campaign two testicular cancer final

7/28/2019 Campaign Two Testicular Cancer Final

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Time is luxury. Indulge.

MOVADO


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Tableof ConTenTsCampaign OverviewCreative Strategy Statement

Campaign Elements

Campaign Timeline

researChTesticular Cancer Summary

Focus Group Discoveries

Target Audience

Target Cities

infinity COlleCtiOnTime is Luxury

Ininity Collection WebsiteIninity Collection Watch Sample

OutdOOr advertisingTaxi Tops

print advertisingPublicationsAdvertisements

radiO interviewSpokesperson, Scott Disick

Siriuis XM Interview

speCial eventsIninity Collection CelebrationLinked In Luxury

Overview

Brand Partnerships

Luxe BagSpecial Guests

Event Venues

Sample Invitation

Event Program

publiC relatiOnsSocial Media

GQ Magazine Pitch Letter

Ininity Collection Celebration Media AdvisoryIninity Collection Celebration News ReleaseLinked In Luxury Media Advisory

Linked In Luxury News Release

Budget


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Campaign overview


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Creative strategy statement

The promotional plan will target men who are career and family oriented and will alert them about theimportance of self-examination. A representation of how imperative it is to ensure a healthy future full ofsuccess and family will convince them to become proactive about their testicular health.

prOmOtiOnal plan

Key Fact

In todays society, men who are most susceptible to contracting testicular cancer are ignorant to thethreats of this relatively common ailment. Whether they have been educated or not, these men do notperform regular self-examinations to remain proactive about their testicular health.

Promotional Problem

The target demographic wants a fairytale life, but is often too lazy or unaware to take the necessary stepstoward detracting cancer in its earliest stages.

Promotional ObjectiveTo demonstrate the potential situations of what the future could hold and what could be at stake for menif they are not proactive about testicular health.

Target Consumers

Men between the ages of 25 to 34, family-oriented, professional, metrosexual, classy, luxurious, hopefulfor children, Staying Aliver, Egonomicer, Small Indulger.

Competition

Indirect: Social norms, ignorance.

Direct: Rolex, Timex, Tag Heuer.

Key Consumer Beneit

Consumers will feel a sense of luxury when wearing the Movado Ininity watch. They will wear a constantreminder that it is time to self-examine for testicular cancer.

Support

If placed in prominent gentlemen magazines (GQ and Maxim), ive trade magazines that targetprofessionals, as well as social media sites, consumers will directly see and be inluenced to indulge in theluxury of life by performing monthly testicular self-examinations.

Tone Statement

Classy, luxurious, nostalgic, emotionally relatable.

Mandatories and Limitations

Logo, slogan, www.movado.com/Ininity, $416,059 for Media, full page/four color magazineadvertisement (monthly and trade magazines), venue rentals, partnership materials, Movado Ininityprototype, $5,500 for events, legal disclaimer (See Bob for copy). Total: $421,559.

Overview


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Overview

Campaign elements

Ininity Collection

Movado will release a new Ininity design to help raise money fortesticular cancer research and awareness campaign.

Outdoor Advertising

Taxi-top advertisements will showcase the Ininity Collectionthroughout ive targeted metropolitan areas of the campaign.

Print Advertising

Print advertising will focus on raising awareness and encouraging

men to perform self-examination. Advertisements will be in trademagazines, as well as in GQ and Maxim magazines. A cover photo onGQ magazine and a feature story will help raise awareness.

Radio Interview

Spokesperson, Scott Disick, will interview with The Howard SternShow on Sirius XM radio to promote upcoming special events andtalk about his role in the campaign.

Special Events

Networking events in ive American cities most saturated with thetarget audience include brand partnerships, survivor testimony,promotional material and watch giveaways.

Public Relations

Public relations efforts will target major media outlets in each ofthe ive metropolitan areas and will implement social media as acommunity engagement tool.


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Overview

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marCh 2013

Send news

release

announcing

new IninityCollection, to beunveiled

April 1.

March/Apriledition ofSelling

Power

magazine

available.

Maxim

magazines

April edition is

on sale.

HealthcareGlobalmagazines

April edition is

on sale.

GQ magazines

April edition ison sale.

Send news

release

announcing

Linked in

Luxury events.

Taxi-top adsrun all month.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Send news

release forLinked In

Luxury events.


