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Keanes Sparkle as winners at the UK & Ireland Jewellery Awards 2013

Monday 08 July 2013


Irish family-owned Jewellers Keanes of Cork, Limerick and Killarney have won the Marketing Campaign of the Year for 2013 at the UK and Ireland Jewellery Awards. The winners were revealed at a Gala Dinner in the Natural History Museum in London last Thursday night 4th July.

The fourth-generation Jewellers beat off competition from global brands such as Citizen Watches, Pandora, Swarovsky and Bremont with their “Start Your Own Story” integrated marketing campaign. The judges said: “Start Your Own Story was a simple, emotional statement that worked into a complete, targeted campaign that permeated all levels of marketing strategy from encouraging people to share their stories on social media to topical media advertising. The mix of tried and tested tactics and awareness-raising events such as a ballroom-dancing flash mob to get media attention produced a great campaign that really engaged with the public and customers.”

The winning marketing campaign was led by Keanes Marketing Manager Caron McMahon “It’s a fantastic honour to be recognised by these the Oscars of Jewellery Awards,” said Caron. “We have a wide ranging customer base and it was vitally important that our new campaign had the flexibility and creativity to connect with all of them. “Start Your Own Story” fit perfectly and works across all jewellery buying occasions. It really connected.”

Pat Keane said after the awards: This is a remarkable achievement, and it shows that when you reflect a brand that has three generations of tradition and stories, customers connect. Start Your Own Story is an extension of the stories that we’ve been hearing and cherishing for the last 60 years in all our stores.”

The UK & Ireland Jewellery Awards 2013 is established as the premium jewellery awards in the UK and Ireland and is known for its fiercely independent judging process. Keanes Jewellers competed with other retailers who are all based in the UK. There are 25 members on the judging panel from across the industry with fourteen categories as part of the awards listing.

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