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Gold/Mining/Energy : Canadian Diamond Play Cafi
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To: Famularo who wrote (2282)1/10/2005 12:51:43 PM
From: Famularo   of 16212
 
The Diamond Trading Company (DTC) in conjunction with advertising agency J. Walter Thompson (JWT) is poised to launch a new marketing initiative and advertising campaign targeting the wedding anniversary occasion in the U.S. The new campaign is geared toward rejuvenating the importance of the wedding anniversary and motivating couples to express their lasting love through a piece of diamond jewelry. There are 56 million wedding anniversaries in the U.S. each year and JWT research shows that only 6 percent of women celebrating an anniversary receive a gift of diamond jewelry, making it a market ripe for growth. The agency expects to be able to raise that number to 10 percent, with the goal of creating a cultural imperative where women will expect a piece of diamond jewelry as an anniversary gift at some point during their marriage.

The new advertising and marketing campaigns feature the tagline “I Forever Do” — a marriage of the “A Diamond is Forever” slogan and the “I Do” of the wedding vows. A new series of “Seize the Day” ads focusing on anniversary and targeting men will break in The Wall Street Journal and USA Today in February. A second print campaign, “Pictures,” will run in magazines targeting men and women in March. The “Pictures” campaign features a collage of photos of real-life married couples that depict their life together. There are four treatments of this concept that will run in rotation. The television commercial “Steps” in which a husband asks his wife to marry him again will be revised to feature the “I Forever Do” tagline and will begin airing in February. All of the advertising builds on the “Past, Present, Future” message of Three-Stone Diamond jewelry, which JWT reports is the most successful product since the Diamond Engagement Ring.
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