Deanna Zemke,

Marketing & Events Strategist

PR | Brand Experiences | Strategic Partnerships

EVENTS & BRAND
Activations portfolio

Developing brand engagement
strategies via standout brand experiences
that drive awareness and loyalty,
delivering measurable sales growth.

At the Super Bowl to provide Tiffany & Co. clients
with a one-of-a-kind experience as the result of
an NFL partnership.

About Me

Retail Events Portfolio Overview

This portfolio showcases a diverse range of event categories that I’ve executed for Tiffany &
Co., including high-profile product launches, store openings, influencer campaigns and in-
store moments and brand activations that increased loyalty and sales.

Key Results:

• 160% average engagement boost
• 400-800% ROI on event spend
• 30% YOY sales increase from high-end events

Click through and review the following categories to explore my event work:

High-Profile
Product
Launches

Store
Opening
Campaigns

Partnerships
&
Sponsorships

Brand
Activations

&

Promotions

Influencers

For exclusive brand moments, managed luxury product
launches with multi-million dollar budgets for Tiffany &
Co., featuring celebrity appearances, exclusive venues,
and media buzz.

Highlights include:

• Blue Book Collection Launches: Increased sales by
  30% YOY, with top-tier guest lists and custom
  creative installations.
• Tiffany T Train Immersive Experience: Celebrity-
  driven launch event covered by Elle, Vogue and
  Harper’s Bazaar, generating significant social media
  buzz.

High-Profile Product Launches

Brooklyn Navy Yard

• Increased sales by average rate
  of 30% YOY
• ROI ranged from 180% to 570%
• Average attendance = 200-300
  guests, with 3-5% increase YOY
• Contracted A-list music
  entertainers.
• Oversaw creative production for
  installations and interactive
  elements.
• Cocktails featured celebrity chef
  appearances and catering from
  Daniel Boulud to Mario Batali to
  Tom Colicchio.
• Client accommodations at luxury
  hotels included transportation,
  in-room gifting and branded
  materials and local activities.

Product Launch
Media & Clients

Blue Book &

High Jewelry Collection Events

Hotel Client Gifting

Guests greeted with customized
treats upon arrival.

Rainbow Room, NYC

The High Line, NYC

Cedar Lake, NYC

St Ann’s Warehouse,
Brooklyn

• Celebrity New York City media
  event launch kicked off first
  collection of new creative
  director at Dia: Chelsea Gallery
• Guests were entertained by a
  performance from Puddles the
  Clown, dressed as the train
  conductor
• Installation display of a branded
  T train, featuring jewelry
  collection and master engraver
  inside train
• Opened to the public the
  following weekend, featuring
  different notable DJ’s, male
  model greeters and engraver
  was available to personalize
  purchased pieces
• Resulted in media coverage in
  Elle, Vogue, Harper’s Bazaar,
  Adweek, New York Observer
  and social media posts

Tiffany T Collection Fashion
Launch Via T Train
Immersive Experience

Product Launch
Media & Clients

• Global launch was co-hosted by
  celebrity ambassador Jessica
  Biel and brand’s creative
  director at Chateau Marmont
• Celebrity DJ Hannah Bronfman
  entertained
• Various celebrities made
  appearances, dressed in the
  product
• Presented new, on-trend
  model looks for product
  placement
• Created social media photo
  booth
• Resulted in entertainment
  media coverage like Daily Mail
• Seven in-store regional cocktail
  events created to preview the
  collection for clients hosted by
  bloggers, including Aimee
  Song of Song of Style, with
  media co-hosts such as
  Refinery 29,

Tiffany Atlas Collection
Fashion Launch Events

Product Launch
Media & Clients

Drove awareness and traffic by developing 360-degree
marketing campaigns for Tiffany & Co. store openings across
US and Canada, from Miami to Beverly Hills to Honolulu. This
addressed marketing needs from six months prior to launch
to one year post launch to ensure momentum.

Key Highlights:

• Beverly Hills Reopening: Achieved an 800% sales boost
  with a weekend of high-end client events and celebrity
  performances.
• Washington, D.C. Opening: Drove over 200 new client
  guests in the first two hours, leveraging local partnerships
  and targeted marketing efforts.

Store Opening Campaigns

Store Opening
Campaigns

• Showcased high jewelry
  collection at a weekend of
  events, private client
  appointments and on celebrities
• Scored 180 client guests from US
  & Canada for a weekend of
  private dinners, local activities, in-
  store events
• Partnership with The Art of
  Elysium contributed art
  installation to events
• Performance by Ariana Grande
• Created wall of interactive blue
  box screens revealing Tiffany
  trivia and prizes for the public
• Results:
  • 154 media placements
  • 1.5 billion impressions
  • 42% social media hits,
    including celebrity posts for
    800 social media impressions
  • Sales: 800% over target