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28 29 30 1 2 3 Send mediaadvisory forLinked In Luxury

Chicago.

4

april 2013

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advisory aboutMovado Ininitycelebration.

Movado stores in

ive target citieshost Ininitycelebrations.Send media

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Taxi-top ads runall month.Computer,

Accountancy

Futures and

Attorney at Lawmagazines are

distributed.

Linked inLuxury Chicago

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Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Overview


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Research


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testiCular CanCer

Testicular cancer will affect nearly 8,000 men and will kill nearly 400 in 2013. The American CancerSociety says that it is not a common cancer and chances of developing the cancer are about one in 270.For many of the men in our target audience, that amounts to about two friends on Facebook, one personfollowed on Twitter and two LinkedIn connections. To keep those friends alive, raising awareness abouttesticular cancer is something to take seriously.

Risk factors

Men who have already experienced cancer in one testicle, are between the ages of 20 and 34, Caucasianand tall are also assumed to be more at risk. Contrary to popular belief, prior trauma, recurrent actions(like horseback riding) and strenuous physical activity do not add to the risk of developing testicularcancer. These risk factors, however, should be noted: undescended testicle, family history, HIV infectionand intratubular germ cell neoplasia.

Prevention

The rate of testicular cancer is rising in the United States, but the death rate remains virtually the same.This proves the importance of prevention. Physical testicular self-examination is the best way to detect

cancer in its earliest stages, which is when it is easiest to treat.

Men should self-examine once a month, even if they are not experiencing the following symptoms: lumpson the testicle, testicular pain or swelling, abdominal aching, sore breasts, loss of sexual desire, troublewith breathing and headaches.

Self-examinations are best performed during or after a shower when the skin on the scrotum is relaxed.By holding the penis out of the way and gently rolling each testicle between the thumbs and ingers(almost as if giving a foot massage), it is easy to check for cancerous lumps. Men should consult a doctor ifany hard lumps, nodules, or any change in size, shape or consistency of the testes are found.

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fOCus grOup disCOveries

Group Demographics

We conducted a focus group to learn what men know, as well as how they feel, about testicular cancer.We interviewed 53 Caucasian, Asian, African American and Hispanic men, ages 18 to 34, who are single,in serious relationships or married. Subjects live, work and go to school in a variety of states around theUnited States.

Summary

Our focus group was familiar with the ages of men most susceptible to testicular cancer, common riskfactors, common signs and symptoms, and how to perform self-examination. They most frequentlydescribed testicular cancer as scary, sad and painful.

Most men who described testicular cancer as scary are 26 and older, have steady professions, are inserious relationships, have the desire for children and dress in an impressive way. They were also muchmore serious and open about the subject. On the other hand, we sensed that 18 to 24-year-olds are not asconcerned with their future and think they are invincible.

All of the subjects watched two advertisements for testicular cancer. Advertisement A had a sexier andfunnier appeal and Advertisement B engaged strictly in scare tactics. Thirty seven subjects preferred thefunnier commercial, 12 preferred the factual advertisement and four subjects preferred neither.

Eighteen to 24-year old men were well-informed overall, stating that testicular self-examination shouldbe performed each month. However, few said they actually checked monthly. Men 25 to 34 believed thatthey should perform self-examination 30 percent of the time.

Conclusion

Although our focus group was informed about

the basics of testicular cancer, our researchshowed that men are not proactive abouttesticular health. Although nearly 70 percentwere drawn to the funny advertisement, menwho preferred the scary advertisement wereolder than 25. As a result of these indings, thetarget audience we will address includes men,

25 and older, who wake up every day withtheir future in mind and do whatever it takesto become whomever they aspire to be.Members of the target audience have careers

and hope for a prosperous future, but need tobe inluenced to self-examine more often.

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target audienCe: the luxe daddy

Who?

A Luxe Daddy is a 25 to 34-year-old male emerging from a carefree lifestyle and becoming a professional,glamorous, family-oriented man.

Why?

Watch sales have increased by 33 percent among 30 to 44-year-olds since 2008. Brands like Movadoappeal to the men responsible for this growth by demonstrating the durability of their watches, as well asthe addition of luxury and class.

Luxury watch companies like Movado target a slightly older audience because of the average watch cost.

Men who wear Movado exemplify class, fortune and success. Success is a motivator fortwenty-somethings starting a new chapter of life, in which the focus shifts to a happy family, stable careerand economic comfort.

