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Article: DPS claims campaign 'a success': get ready for a 'broader' right-hand ring campaign.(DIAMONDS)
- Article from:
- Jewelers Circular Keystone
- Article date:
- June 1, 2005
- Author:
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The DTC has revamped its right-hand-ring campaign--with ads that have a softer tone and, possibly, a broader range of designs than its initial launch.
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When the campaign kicked off in September 2003, many disliked the designs that resulted from the DTC specifications (negative space and a north-south orientation). As a result, many considered it a disappointment.
But S. Lynn Diamond, executive director of the Diamond Promotion Service, says the campaign stimulated demand for nonbridal diamond jewelry, whether or not the specific designs featured in the ads did well.
"I can't tell ...