Conn. Agency Helps Chicago-Based Retail Chain Boost Sales &
Branding Nationwide With ’Jewelry Spree’ Game Promotion

(NEWTOWN, Conn., Feb. 12, 2002) - Leverage Marketing Group, a leading promotions and marketing communications firm, recently completed a month-long, nationwide, in-store sales promotion with Whitehall Jewellers of Chicago. The "Whitehall Wishes" promotion, which ran from late November until December 24, 2001, offered consumers a range of savings on merchandise via one million scratch-off game cards, and a grand prize drawing for a $10,000 Jewelry Spree.

The promotion, which was coupled with a free financing offer, was the first of its kind in the retail jewelry industry.

"When Whitehall said that nothing like this had ever been done before, we challenged them to be the first," said Mike Casale, president of the agency.

The promotion began with a targeted test in September that ran in 22 Chicago-area stores plus the Danbury Fair Mall store. Despite a challenged post-9/11 sales environment during what is already a lackluster buying season, the test promotion increased sales by double digits, prompting Whitehall to roll out the promotion to all 330 stores.

"The success of the test was due to the design of the game," said Casale. "By using a Motivated Messaging programmed-learning technique, we were able to not only offer the consumer a significant value, but excite and educate them about the Whitehall brand, its merchandise and its services - all at the same time."

Leverage Marketing Group currently services over a dozen accounts, including Alamo, BIC, Cendant Mobility, Coca-Cola, General Electric, Oracle, Pure Fishing, Sonic Drive-Ins and Unilock.