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target Cities

As you can see from the chart above, target cities were selected based on population. The top ive largestcities indicated in the chart correspond with the ive cities in which outdoor advertisements and pressmaterials will be distributed. Special events will also take place in these cities. They include Chicago,Houston, Los Angeles, New York and Philadelphia.

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infiniTy ColleCTion


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timeis luxury

Movados Campaign

Time is Luxury means that each minute, day and year that you have to live are luxurious. Americans areused to the phrase time is money, but it is the luxurious moments men may lose to testicular cancer thatMovado wants to help preserve. In order to prolong time spent with loved ones, to create a family or tocreate a successful career, men have to indulge in time--the time it takes to perform self-examination.

Using traditional and modern media outlets, as well as promotional events and sponsorships, thenonproit sector of Movado Group, Inc. Will spread awareness about testicular cancer and theimportance of self-examination.

Case Studies

The following case studies exhibit why these campaign tactics will be effective.

Livestrong Foundation

The Livestrong Foundations mission is to inspire and empowercancer survivors and their families. As part of the Livestrong

Foundations platform to raise money for cancer research,designers developed a yellow bracelet to introduce the Wear YellowLive Strong program. The Wear Yellow Live Strong program raisesmoney for the Livestrong Foundation, which supports cancersurvivorship. Since its development in 2004, 80 million Livestrongbracelets have been sold. Although the rubber bracelets are only soldfor one American dollar, the idea of spreading awareness by wearingthe bright bracelet was its key to success. Other charities wereinspired by the success of the Livestrong band and some havedeveloped their own bracelets for similar purposes.

Tag Heuer

Tag Heuer is a brand of luxury watches with an international marketpresence. Tag Heuer created a limited edition line of watches, the Link,and proceeds were donated to various charities. The Link line wasdesigned by celebrities, who endorsed Tag Heuer and a speciic watchby providing testimonial for various media and advertisements.

The celebrities who participated in this philanthropic venture chosewhich charities beneited from the proceeds of their particular watch.

For example, Cameron Diaz was the face of the Link Lady Trilogy watchand sales from this watch went to support UN Women. Leonardo DiCaprio was the face of the LDC Limited Edition Link and proceedsfrom this watch went to the Green Cross International and the NaturalResources Defense Council.

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the infinity COlleCtiOn

What?

Movado is known for its Museum watch, deined by a single, gold Museum dot in the top center of theface. Combining Movados original and iconic design, the Ininity Collection will embrace the masculinespirit of its direct consumers, the timeless design and the pledge to raise awareness abouttesticular cancer.

The look

The oficial Ininity Collection features a few different watches. The black watch is shown throughout thiscampaign as an example. The ininity symbol is engraved on each watch face, representing the limitlessindulgences life offers for men who live testicular cancer-free. Movados iconic Museum dot is purplechrome, matching the color identiied with Testicular Cancer Awareness Week in April.

Why?

The Ininity symbol was chosen as a metaphor for time and the life of the watch owner. While life comes

to an end, legacies can live on. Movado watches are designed with durability and timeless craftsmanship,so they can be passed down to future generations. The Ininity watch will reinforce the need for theowner to self-examine and will remind those around them about the responsibility they have to regularlycheck for testicular cancer. Thirty percent of sales from the Ininity collection will go totesticular cancer research.

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ouTdoor adverTising


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taxi tOps

What?The Ininity watch will be advertised on taxi tops throughout ive target cities.

Why?

Through the use of taxis, thousands of viewers will be reached. For example, 10,986 advertisingimpressions are made during one day in New York City alone. This number not only applies to riders, butalso to those walking around town. The average taxi ride lasts for 15 minutes, raising the chances thatpassengers will see the advertisement.

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prinT adverTising


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print advertisements

Magazine Logo

Accountancy Futures

Attorney at Law

Healthcare Global

IEEE SoftwareMagazine

Selling Power

GQ

Maxim

Trade Magazines

Five trade magazines were chosen based on median salaries that matched the target audience and theamount of subscribers per publication. Magazines target software engineers, health administrators,accountants, lawyers and sales executives.

