The DTC, in its continued effort to drive diamond jewelry sells, is urging jewelers and consumers - mostly men – to focus on ‘Her’ during the coming holiday season backed by multi tiered marketing program.

 

With diamond jewelry sales reaching peak levels last holiday season, the challenge this year is to drive demand for diamond jewelry to reach new levels.

 

To achieve this, J. Walter Thompson has designed a dynamic 4th quarter communications program on behalf of the DTC that aims to help retailers bolster diamond jewelry sales during the coming holiday season.

 

 

Richard Lennox, Director-in-Charge of the diamond group at JWT says last year’s campaign 'Declaration' resulted in a 16 percent increase, setting a challenge to come up with a campaign that continued this success that also “would be relevant to American consumers and the way they are feeling”.

 

“Our research has shown that while consumer confidence and spending is on the rise, Americans are still feeling somewhat deflated from the unstable geo-political climate and economy that has plagued the U.S. since post-Iraq.  However, it remains clear that what is most relevant to consumers during these times of upheaval is their relationships and his unyielding love and appreciation 'for her,' which is paid homage to within the 'Celebrate Her' campaign that showcases diamonds as the gift to express what she means to you,” he adds.

 

The ad agency is translating the 'Celebrate Her' theme throughout all levels of communication, developing an assortment of new 'Seize the Day' print advertising and a romantic, thirty-second television commercial entitled ‘Faces’.

 

‘Seize the Day’ is a collection of 15 humorous ads designed to call him to action that will begin appearing in the top 13 media markets throughout the United States on November 1st and will run through the end of the year.  Also, 'Seize the Day' will appear in 2 national and 15 regional newspapers throughout the month of December.

 

Featuring Three-Stone Earrings & Pendants, Diamond Stud Earrings, Diamond Solitaire Necklaces and Diamond Right Hand Rings, these print advertisements include emotional lines like, “God Created Woman. Then After Several Million Years of Practice, He Created Yours,” “You Got Her, She Got You.  You Might Want to Do Something Before That Sinks In,” “Three Billion Men In The World And She Picked You. Your Friends Can't Figure It Out Either,” and “This Christmas Show Her How You Feel The Other 364 Days Of The Year”.

 

The ‘Seize the Day’ print campaign will also appear in 15 male-targeted magazines including Men's Health, Forbes and Sports Illustrated as well as in a “domination” outdoor packages seen throughout New York's Grand Central Station and Chicago's O'Hare airport.

 

The new television commercial, ‘Faces’, is being developed to run at the core of all 2003 holiday communications initiatives.

 

The commercial shows a man walking through the romantic streets of a European city on a winter day. Holding a velvet box with a pair of diamond earrings, he sees the face of the same woman. When he reaches a bridge, a woman is waiting for him, the same woman that it has been her face that he has been seeing everywhere he goes. 

 

At the bridge, the couple meets in a romantic embrace, while an announcer reads, “This Christmas…celebrate the only one woman in the world for you”.

 

'Faces' will begin to air on television networks across the US on Thanksgiving Day, while the older commercials 'Declaration' and 'Hands,' each spotlighting Three-Stone Diamond Jewelry, are already running in heavy rotation until Thanksgiving.

 

The Diamond Right Hand Ring campaign will continue to run throughout the holiday season which provides a new product offering for affluent, heavy owners during the holiday season via the 'Hands' and 'Declaration' television spots through the end of November and will continue with 'Declaration' through December when it runs in rotation with the new television commercial 'Faces.'

 

In addition following-up on the success of the “Countdown to Christmas” launched last year, the newspaper countdown, which calls men to action in the final week before Christmas where an estimated 30 percent of diamond jewelry holiday sales occur will make a return this year. 

 

The ads will continue the humorous direction with such lines as “5 Days Till Christmas.  Don't Let Her Sense Your Fear” and “2 Days Till Christmas.  Too Late To Fake Your Death and Relocate to Fiji”.

 

In an effort to assist the trade in creating their own, effective sales and marketing programs this holiday season, the Diamond Promotion Service has developed all new marketing materials synergistic with the 'Celebrate Her' theme.

 

Free ad slicks and counter cards, which retailers can use in order to drive traffic into their stores will be available together with free photography featuring Three-Stone Diamond Jewelry and Diamond Ear Studs and advertising copy lines.

 

Following on the success of last year, the Diamond Information Center will be organizing two satellite media tours, a radio media tour, as well as various targeted in market television appearances highlighting the campaign.