Aarti Shah 23 Jul 2013 // 8:10PM GMT
NEW YORK — Luxury watchmaker Bulova has hired Allison + Partners as its first US PR agency to revitalize its brand in the market.
Tricia Norton, global CMO of Bulova, said prior to Allison being hired earlier this year, US PR was handled in-house with “our efforts focused on reactive PR.”
“We want to bring a fresh energy and vibrancy to our business and bring the brand’s personality back to the forefront of our marketing executions,” she added.
With Bulova’s integrated marketing communications model, all agencies coordinate for consistent messaging across various owned channels. PR’s emphasis will be on events and earned media, as well as amplifying coverage across social channels. The agency will also focus on executive visibility for Bulova’s newly-appointed leadership.
“In the past year at Bulova, we’ve established an all new executive team composed of individuals with a long history in the watch industry,” Norton said. “Our internal talent, combined with our agency partners, bring a fresh energy to our marketing endeavors.”
Sherri Poall, SVP of consumer at Allison, said media targets include placements in the fashion books to “help show Bulova’s design prowess,” in addition to entertainment media for coverage on product placements, like the Bulova watch featured in the summer action flick White House Down.
Bulova has worked with celebrity spokespeople in the past, including Richard Branson.
Allison kicked-off the relationship by supporting Bulova’s presence at BaselWorld 2013 watch and jewelry tradeshow in Switzerland.
Other luxury clients for Allison include Masi Agricola Wines, Coravin and Toyota’s PR in the US Western region. Bulova's budget is in the six-figures.