DTC to Increase Advertising Spend by 17% in 2006

The Diamond Trading Company (DTC) will increase its advertising expenditure in the U.S. this year by 17%, though the company did not disclose how much this translates into in dollar terms.

The extra money will be used in intensifying three of their current efforts:

• The launch of Journey Diamond Jewelry.
• Continued support of Three Stone Diamond Jewelry and Diamond Right Hand Ring.
• A comprehensive Holiday program during the fourth quarter.

“In 2005, diamond sales increased for the tenth consecutive year,” said Richard Lennox, Director in Charge of the diamond group at ad agency JWT. “We recognized that we can grow the market at an even faster rate by increasing the dollars we spend on media exposure.”

In a release, the firm said its first step in the increased campaign is an expanded launch of Journey Diamond Jewelry, the Diamond Trading Company’s newest “gift of love”. Moved from September to August, the launch will have a 65 percent increase in media spend over the original plan. In addition, the Journey launch will now be supported with a 60-second TV spot, as well as two-page spreads in print publications.

Lennox has high expectations from this campaign. “Journey Diamond Jewelry is expected to have an amazing impact on the market, much like Diamond Right Hand Ring and Three Stone Diamond Jewelry have had since their respective launches,” said Lennox, adding, “We are taking the Journey launch to the next level by expanding our reach and starting the buzz a bit earlier.”

For the second effort, Three Stone Diamond Jewelry and Diamond Right Hand Ring, JWT is adding five incremental weeks of the television commercial “Hands” during the summer months, as well as increased print insertions of “Timeline.” Both feature Three Stone Diamond Jewelry with the words “Past, Present and Future.”

JWT says the sale of Diamond Right Hand Rings has increased 15 percent each year since the program’s launch in 2003. To boost the growth of this category, members of the trade will be offered the opportunity to participate in an insert in the September fall fashion issue of Lucky Magazine at a discounted rate. JWT is also developing a partnership with Style.com for high-end jewelry retailers to be featured in an integrated program.

JWT will increase media expenditure on behalf of the DTC during the crucial Holiday fourth quarter. The Holiday program will urge men to celebrate his love in a way that she will remember for years to come. The campaign will include incremental print efforts to support Journey Diamond Jewelry, Three Stone Diamond Jewelry and staple diamond pieces.

The ad agency says that one of the most significant additions to the overall advertising campaign is the development of a brand new television spot for the Holiday, featuring Journey and Three Stone Diamond product. 

“We felt a new television commercial was the perfect way to utilize the incremental dollars to reinvigorate Holiday and to encourage men to do something truly memorable this Christmas by presenting her with the ultimate symbol of his love,” said Lennox.