GQ Magazine

GQ magazine strives to turn ambitious young guys into successful gentlemen. This mission directly

correlates with the spirit of the Luxe Daddy and the median age of their readership is within the targetdemographic. A pitch will be sent to GQ magazine to place Scott Disick, Movados spokesperson, on thecover of the magazine and to have a feature story written about the Ininity campaign to raise awarenessfor testicular cancer.

Maxim Magazine

Maxim was chosen as one of the two monthly magazines because of the demographics they target andbecause of their high readership.

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gQ COver

print advertising


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print advertising


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print advertising


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radio inTerview


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sCOtt disiCk, mOvadO spOkespersOn

Who?

Scott Disick is a Luxe Daddy. With his sophisticated look, Scott has transformed his once sarcastic andcarefree attitude to that of a young entrepreneurial family man. Even if you dont have the means to dressor act like Scott, there is a part of every man who wants to be young and successful, both with businessand in personal life.

Why?

Disick is outgoing and not afraid to take risks. Talking about testicular health is not an easy subject todiscuss, but Disick has no fears. He has matured and understand the value of time. He wants to be therewhen his son gets married and when his daughter has her irst baby.

The summer following his sons birth, Disick and his wife went through a very public breakup beforeeventually reuniting. He says, It was when I realized I was on the verge of losing the people that weremost important to me, that I knew I needed to make a change.

They welcomed their second child soon after. Its been a long road for Disick, but he says, Ive made a lotof mistakes in my life. Despite that, I believe everything happens for a reason. I would make those samemistakes a million times over to have the life that I have todaya loving girlfriend, a son with great hairand a daughter with a giggle thatll make you weak in the knees. What can I say? Im blessed.

Disick knows his responsibility has increased over the last few years and it all begins by performingmonthly self-examinations to prevent testicular cancer.

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radiO interview

sirius xm interview

What?

Sirius XM is a commercial-free radio platformthat has millions of subscribers across the world.Scott will be interviewed about Movados Ininity

Collection and the pledge to raise awareness andmoney for testicular cancer on The HowardStern Show.

Why?

The Howard Stern Show is the number oneSirius XM station, hosting nearly 1.2 millionlisteners. Sterns topics have no limits, coveringeverything from worldly issues to sex. His rawpersonality and carefree attitude keeps listeners

coming back for more, especially viewers of themale demographic. Modavo Inc. is an exclusivebrand them self, so its only appropriate to teamup with an exclusive show such as The HowardStern Show.


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speCial evenTs


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infinity COlleCtiOn CelebratiOn

What?

The Ininity Collection will be introduced at parties hosted in Chicago, Houston, New York City, LosAngeles and Philadelphia on Apr. 5. This is the irst Friday of Testicular Awareness Week.

Thirty percent of all watch sales during the event will beneit testicular cancer research. Movado will

continue to donate 30 percent of Ininity watch sales indeinitely.

This event is free and open to the public. Guests will receive educational handouts about testicular cancerand will enjoy luxurious Ace of Spades champagne and hors doeuvres at no cost.

Why?

This event will not only create buzz about the Ininity Collection, but also introduce the Time is LuxuyCampaign to Movado consumers and any shoppers who stop by the store during the event.

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linked in luxury event Overview

Event overview

LinkedIn and Movado will partner to create the irst-ever Linked In Luxury event. Movado is sponsoringthe event to continue raising awareness about testicular cancer and the importance of self-examination.

At each of the ive target cities, LinkedIn will invite Americas most inluential young businessmen to

networking mixers throughout April and May. Attendees will include Movado, Mont Blanc and Paul Smithcustomers. LinkedIn will also compile a list of its inluential users to invite.

Why LinkedIn

LinkedIn is the fastest growing technological company in the UnitedStates and is praised for its usefulness in fostering businessrelationships worldwide. For LinkedIns contribution to Time isLuxury, web banners promoting the Ininity Collection will be posted

on their site, free of charge. In addition, LinkedIn will provide a special-access code for event guests to usetoward a premium LinkedIn account. To further their philanthropic partnership, LinkedIn will donate 10percent of their advertising revenue during April toward testicular cancer research.

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linked in luxury brand partnerships

Guest beneits

At Linked In Luxury, there will be asilent auction for the Ininity watch,limited Mont Blanc Ininity cuff linksand a bottle of Ace of Spades

champagne. All of the proceeds fromthe silent auction will go towardtesticular cancer research.

Brand Partnerships

Movado is partnering with other luxurybrands to further the buzz on theimportance of testicularself-examination.

