Lazare Kaplan Sponsoring NASCAR Car

Lazare Kaplan International (LKI) is sponsoring the No. 49 car in the NASCAR Nextel Racing Series. The LKI promotional campaign is an effort to elevate awareness of the ideal cut Lazare Diamond brand while driving traffic directly to Lazare Diamond retailers. 

LKI says the NASCAR sponsorship gives LKI’s retailers an opportunity to reach an entirely new audience of potential diamond buyers. “LKI remains dedicated to supporting our retailers,” explains Marcee Feinberg, Vice President, Marketing for Lazare Kaplan International, “Our sponsorship of NASCAR, as with all of our promotional efforts, is ultimately intended to drive traffic to our retailer’s doors.”   

The diamond firm is taking their on-track marketing campaign on-line with a special Lazare Kaplan Crystal Octahedron Rough Diamond-a-Day giveaway sweepstakes in conjunction with www.WhatsOnline.com, the primary sponsor of No. 49 car. Consumers will be sent to the Lazare Diamond website where they will be directed to a Lazare Diamond jeweler in their area. 

NASCAR boasts 75 million fans, it is rated the number two sport on television (second only to the NFL), and the number one sport in terms of fan brand loyalty. 41 percent of NASCAR fans, 40 percent of whom are female, fall within the $50,000+ income bracket, 12 percent are in the $70,000-$100,000 income bracket and 11 percent are in the $100,000+ income bracket. 

The first race for the WhatsOnline/Lazare Diamond® car was at the Dover 400 in September, and as of the week of October 9th, WhatsOnline.com, which was still in its “sneak peek” phase, had received more than 711,608 hits. In one week approximately 6,280 consumers entered online to win a Lazare Kaplan rough diamond. So far, 20 winners have received their rough octahedron diamond.