In November 2011, Sector, a luxury sports watch brand exclusively distributed by CIRCA Jewels, signed NBA-star Kris Humphries as its new spokesperson. Sector asked Source to create an event to announce the new venture to the public and media during a sensitive time in Humphries’ life.
Source created a detailed timeline and press plan to supplement our event strategy and successfully launch the Sector/Kris Humphries partnership. To generate substantial media interest prior to the press conference where Sector would announce the partnership to the public, Source provided a number of teasers to the consumer, fashion, sports, and entertainment markets. Source simultaneously and carefully began selecting influential members of the media and in the fashion industry to attend the event. As Humphries’ personal life was heavily scrutinized at the time of the announcement, Source requested that all media submit questions beforehand to ensure that the focus remained solely on Sector.
Source secured teasers for the Sector/Kris Humphries announcement in Page Six and jewelry trade publications prior to the launch event. The press conference, held at the Trump SoHo, was attended by over 40 press outlets due to Source’s strategy and in-the-know pitching tactics; notable outlets include: Access Hollywood, Accessories Magazine, Associated Press, CNN, E! News, Ebony, Essence, EXTRA!, Glamour, In Touch Weekly, NY 1, NY Post, NY Times, OK! Magazine, People Magazine, Social Life Magazine, US Weekly, Wet Paint, and more. Stories on the announcement ran in over 250 local, national, and international outlets.