Mont Blanc: Mont Blanc is known for its high-end pens and accessories. Mont

Blancs trademark is the white, six-pointed star with rounded edges, which issimple yet iconic. For Mont Blancs partnership, they will be creatinglimited-edition pens that include the ininity symbol within the white star. Allproceeds from this limited edition collection will go to testicular cancer research.

Paul Smith: Paul Smith pocket squares are a luxurious additive of suits worn by men worldwide. PaulSmith is creating a Pocket of Time collection for their contribution to this campaign. Each pocket squarefrom this collection will feature the orchid purple color and embossed ininity symbols.

Ace of Spades:Ace of Spades champagne is popular in urban social circles, garnering a more elite crowd.Consumers recognize this brand as one of the best among its competitors.

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Luxe Bag

Guests and their dates will each receive a Luxe Bag upon departure from the event. The elements of theLuxe Bag are enclosed in a Movado briefcase and include an informational self-examination handout,Mont Blanc limited edition pen, LinkedIn premium membership, a Paul Smith pocket square, a copy of GQmagazine with the Scott Disick cover photo and an ininity-shaped sticker. Guests will be encouraged toplace stickers in a high-trafic area to create buzz.

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linked in luxury CanCer survivOrs

Special Guests: At each of the ive cities, a hometown hero will be invited to share their experience withtesticular cancer. In addition to the survivor speeches, Scott Disick will speak about his life transformationand how he plans for future prosperity. LinkedIn CEO, Jeff Weiner, will also be at the event.

Trey Velasco, Houston

Velasco was 20-years-old when he was diagnosed with testicular cancer. He wasprompted to self-examine after reading a magazine article and found a pea-sized lump onhis testicle. He has been cancer-free for one year and wishes he would have been moreopen about testicular cancer. Velasco says, Testicular cancer had a profound effect on meand helped make me who I am today: inquisitive, passionate,driven, personable and most importantly, loved.

Matthew Pinto, Philadelphia

Dr. Pinto is a family physician and recognized that his right testicle was slightly larger andfelt irmer than his left. At age 34, with two young boys and a baby girl on the way, Pintowas diagnosed with testicular cancer. Fifteen months later, Pinto is cancer-free after

undergoing surgery and several other treatments. He says, My love of life, myappreciation for health, and my compassion for my patients has changed. It made me abetter doctor, father, husband, son, and person.

Eliezer Ponce, Los Angeles

Eliezer Ponce was in the ER for a groin injury when doctors found a large mass on histesticle. At 31-years-old, Ponce was diagnosed with testicular cancer in its earliest stageand was able to remove the cancer through surgery. Two years later, Ponce is stillcancer-free and says, Life is beautiful. Pain is inevitable, but it will go away. Read asmuch as you can about your diagnosis and learn to adapt it to your daily life. Live, laugh,ight and reach out to others that can help you go through it. Youre not alone.

Johnny Imerman, Chicago

Imerman was diagnosed with testicular cancer at 26-years-old. He founded ImermanAngels in 2003, a nonproit organization that provides free one-on-one cancer supportservices for cancer ighters, survivors, and caregivers. Today, Imerman is cancer-free,actively working to help others who were once in his shoes.

Tyler Austin, New York

Austin was diagnosed with testicular cancer during the MLB Draft at age 17. Determined

to play professional baseball, he refused to let anything get in the way of his dream--evencancer. He was drafted in the 13th round by the New York Yankees, played for the PennLeague in 2011 and was quickly promoted to the Charleston River Dogs in 2012. Today,Austin is not only cancer-free, but also lives his dream.

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linked in luxury venues

Linked In Luxury Venues

Linked In Luxury event venues exhibit an environment that emulates a man cave, combining the lavishwarmth of a penthouse with the vivacity and glamour of court side seats at a championship game. Thesophistication of these venues is the perfect setting for a high-class mixer on a working-class budget.

New York City

Venue The 40/40 Club6 W. 25th St.New York, NY 10010

Description The 40/40 Club located in New York City is anall-American sports bar and lounge owned by hip-hopmogul, Jay-Z. The decor of The 40/40 Club is a mix ofmemorabilia from Americas greatest sporting games,coupled with Manhattan sophistication.

Square feet 12,000Rental cost $1,000

Los Angeles

Venue The Colony1743 N. Cahuenga Blvd.

