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October 1999

Diamonds: News

De Beers Boosts Ad Spending

Diamond gifts the focus

De Beers will spend 30% more than planned during the fourth quarter to promote diamond gifts.
Focus– group testing of its new millennium– themed "Crowds" promotion went so well De Beers increased the promotion budget, which was already the largest in the company's history, says Stephen Lussier, worldwide director of the consumer marketing division. The "Crowds" commercial shows a man giving a woman a diamond at midnight on New Year's Eve in mobbed Times Square. De Beers research showed 83% of test audiences who viewed the commercial were convinced diamonds are a perfect way to commemorate the millennium.

"Crowds" will appear through the Christmas season on cable and broadcast stations in longer– than– usual spots of 45 and 60 seconds. Sixty– second spots will appear during Thanksgiving NFL games, the U.S. Open and the World Series.

De Beers also will continue its "Seize the Day" campaign in print and outdoor campaigns. The print campaign will run in national major regional newspapers. The outdoor campaign will appear in 21 cities, twice the number as in 1998, on airport billboards, bus shelters, commuter– rail platform posters, highway billboards and king– size bus posters in major metropolitan markets.

A special New York City Times Square billboard, saying "What are you waiting for, the year 3000?" will be up this month and stay through New Year's Day. Another huge special banner appears in Los Angeles on both sides of the Hyatt Hotel West Hollywood on Sunset Boulevard until the new year.

by Peggy Jo Donahue

Copyright © 1999 by Bond Communications.


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