DTC Holiday Campaign: 'This Christmas, Say Everything without Saying a Word'

The Diamond Trading Company (DTC) has unveiled its integrated Christmas marketing campaign for the all important 2006 holiday selling season. The campaign combines media buys in national broadcast television, radio, the print media, as well as online. It will feature a range of jewelry pieces, from Journey Diamond Jewelry to Three Stone Diamond Jewelry, as well as Solitaire Staples and Diamond Right Hand Rings.

This year, the DTC hopes their Christmas campaign, which uses the theme "This Christmas, Say Everything without Saying a Word," will propel sales with a message designed to resonate powerfully with American males. The new advertising shows men the one way to express themselves eloquently without saying a word – through the gift of diamond jewelry. According to the DTC, 68 percent of Christmas diamond sales gifts are purchased by husbands, and boyfriends.

The new campaign will be launched in mid-November with nationally televised spots and selected AM/FM radio spots in major markets to maximize target audience exposure.

In addition, ten new ‘Seize the Day’ advertisements have been designed to call men to action and to reflect on the ‘Say Everything without Saying a Word’ theme. The ads, which will form an integral part of the DTC's Christmas campaign, will appear online, as well as on the Reuters and Nasdaq boards located in New York's Times Square from December 11 and running through Christmas.

The DTC’s “Seize the Day” print campaign will also appear in 18 male-targeted magazines, including Road and Track, Golf Digest, Forbes, The New Yorker, and Sports Illustrated, as well as throughout New York’s Grand Central Station.