Thursday, February 01, 2007

New Journey Print Campaign to Debut in February

The Diamond Trading Company (DTC), in conjunction with JWT, is launching a new print advertising campaign for the Journey Diamond Jewelry concept. The new campaign, to debut in February, will not only communicate the Journey concept but also highlight the various styles and designs that are currently available in the market, JWT announced.

Journey Diamond Jewelry is defined as a piece of jewelry containing diamonds of different sizes, arranged in a graduated pattern from smallest to largest. The piece must be exclusively diamond, with at least four stones and at least one stone being of significant size. The graduated stones represent how your love grows stronger over time making it a perfect gift of love.

There will be at least three executions of the new print campaign, entitled “Line.” The first will launch in February and will have two versions: one featuring the “S” curve pendant and one featuring a heart pendant.

Future executions will feature drop earrings and a circle pendant, as well as other designs and piece types. The ads will run in female-targeted publications such as InStyle, W, Vogue, Architectural Digest, Elle Decor, Gourmet and Town & Country in 2007.

In addition to the new print campaign, the “Dandelions” TV commercial will continue to run in 2007 featuring the Journey “S” curve pendant. The site has a Journey micro-site, which features a variety of designs.

To help the industry support Journey Diamond Jewelry, the Diamond Promotion Service (DPS) offers a variety of marketing materials that can be downloaded from, including 4-color photography, newspaper ad slicks, postcards and more. A new commercial program developed in conjunction with Spot Runner, a TV advertising agency provider is also available to jewelers. For under $1,500, an advertiser can personalize their own Journey commercial and create a targeted cable and/or broadcast media plan. The beauty of it is that it’s all created online at

Additional offered aids include The Journey Roadmap package, an in-depth program that helps sales associates find success through selling Journey. In addition, features an interactive Journey Motif Guide to help retailers build their own Journey collections using the six most popular motifs: Hearts, Zig-Zags, Drops, Curves/Vines, Ladders, and Circles.

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