Los Angeles, CA 90028Description The Colony is a west coast nightclub with an east coast feel,

capturing the exclusive and celebrated Hamptonslifestyle in the heart of downtown Hollywood. Thishigh-class nightclub features multiple service bars, apremium bottle service, full service catering to guests andan atmosphere thatll make guests feel like a king.

Square feet 13,000

Rental cost $1,000

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linked in luxury venues

Chicago

Venue Cuve

308 W. Erie St.Chicago, IL 60654

Description Located in the River North area in the heart of downtownChicago, Cuve offers two expansive bars, lounge seating andan open loor plan perfect for mixer attendees to loat aroundthe room and network with other guests.

Square feet 5,500

Rental cost $6,000

Houston

Venue Venue, Living By Night719 Main StreetHouston, TX 77002

Description Located in the heart of downtown Houston, this nightclubprovides a sophisticated sense of style and uniquearchitectural details that create the reinement and eleganceof a irst class destination for all occasions.

Square feet 11,000

Rental cost $2,000

Philadelphia

Venue Stratus

433 Chestnut St.Philadelphia, PA 19106

Description Located on Chestnut St., 11 stories above Phillys mosthistorical block, Stratus Lounge offers a rooftop bar, indoormaple tree and a warm ireplace. Guests can mingle and

network on the rooftop lounge while looking up into thebeautiful Philadelphia night sky.

Square feet 8,000

Rental cost $1,000

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Linked In Luxury invitation front

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Linked In Luxury invitation back

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Event program front cover


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Event program page one

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Event program page two

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Event program page three

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Event program page four

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Event program back cover

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publiC relaTions


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sOCial media

#TimeisLuxe

The second largest group on Twitter includes men, 25 to 34-years-old,which coincides with our target audience. Movado will promote the hashtag#TimeisLuxe throughout the campaign to create a sense of communityamong Twitter users and to help differentiate campaign information frombillions of other tweets. Unifying men from across the country in the ightagainst testicular cancer is exactly what Movado strives for. By implementing#TimeIsLuxe on advertisements and at events, Movado will strengthen itscampaign by directly engaging the target audience in social mediaconversation.

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sOCial media

LinkedIn

The largest group on LinkedIn is men, 25 to 34-years-old, which is adirect match to the target audience These users have a median to highsalary, do not have children and are college-educated, which is also amatch for the target audience.

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pitCh lettertO ted staffOrd, fashiOnmarketdireCtOrat gQ magazine

SUBJ: Scott Disick Interview Opportunity for Movados New Ininity Collection

Dec. 15, 2012

Good morning Mr. Stafford,

I read your latest article about the Express Chronograph Bracelet Watch and thought you might beinterested in Movados newest Ininity Collection. The sophisticated luxury of the Ininity Collectionoffers a sleek, neutral, no-nonsense design (that is hardly bland) and would provide a great opportunityfor your insightful industry critique.

Here are a few facts you may want to know about the Ininity Collection: Movado stores will host in-store celebrations across the country to unveil the Ininity Collection and

raise awareness about testicular cancer during Testicular Cancer Awareness Week in April 2013. Ininity watches symbolize the limitless indulgences life offers for men who live testicular

cancer-free.

Ininity wearers will strive to Look Sharp, Live Smart like GQ readers. Priced at just $350, the watch is friendly on the wallet. Thirty percent of Ininity proceeds will be donated to the American Cancer Society for testicular

cancer research.

Scott Disick, Movados newest spokesperson and reality star from Keeping up with the Kardashians, aswell as testicular cancer survivor, Tyler Austin, would love the opportunity to speak solely with GQ aboutthe Ininity Collection.

You will walk away with exclusive insight into the irst large-scale testicular cancer awareness campaign

in America and the production of the Ininity watch as a catalyst for the campaign. This lays thegroundwork for compelling content that is relevant to the readership of GQ.

Please contact me at your earliest convenience if you are interested in this opportunity.

Sincerely,

Kacie [email protected]

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pitCh lettertO ted staffOrd, fashiOnmarketdireCtOrat gQ magazine

Why pitch to Ted Stafford?