Tiffany & Co. Beverly Hills
Rodeo Drive Reopening

• Partnered with City Center
  mall and residences to drop
  branded gifts and invites to
  potential clients
• Created branded coffee cart
  to draw guests
• Sponsoring Children’s
  Hospital Foundation brought
  the right client prospects to
  events
• Coordinated open house
  breakfast on opening day
  breakfast, private launch
  events
• Photo booth encouraged
  social shares
• Efforts resulted in traffic of
  200 new client guests during
  first two hours alone

Store Opening
Campaigns

Washington, DC City
Center Opening

Branded pop-up
coffee cart

Store Opening
Campaigns

Main Floor: Floral installation,
photo booth, welcome remarks

2nd & 3rd Floors: Different
tasting and bar experiences

Top Floor: New collection
theme and balcony
experience

Tiffany & Co. Honolulu - Royal Hawaiian

Store Opening
Campaigns

Vancouver:

• Partnered with Ballet British Columbia, resulting in $99k in
  sales and ongoing client partnerships
• Ballet BC dancers appeared at private cocktail launch event
• Hosted store opening "Breakfast at Tiffany"
• Promoted re-openings via Snap Chat filter and custom
  hashtags

San Francisco:

• Produced Tiffany Blue Box photo backdrop on Main Floor
  and live Tiffany blue box installation on top floor balcony
• Sponsored SF MOMA’s opening and SF Ballet’s “Nutcracker”
  for cross-promotions
• Enlisted socialites like Vanessa Getty to attend event

Vancouver & San Francisco Reopenings

Haute Living

Anchored Tiffany & Co. new store or collection
launch events by aligning with existing relationships
or by identifying and securing partnerships with
brands, community organizations, and/or media
that attract like-minded clients.

Designed one-of-a-kind experiences and activations
that furthered client loyalty, developed longstanding
new client relationships, and secured media
coverage, awareness and brand equity.

Partnerships & Sponsorships:
Nonprofit, Brand, Media & Charity

Toronto Raptors Championship
Celebration

• Organized in-store press event for
  NBA and top clients to view NBA
  Larry O’Brien trophy and meet
  players, notably Serge Ibaka, as a
  result of NBA season winning
• Used opportunity to promote new
  Men’s Collection jewelry launch
• Secured whisky partnership to
  create bar with 3 customized
  drinks and whisky tasting

Las Vegas USA Basketball Olympic
Dream Team Celebration

• Created high-profile event to
  facilitate presentation of winning
  Tiffany designed rings
• Facilitated event flow for
  presentation of rings from alumni,
  such as Scottie Pippen, to Olympic
  team

National
Partnership
Media Events

NBA Partnered Media Events

National Partnership
Media Events

NFL: Super Bowl Pre-
Celebration Vince Lombardi
Trophy Unveiling

• As the designer of the Vince Lombardi trophy,
  Tiffany co-hosts trophy viewings and in-store
  events at the Super Bowl host city with the NFL.
• Key messaging promotes the brand’s
  craftsmanship.
• Private Breakfast at Tiffany for NFL player wives,
  past and present.
• Cocktail event for press and top clients featured
  a staged presentation featuring NFL Alumni
  unveiling the trophy.
• Stores held viewings for the public for trophy
  photo opportunities.
• Results:
  • SF: 176 attendees, 5 NFL alumni players
  • Indianapolis: 180% sales growth vs prior week
    with 118 attendees
  • Phoenix: 4M media impressions, 204
    attendees.

Yellow Diamond Tour
Press Lunch &

Panel Discussion

Media Partnered
Events

• Tiffany Diamond traveled from New
  York Flagship to make an exclusive
  appearance at newly reopened
  Vancouver store
• Oversaw yellow diamond display
• Provided exclusive first-look press
  preview for key media with catered
  lunch at the top floor
• Guided talking points for the event’s
  exclusive panel discussion with:
  • Tiffany's Chief Gemologist
    Melvyn Kirtley
  • Claudia Cusano, Editor of Nuvo
    Magazine
  • Marion Fasel, founding editor of
    Adventurine, formerly at Instyle
• Resulted in numerous local
  coverage and social media

Media Partnered
Events in SF

Nob Hill Gazette: Men’s
Engagement Rings

• Secured partnership with San
  Francisco’s Nob Hill Gazette to
  help promote new collection
  in light of Pride Month
• Co-hosted 2 private
  presentations in-store for
  prospects and local movers
  and shakers with:
  • Conversation with
    reknown architect Ken
    Fulk, moderated by
    Architectural Digest's
    David Bryan Nash.
• Performance by the San
  Francisco Gay Men's Chorus

Holiday Shopping
with The Editorialist

• Secured partnership
  with online luxury
  outlet Editorialist for
  a co-hosted holiday
  event
• Cocktail event was
  designed to
  showcase gift ideas
• Editors, including
  founder Kate
  Davidson Hudson,
  were on hand with
  their trend report to
  help with gift ideas

San Francisco Opening
Community Partners:
SFMOMA & SF Ballet

Partnerships &
Sponsorships -
Nonprofits

• Negotiated sponsorship with
  community organizations
  aligned with Tiffany’s core
  values like the arts.
• Sponsored SFMOMA reopening
  for cross-promotional
  opportunities.
• Co-hosted SF Ballet for events
  at Tiffany store for new client
  exposure and to sponsor
  "Nutcracker" season.
• Invited Ballet supporters to
  store for private event.
• Arranged holiday breakfast for
  families with SF Ballet sugar
  plum fairy dancers and
  storytelling.

