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.


Sears sought to raise top-of-mind awareness of its multi- million dollar sponsorship of Gloria Estefan’s 34-city U.S. concert tour, among both general and Multicultural consumer audiences. SJPR was selected based on their insights of the Total Market.

  • Maximize the return on the sponsorship investment by converting the Sears / Gloria association into sexy news placement sound bites
  • Position Sears commercial associates with Ms. Estefan with the utmost cultural sensitivity
  • Downplay the commercial nature of the sponsorship.
  • Appeal to and benefit a total market audience base made up of all races and ethnicities
  • Provide “arms and legs” for simplified implementation in all 37 markets included in the concert tour
  • Provide in-store promotion to amplify sales


SJPR Targeted both English and Spanish print and broadcast media on both a national and local level. We disseminated bilingual press kits and b-roll packages, which were custom tailored for each tour market and medium.

We spearheaded media and interview training with all key Sears representatives and Ms. Estefan and developed a national TOTAL MARKET public relations program custom tailored to each of the 34 tour cities. We then Integrated a memorable cause-related initiative called OYE! as an acronym, OYE! Stands for Opportunities for Youth Empowerment, into a localized program to de-commercialize the sponsorship. To ensure a broad reach to people of ALL ages, languages, and backgrounds, and created Special event with 5000 plus Sears associates and developed a market-by-market in-store activation promotion for sales optimization.


SJPR’s program for Sears / Gloria / OYE! media placements generated the majority of all news coverage featuring verbatim utilization of its press materials and numerous highly visible Sears mentions.

National Tour
  • Gross Impressions: 70 MM +
  • Earned Non-paid Media Value: $11 MM
  • In-Store Activations: 34 Community
Local Markets
  • SJPR facilitated the 35 community service / check presentation events for each of the OYE! Grant recipients, which were executed by local United Way and Sears representatives.
  • Sears and Gloria raised over $1 MM for Non-profits
  • Impacted over 10,000 youths
  • OYE! became a household name