ROP Campaign: Bailey Banks & Biddle

Bailey Banks & Biddle: ROP Campaign

Bailey Banks & Biddle Jewelers – established in 1832, is a division of Zale Corporation, North America’s largest jewelry retailer. It currently operates 125 stores in the United States and Puerto Rico.

Lisa Adelle Design, as one of the key agencies selected to support international marketing campaigns for this prestigious retailer, has created a marketing program that includes Catalogue, Direct Mail, ROP and Point-of-Purchase. The catalyst to this successful relationship is the agency’s unique ability to continue to establish the solid heritage and tradition of this 170 year-old company and convey the message of knowledge, integrity, trust and confidence to the consumer, while using fresh updated creative concepts in branding their name.

Fall-Holiday 2001 – The key strategy of the marketing campaign was to solidify the impression of the Bailey Banks & Biddle name, it’s Unicorn branding, and to emphasize the tradition of providing upscale, quality merchandise. The thrust of the marketing and merchandising plan was to highlight and position well known designer names that are very important to their business. Among those featured were Chimento, Movado, Scott Kay, Tag Heuer, Charles Krypell, Rado, Baume Mercier, and Concord.

LAD’s newly launched Online Approval System (OAS) and a full array of In-house Studios and Services were used in the process of campaign development. The OAS is a cutting edge solution to the fast paced, time sensitive approval process in advertising. The OAS is a highly secure system designed in a user-friendly format, which allows clients to make approvals quickly and easily from anywhere in the world, whether they are based there or traveling. From concept through final rounds of Digital Layouts, Mechanicals and Colour proofing, Lisa Adelle Design allows clients to review and approve their advertising projects at their convenience online.