Tiffany store VP celebrating support

for SFMOMA

Vancouver Store
Community Partner:

Vancouver Art Gallery

Partnerships &
Sponsorships -
Nonprofits

• Negotiated and contracted
  Tiffany's sponsorship with the
  Gallery and Guo Pei fashion exhibit
  for a partnership with private
  event experiences for Tiffany
  clients at museum and for Gallery
  supporters at the newly renovated
  Tiffany store.
• Curated gallery tour for Tiffany
  clients and private holiday
  shopping event for Gallery
  supporters at the store, securing
  new clients.
• Flagship cocktail event was
  followed by private event and
  tours at Guo Pei exhibit (photos at
  left.)

Aligning with influencers was a great strategy to attract
attention from new client prospects, especially when
needing exposure to a new collection with a less
established demographic.

Influencer backgrounds ranged from celebrities to
stylists to media to authors, as well as local notables
who are immersed in city activity, social networks and
charities representing arts, culture, education and the
environment.

Influencers

Influencers

• Holiday Series
• Sales Conversion: 70%
• Sales: $2.6M

ROI: 340%

• Spring Series
• Sales: $2.7M
• ROI: 800%

Talking Styling with Fashion & Home Stylists

RESULTS:

Events done on Zoom and Vimeo.

Virtual Influencer
Webinars

• Launched thematic ongoing live
  virtual regional events with assigned
  influencers, as well as a Holiday &
  Spring virtual event campaign series
  with one-time, national private
  moments.
• Creative marketing brief for VP buy-in
• Cross-functional contributions
• Contracting desired influencers
• Internally communicated program
  details, shared assets for retail team to
  secure audience / clients
• Determined merchandise for product
  placement, filming location and
  backdrops
• Writing scripts, directing production
  team and speakers’ talking points

Talking Sustainability with Charity Partner and
Tiffany Chief Sustainability Officer, Aligning
WildAid Collection in Support of the Cause

Talking Collecting Jewelry Heirlooms with
Top Town & Country Contributors

Talking Children's Books with a Story Reading
with Former Magazine Editor / Book Author

Influencers

Men’s CT60 Watch Collection

Regional Launch Events

• San Francisco: Actor Liev Schreiber and
  Ariel Adams of A Blog to Watch hosted
  event in-store. Featured custom orders.
• Los Angeles: Chefs Jon & Vinnie hosted,
  catered private event at their Italian
  pizza restaurant.
• Houston: Event at hip Camerata wine
  bar owned by local influencer Paul
  Petronella featured wine tasting from
  sommelier, David Keck, and DJ Sun.
• Toronto: Arranged events with Ben
  Mulroney, E! Canada host: 1) with
  celebrity friends and menu by Chef
  Corey Vitello, 2) for top clients at store.

Results: Drove new clients to stores via
social media and local coverage.

Influencers

Objective: Establish brand as premier luxury watch
retailer with highly sought products by promoting
collection to female self-purchasers.

Strategy: Create in-store events to drive sales and
speak to existing and untapped female Tiffany
customers by featuring female hosts, established in
community via charity support.

• Planned 10 launch events in markets with highest
  watch sales in 6 weeks
• Secured local influencers by donating to charity
  with supporters as invitees
• Company watch expert attended with curated kit of
  custom watch pieces
• Contracted upscale catering partners like Girl & the
  Goat
• Curated special Watch Traveling Collection to
  display at each event with archival pieces

Results: Increased sales by 67%, secured new clients for
future sales. Reinforced Tiffany & Co.'s commitment to
social responsibility and fashionable, timeless watches.

Ladies Metro Watch Collection

Regional Launch Events

Interactive brand experiences from pop-up
installations to exhibits were developed with the
support of third-party venues such as the malls
that stores call home. These were created to keep
the brand top of mind, as well as for email lead
generation and social media activity.

Promotions were also created, sometimes in
tandem, to drive traffic to stores during key
shopping seasons.

Brand Activation & Promotions

Brand

Activation

Watch Trade Show Exhibit

In-Store
Promotions

Holiday Promotions & Mall Activations

Installations with interactive
photo booths for social sharing.

Pop-Up
Installations

On-site calligrapher creating
custom Valentine’s Day cards.

In-Store
Promotions

Summer Activations

Floral Bar:

Local florist crafted

take-home bouquets

Live Digital Paintings:

Portraits with favorite Knot
collection piece.

Summer Mocktails:

Refreshing rose or mojitos

Graffiti Artist:

Specialty art for Tiffany blue
bags and boxes with purchase

I’d love to discuss how I can bring my expertise in event
strategy, brand marketing and PR/communications to
your next project or role.

Thank You for Your Time.

Let’s Connect