A Milestone Advertising Campaign In The World Of Branded Diamonds: Hearts On Fire(R)'s National 'WOW' Campaign Building its Brand Through Local Partnerships

Nov 25, 2002, 00:00 ET from Hearts On Fire

    BOSTON, Nov. 25 /PRNewswire/ -- If diamonds are a girl's best friend, then
 Hearts On Fire's $30 million, 27-month "WOW" advertising campaign is a diamond
 retailer's sweetheart. Perhaps the most aggressive brand advertising campaign
 ever launched by a diamond company, the "WOW" campaign combines the financial
 resources of Boston-based Hearts On Fire, its partners and retailers in 45
 markets across the country.  Hearts On Fire manufactures and markets "the
 world's most perfectly cut diamonds" through a network of more than 400
 exclusive retailers worldwide.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/20021125/NYM182 )
     The "WOW" campaign is based on the reaction people have when viewing a
 Hearts On Fire diamond, either through a special Proportion Scope(TM) or from
 across the room.  It is designed to reach two audiences: the first time buyer
 who may be interested in an engagement ring, and the second time buyer, who
 Hearts On Fire calls "same girl, second diamond," who may be celebrating a
 special event or renewing their love.
     The "WOW" campaign reaches potential customers through an integrated media
 program that includes television, radio and outdoor. Additionally, retailers
 are provided materials for use in print advertising, direct mail and point of
 sale displays. Potential customers view billboards while driving to and from
 work, hear the Hearts On Fire message on the radio in their car, and view the
 ads as they sit and relax to watch their favorite television program or news
     Television advertising is running with "WOW" retail partners exclusively
 on network affiliate stations (NBC, CBS, ABC, and FOX) with 40 percent of the
 spots in prime time.  The goal in the 45 markets is to reach 96% of the target
 audiences with a 16-time frequency.
     The highlight of the campaign is two 30-second television commercials. One
 titled "Cake Topper," is aimed at a younger engagement ring audience, and the
 second, "Mom/Wow," targets the more established couple. Billboards, radio,
 print, and point of sale materials all reflect the "wow" theme of the
 television commercials.
     While the advertising campaign may appear national, Hearts On Fire
 Executive Vice President Peter Smith says it's really a local campaign.
 "Thirty million dollars sounds like a lot of money," he says. "It's a hard
 number to wrap your mind around. In the end it's just a locally focused way to
 act nationally."
     Hearts On Fire manufactures and markets "the world's most perfectly cut
 diamond." This round diamonds, when viewed through a Proportion Scope,
 displays a perfect ring of eight hearts from the bottom and a perfectly
 symmetrical fire burst when seen from the top. The phenomenon authenticates
 the diamond's perfect cut.  Additionally, the company offers Dream, a modified
 square cut diamond, which also displays the hearts phenomenon, and a full line
 of diamond jewelry under the Sabrina brand.
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SOURCE Hearts On Fire