Journey' takes off before Emmy viewers Sunday

AUGUST 22, 2006 - New York -- While the trade press has been talking up the Diamond Trading Co.'s (DTC) new Journey diamond jewelry campaign for months, the program will soon hit high gear with consumers. The Wall Street Journal on Monday profiled the new marketing initiative—which will kick off in earnest Sunday night with television spots during the 58th Annual Primetime Emmy Awards broadcast.

Journey features diamond necklaces, bracelets and earrings that use four or more stones in a graduated pattern from smallest to largest. The emotional message behind the push is that the diamonds represent how love grows.

According to the Journal story, the diamond group at JWT will place the jewelry on celebrities attending the Emmy Awards, an important tactic that can make a program fly beyond the television and print ads. Sally Morrison, director of the Diamond Information Center emphasized this point, telling the Journal, "There is the holy grail of placement such as having Madonna, Nicole Kidman or Sarah Jessica Parker wear something—if they wear it, the product takes on a life beyond anything marketing can construct."