A Milestone Advertising Campaign In The World Of Branded Diamonds: Hearts On Fire(R)'s National 'WOW' Campaign Building its Brand Through Local Partnerships
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 update. 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. Make Your Opinion Count - Click Here http://tbutton.prnewswire.com/prn/11690X21768744
SOURCE Hearts On Fire
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