September 15, 2004
DTC Creates Holiday Ad Campaign
The Diamond Trading Company will fuel the U.S. diamond jewelry market in the fourth quarter with a fully integrated marketing program called "Re-Ignite Your Love," which includes advertising, marketing and public relations activities that will focus on getting men to buy three-stone diamond jewelry, solitaire diamonds and right hand rings.
"Last year, the 'Celebrate Her' campaign created buzz and momentum during the crucial 4th quarter that once again proved extremely positive for the diamond industry," says Richard Lennox, director-in-charge of the diamond group at J. Walter Thompson, DTC's ad agency. "With this year's campaign, JWT has designed a program that will speak to a couple's commitment to celebrating the strength and importance of their relationship. Americans lead a fast-paced life juggling the many issues and duties that affect us at home and abroad, sometimes, not having the time to enjoy what is right in front of us. The 'Re-Ignite Your Love' campaign showcases diamonds as the ultimate way to express how essential your relationship is to ... your life."
J. Walter Thompson has developed a new series of the ever popular and funny 'Seize the Day' advertisements that are designed to call men to action and help them decide to purchase a piece of diamond jewelry this holiday. The eight-plus ads will reflect the 'Re-Ignite Your Love' theme and will begin appearing in the top 12 media markets throughout the United States on Nov. 1 and will run through the end of the year. In addition, 'Seize the Day' will appear in three national and 28 regional newspapers throughout the month of December.
Featuring three-stone anniversary rings, three-stone necklaces, three-stone earrings, diamond solitaire necklaces, diamond stud earrings and diamond right hand rings, the 'Seize the Day' ads will include powerful lines like, "Imagine The Resolutions She'll Make," "This Christmas, Try A Miracle On Your Street" and "For Once You'll Know Exactly What She's Thinking."
The 'Seize the Day' print campaign will appear in 17 male-targeted magazines including Men's Health, Links, Road & Track and Fortune. In addition, there will be 3 "domination" outdoor packages seen throughout New York's Grand Central Station, Chicago's O'Hare Airport and Philadelphia's 30th Street Station.
The DTC's new television commercial, 'Steps,' is currently being developed by J. Walter Thompson and will be the base of all 2004 holiday communications initiatives. 'Steps' opens on a couple walking through London's Trafalgar Square. They're surrounded by people, but we get the feeling they're in their own little world. The husband starts joking around with his wife. He says, "You know, I think I'd marry you again." The wife responds laughing, "What do you mean 'think'" He then replies, "Seriously! We could do it right here." She says "Yeah, right."
The couple then walks us the nearby steps of London's National Gallery when the wife suddenly stops with a stunned expression on her face. Her parents are standing there. She says "Mom? ... Dad?" She then looks to her left and sees her best friend take a couple of steps forward, "Jen?" More and more people - their friends and family - approach from different directions. The wife turns to her husband, completely shocked. She struggles to speak, "What's going on?" Her husband is on one knee. He holds out a three-stone diamond ring. "Will you marry me...again?" She is speechless. The commercial ends on a shot of the three-stone ring.
'Steps' will begin to air on television networks nationwide on Thanksgiving weekend. Existing television commercials, 'Hands' and 'Declaration,' each spotlighting three-stone jewelry and the past, present and future message are currently running in heavy rotation until Thanksgiving weekend, when 'Steps' will begin its rotation on television with another commercial called 'Tree.'
Launched last year, the DTC's highly acclaimed right hand ring campaign will also continue to run throughout the holiday season. The right hand ring will provide consumers with an additional product offering for both aspirational and affluent owners during the holiday season.
The DTC will continue the successful 'Countdown to Christmas' print campaign that was launched two years ago. The newspaper countdown, which cleverly warns men that there are only a few shopping days left before Christmas, will run in the final week before the holiday when an estimated 30% of holiday diamond jewelry sales occur. The ads will appear on Dec. 20 and run through Dec. 24 with a variety of clever, hard-hitting messages.
Retailers and manufactures are also encouraged to take advantage of the Design Gallery located at www.adiamondisforever.com. The award-winning diamond destination draws over 300,000 visits each month. This year, the Design Gallery will include a holiday gift guide, featuring right hand rings, three-stone jewelry, stud earrings and solitaire necklaces.
Diamond Promotion Service trade marketing materials will once again be available to assist the trade in creating its own effective and synergistic marketing programs for the holiday season. DPS has developed all new marketing materials in conjunction with the "Re-Ignite Your Love" theme. By logging onto the trade website www.dps.org, manufactures and retailers will have a wide variety of free downloadable photography, post cards and ad slicks to choose from featuring the three-stone ring and classic stud earrings. Clever lines such as - "Light the Fire This Christmas" and "Let Her Experience Love at First Sight a Second Time" - will remind customers of the importance of diamond gifting during the holiday season.
The Diamond Information Center has created a three-phase public relations strategy this holiday season that will reach long-lead publications (November/December gift guides), short-lead newspapers and magazines (regional) as well as intensive radio and television outreach during the crucial six weeks leading up to Christmas. Through strategic partnerships and intensive publicity outreach, the DIC will highlight the "Re-Ignite Your Love" campaign and remind consumers that diamonds are the ultimate way to express your love this holiday season.