Ted Stafford, fashion market director at GQ magazine, writes Watch of theWeek for GQ magazine online and manages GQ magazines fashion editors.This story lends itself to pitching someone with a more serious role withinthe company because of the need to land a feature story and

accompanying photograph on the front cover. The fact that Stafford writesabout watches and is a fashion guru made it a no-brainer to pitch him aboutthe Ininity watch. Even if he does not write an article, he will most likelypass along the information to the correct editor.

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press materialsPublications

The following materials include news releases and media advisories for Movados special events. Thesematerials will be sent to publications in the ive target cities like the New York Times, Chicago Tribune,Houston Chronicle, the Philadelphia Inquirer and Los Angeles Times.

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Movado customers celebrate Ininity watch to beneit testicular cancer awareness

What: Customers visiting Movado stores will join in the irst nationwide celebration of thelimitless indulgences life offers for men who live testicular cancer-free. Movados newestwatch design, Ininity, will be showcased. Watch faces are engraved with the ininitysymbol and the iconic Museum dot is purple chrome, matching the color identiied withTesticular Cancer Awareness Week in April.

Thirty percent of all watch sales during the event will beneit the American Cancer

Societys testicular cancer research and Movado will continue to donate 30 percent ofIninity watch sales indeinitely.

When: Friday, Apr. 5, 20136 to 9 p.m.

Where: 25 W. 39th St. Suite 15New York, NY 10018

Nationwide celebrations will also occur at the following addresses:

1015 Chestnut St., Philadelphia, PA 191075058 Westheimer, Suite 3560, Houston TX 7705629 E. Madison St., Chicago, IL 606028500 Beverly Blvd., Los Angeles, CA 90048

Details:

Contact:

This event is free and open to the public. Guests will receive testicular cancer educationalhandouts and can enjoy luxurious Ace of Spades champagne and hors doeuvres at no cost.

Kacie Boniberger,(201) 267-8000www.movado.com

###

MEDIA ADVISORY

For immediate release

Thurs., Apr. 4

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infinity COlleCtiOn CelebratiOn media advisOry


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NEWS RELEASEFOR IMMEDIATE RELEASE

Media Contact:

Kacie Boniberger201-267-8000

Movado unveils Ininity watch to advocate for testicular cancer awareness

Paramus, N.J. (Apr. 7, 2013) Movado customers celebrated the Ininity watch unveiling at nationwidecelebrations in Chicago, Houston, New York City, Los Angeles and Philadelphia on Apr. 5. Thirty percentof all watch sales during the event beneited the American Cancer Societys testicular cancer research andMovado will continue to donate 30 percent of Ininity watch sales indeinitely.

Watch faces are engraved with the ininity symbol, which represents the limitless indulgences life offersfor men who live testicular cancer-free. Movados iconic Museum dot is purple chrome, matching the color

identiied with Testicular Cancer Awareness Week in April.

Theres nothing like a Movado watch to remind you that its time to check for testicular cancer, saidScott Disick, the newest wearer of Movado and reality star on Keeping Up With the Kardashians. Watchowners will not only beneit from the luxury of the Movado aesthetic, but also from the luxury of all lifesprecious moments if they check themselves regularly for cancer.

Movado will remain in these cities to sponsor Linked In Luxury events where Americas most inluentialyoung businessmen will network to bring their LinkedIn connections to life. The events will occur onSaturday evenings from Apr. 6 to May 4. Guests are encouraged to ind out more information at www.linkedin.com/linkedinluxury.

Movado, the Movado Groups signature brand, was founded in Switzerland in 1881 and acquired by theCorporation in 1983. Movado watches are known for simple, modern designs and have earned more than100 patents and 200 international awards. Movado Group, Inc. designs, manufactures, and distributesMovado, Ebel, Concord, ESQ by Movado, Coach, Hugo Boss, Lacoste, Juicy Couture and Tommy Hiligerwatches worldwide. For more information, visit movado.com.

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Movado Group Inc.

650 From Rd., Ste. 375Paramus, NJ 07652-3556www.movado.com

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Movado, LinkedIn connect boys to save balls

What: Reality television star Scott Disick and testicular cancer survivor Tyler Austin are thekeynote speakers for LinkedIns Linked In Luxury. Americas most inluential youngbusinessmen will connect with their LinkedIn network in a real-world setting, while beingeducated on testicular cancer prevention.

