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Zale Corp & Knot Inc seal multi-platform marketing partnership

Sep '05
Dallas based largest specialty jewelry retailer Zale Corporation announced that it has entered into a multi-platform marketing partnership with The Knot Inc, bringing together two leaders in the wedding industry. The marketing partnership will promote Zale Corporation's brands, which include Zales Jewelers, Gordon's Jewelers and Bailey Banks & Biddle Fine Jewelers, to the annual audience of over one million brides and grooms who turn to The Knot for their wedding planning trends and needs.

Under the terms of the agreement, the multiplatform campaign will integrate Zale Corporation's sponsorship throughout The Knot's offline and online properties. Online, Zale Corporation's brands will be promoted sitewide on TheKnot.com -- the Web's most trafficked wedding website -- through banners, product placement in the popular ring search tool and direct emails to over one million annual members of TheKnot.com. Zale Corporation 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 Corporation becomes one of the first national retailers to reach the largest audiences of 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 entertaining 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. Zale Corporation will also receive placement in bumpers associated with The Knot's video-on-demand programming in association with Comcast Cable.

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