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2008 Holiday Campaign
In these uncertain times, consumers are concerned about the economy and their own finances. Many are wondering what is worth acquiring as they focus on what really matters in life. Of course, love is what matters most. And there's no better way to express love than with diamond jewelry. Not only is it the icon of enduring love, diamond jewelry is also a store of enduring value.
Our research indicated that diamond jewelry was the most popular gift on Christmas 2008 wish lists, wanted by twice as many people as anything else. And, to help men choose a diamond gift that she will cherish forever, we delivered our strongest holiday campaign ever that included TV, Print and Online media. The powerful message consumers heard was:
There are two things in this world that last longer than time.
Love is one of them.
TV Campaign
A new version of "Hands," the most memorable and persuasive commercial we ever created, was revitalized for even more impact. This jewelry featured is a beautiful three stone ring with round diamonds.
Print
New advertising appeared in consumer magazines to articulate why diamonds matter in these troubled times. There were 128 full-page color insertions in the country's most influential national and local publications. A range of diamond jewelry was featured in the ads including Journey, Three Stone Jewelry and classics like diamond stud earrings.
Online
Running concurrently with the print was a synergistic online campaign that included rich media, targeted e-mail advertising and search engine placements.
Public Relations
A national PR campaign multiplied our advertising message of enduring value across various media platforms. Segments on national and local TV, and satellite radio tours kept diamonds top of mind while reinforcing the during love message.
Continuing the Message into 2009
Even in challenging times, the message of enduring love will help consumers recognize that diamond jewelry is the perfect gift to present. In 2009, we should all continue to promote this message, reminding consumers that, like love, a diamond will last forever.
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