luxury, trust
• Blue Box
• Wide product selection
• Exclusive collections by famous designers
• Locally inspired designs
• Portugal
• Famous for traditional filigree jewelry, yellow gold
• “Gold” must have 19.2 karats or more
• Local jewelry industry declining due to
outsourcing and lack of modernization
• Increasing demand for costume jewelry

3. Publics & Messages
Consumers Media Industry
Men Women
TV and Newspaper Journalists Other Retailers, Vendors
(Proposals, Gifts) (Gift to self)
(Trusted, quality brand)

4. Publics & Messages
Consumers Media Industry
Men Women
TV and Newspaper Journalists Other Retailers, Vendors
(Proposals, Gifts) (Gift to self)
(Trusted, quality brand)

5. Industry Strategy
• Objective
Be seen as a recognized player in the Portuguese and European jewelry industry
• Message
Tiffany’s is a modern, global enterprise that can transform the Portuguese jewelry industry
• Strategy
Participate in industry events and distribute information about the company to build
awareness and credibility for Tiffany’s
Build relationships with local and European manufacturers to understand local trends and
scope for consignment deals
Share best practices on purchasing, sales training and marketing to establish as expert and
leader

6. Event Execution
• Portojoia Trade Show
• September 23-27, 2009 in Porto
• Colored Gems theme
• ~2,000 exhibitors
• ~100,000 visitors
• Event Budget: $20,000

7. Portojoia Booth
• Open Prestige Stand Package
• 27 sq. meters
• Incl. display cases with cold spotlights
and glass shelves, other furniture, and
booth lettering
• Listing in general exhibitors list and
electronic catalog
• White & Gold Goldsmithery
• Candelabra/Candlesticks
• Jewelry set with Emeralds/
Rubies/Sapphires

8. Portojoia On Display
Colored Gems White Gold Housewares

9. Measurement
• Generate 3 to 5 new business opportunities with Portuguese/
European manufacturers
• To help Tiffany’s “localize” their store offerings
• Receive positive reviews about Tiffany’s being a leader in Portugal
in 5 to 6 mainstream and industry media outlets

10. Media Coverage
• Local Press
• Jornal de Noticias (Largest newspaper in Portugal)
• Diario do Noticias (Most prestigious newspaper in Portugal)
• International Press
• Invite reporters from international trade media to cover smaller, less-
known event
• Show Tiffany’s as supporter of Portuguese industry
Publication Name Frequency Content Circulation
JCK Jewelers Circular, 4x per year Written by an international team for 24,940
Keystone retail jewelers
JQ Magazine 6x per year Targeting upscale retail jewelers and 17,500
designers
Couture International 4x per year Writen by international team in US and 15,500
Jeweler Europe for prestige jewelry market
Rapaport News & Daily Internet portal dedicated to reporting Not Available
Diamonds.net news on the world diamond industry

11. Budget
Program Element Cost (Euro) Cost (USD)
Booth €6,299 $8,225
Trade Show Materials €1,915 $2,500
Press kit development & Translation €1,685 $2,200
Media training €804 $1,050
Bringing in foreign journalists €3,848 $5,025
Courting local journalists €765 $1,000
TOTAL €15,316 $20,000

12. Welcome to Portojoia!

13. THANK YOU!