SJ Public Relations promoted the mass retailer’s sole sponsorship of Gloria Estefan’s 34-city concert tour which raised $1 million for youth service organizations across the country.
SJ Public Relations executed a national community and public relations campaign to amplify Sears’s sole sponsorship of Gloria Estefan’s 34-city, North American concert tour and drive participation at the retail level. SJPR’s campaign included a youth-cause program called, ‘OYE!’ The double-meaning acronym was not only short for ‘Opportunities for Youth Empowerment,’ but also meant ‘listen to me’ in Spanish. The program provided grants to youths in each city the tour visited. SJPR developed Spanish-language press materials, helped Sear’s host special events and developed Spanish language collateral to promote in-store activation. The campaign generated more than 70 million media impressions and earned $2 million in media value for the retail brand, making the campaign a huge success. Estefan’s song, ‘OYE!’ raised more than $1 million for non-profit organizations across the country.