UH's Jones as popular as ever
By Stephen Tsai
Advertiser Staff Writer
It has become apparent that June Jones' popularity does not have an expiration date.
Above: June Jones poses with a UH Warriors' helmet. Below: UH athletic director Herman Frazier delivered a playful punch to Jones at the Pigskin Pigout at Murphy's Bar and Grill last night. Gregory Yamamoto • The Honolulu Advertiser
Nearly four years after returning to the Islands to become the University of Hawai'i's head football coach, Jones remains a popular spokesman.
Advertiser library photo
This week, he taped a commercial for a Kona golf resort, participated in a promotion for K5, volunteered his name for a fitness camp, and was photographed for a magazine cover. At supermarkets across the state, his image is used to promote a giveaway campaign for a national soda company.
"He's still extremely popular," said Walter Dods, chairman and chief executive officer of First Hawaiian Bank. "I'm in a lot of charity events, and I'm often in the same room with him, and people love him. He talks to everyone and treats everyone kindly."
Brandt Farias, First Hawaiian Bank's senior vice president and marketing director, said "June makes an excellent pitchman."
Farias said an advertising campaign's success is measured in "top-of-mind awareness." That system, for instance, monitors viewers' recall of bank commercials. According to marketing surveys, Jones' First Hawaiian commercials, which ran from 1999 to 2001, "achieved a high level of awareness," Farias said. "That's an indication of the effectiveness of an advertising (program)."
John Fink, general manager of KFVE, which owns the local television rights to UH sports, said Jones' football success makes him a durable spokesman.
"It's the same reason (Michael W.) Perry and (Larry) Price are still popular," Fink said, referring to the radio personalities who are featured in numerous commercials and advertisements. "It's only natural that companies want to attach themselves to popular figures."
Gregory Yamamoto • The Honolulu Advertiser
In addition to appearing in commercials for KFVE, Jones speaks at the station's sales meetings. "He helps us and we help him," Fink said. "It's a win-win situation. We appreciate his help."
Former Washington Redskin Kurt Gouveia signed a Warriors’ helmet at the Pigskin Pigout last night. The helmet was later auctioned off. Proceeds will go to the UH football team.
Leigh Steinberg, Jones' long-time agent, said Jones turns down dozens of offers each year. As a state employee, Jones is restricted in the type of products he can promote. But Steinberg also said Jones "tries to be selective. June tries to form relationships he feels a level of comfort with."
Steinberg said Jones has a high Q-rating, a formula used to determine popularity and recognition. Steinberg declined to reveal Jones' pay from commercials, only saying, "I wouldn't say it's a large part of his income."
"It helps a lot when June works with one of our sponsors," said Mark Livingston, the UH athletic department's director of marketing. "His face is one of the most recognizable in the state. He's a big part of our marketing efforts."
Steinberg said Jones is expected to be instrumental in UH's plans to expand marketing into Asia. "We found he does have some recognition over there," Steinberg said.
Steinberg first met Jones when he played for the Atlanta Falcons in 1977. Steinberg said Jones "receives more endorsement opportunities now than when he was (an NFL) player."
