Romantic Heroes from the DTC

January 18, 06 by Danielle Max

Sample of a Consumer ad which
will run in the February issues
of Sport's Illustrated and ESPN
magazine

Rather than pushing the diamond right hand ring as a sign of a woman's independence, the Diamond Trading Company (DTC), the marketing arm of De Beers, is moving in a new direction with the launch of a national Valentine's Day campaign positioning the ring as a "gift of love".

The Valentine's campaign, the first to be launched in over five years, is designed to encourage men aged 25-54 to give a right hand ring as a gift. The DTC changed their advertising tactics after learning that 70 percent of right hand rings are given as presents rather than bought by women for themselves.

The "Romantic Heroes" campaign is set to launch on February 1 and will run nationally during the two weeks leading up to Valentine's Day. Such is the importance of the campaign that the DTC has allocated it 5 percent of their 2006 marketing budget.

The campaign will run in national newspapers, magazines, radio and online media.

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