Movado is sponsoring the event to continue to raise awareness about testicular cancer andthe importance of self-examination. Guests will receive Movado merchandise promoting

testicular cancer prevention and may enter a silent auction for Movados Ininity watchduring the LinkedIn event. The Ininity watch is Movados newest design, and 30 percent ofall Ininity sales beneit testicular cancer research.

Who: LinkedIn CEO Jeff Weiner will be in attendance, as well as Movado spokesperson Scott Disickand testicular cancer survivor Tyler Austin.

When: Saturday, Apr. 6, 20136 to 9 p.m.Keynote speakers to 6 to 7 p.m.Movado silent auction, cocktails and appetizers 7 to 9 p.m.

Where: 6 W. 25th St.New York, NY 10010

Tickets:

Contact:

$10 pre-sale$20 at the event

Kacie Boniberger(201) 267-8000www.movado.com

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MEDIA ADVISORY

For immediate release

Fri., Apr. 5

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NEWS RELEASEFOR IMMEDIATE RELEASE

Media Contact:

Kacie Boniberger201-267-8000

Movado Group, Inc. sponsors LinkedIn nationwide networking events

Paramus, N.J. (Mar. 18, 2013) - Americas most inluential young businessmen will humanize their socialmedia interactions during Movado-sponsored LinkedIn events, Linked In Luxury. Movado Group, Inc.spokesperson Scott Disick and cancer survivors will kick off each of the ive identical nationwide mixersto be held during April, Testicular Cancer Awareness Month. The events will also launch Movados newestcollection, Ininity, designed to raise awareness about testicular cancer.

Our mission is to connect the nations professionals to enable them to be more productive and successfuland we hope continued partnerships with Movado will garner similar results, remarked LinkedIn CEO,Jeff Weiner, Thanks to this sponsorship, LinkedIn expects to see the same businessmen living healthfullyand updating their online proiles for many years to come.

Movado will host a silent auction for a watch from the Ininity Collection, limited Mont Blanc Ininitycuff links and a bottle of Ace of Spades champagne during cocktail hour. All proceeds will be donated totesticular cancer research. Guests and their dates will each receive industry-inspired merchandise at theevent, such as a patterned pocket square that illustrates testicular self-examination, packaged in aMovado-branded briefcase.

Movados new partnership with LinkedIn strives to raise awareness about testicular cancer among the

men who are most at risk, Disick explained, Movado understands how valuable time can be. By alertingyoung professionals to the severity of testicular cancer and how easy it is to prevent, we will ensure moretime for millions of testiclesand lives.

The events will take place in Chicago, Houston, New York City, Los Angeles and Philadelphia. Guests areencouraged to ind out more information and RSVP at www.linkedin.com/linkedinluxury.

Movado, the Movado Groups signature brand, was founded in Switzerland in 1881 and acquired by theCorporation in 1983. Movado watches are known for simple, modern designs and have earned more than100 patents and 200 international awards. Movado Group, Inc. designs, manufactures, and distributesMovado, Ebel, Concord, ESQ by Movado, Coach, Hugo Boss, Lacoste, Juicy Couture and Tommy Hiliger

watches worldwide. For more information, visit movado.com.

LinkedIn is the worlds largest professional network, hosting 200 million members from 200 countriesand territories around the globe. Jeff Weiner resides as CEO and co-founded the company with ReidHoffman in 2002. LinkedIn has been publicly held since 2003 and generates revenue from membersubscriptions, advertising sales, and talent solutions. For more information, visit linkedin.com.

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Movado Group Inc.

650 From Rd., Ste. 375

Paramus, NJ 07652-3556www.movado.com

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budget

Print Advertisements Cost

Maxim magazine - four color, full page $241,800

GQ magazine four color, full page $135,309

Selling Power magazine four color full page $10,400

Healthcare Global magazine - four color, full page $8,000*

ACCA Accountancy Futures magazine - four color, full page

$5,000*

Attorney at Law magazine - four color, full page $5,000*

IEEE Computer magazine four color, full page $9,550

Outdoor Advertisements Cost

Taxi Tops in Chicago, Houston, New York City, Los Angelesand Philadelphia - $200 per four week period in each city

$1,000

Linked In Luxury Events Cost

Chicago venue rental Cuvee $3,000**

Houston venue rental Venue $1,000**

New York City venue rental 40/40 $500**

Los Angeles venue rental The Colony $500**

Philadelphia venue rental Stratus $500**

TOTAL $421,559

campaign two testicular cancer final

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