DPS designs package for ‘Journey Diamond Jewelry’ retailer

The Diamond Promotion Service (DPS) has outlined a promotional package for its retailers of the ‘Journey Diamond Jewelry’, to capitalise on the coming holiday season. It has created a $750,000 co-op fund to support the retailers with television advertising budgets, along with customised advertising campaigns developed by its Internet-based ad agency Spot Runner.

According to the deal, DPS would fund 40 percent of a retailer's Journey Diamond Jewelry advertising media, with a four-week campaign in November. The retailers have the option to increase the fund and simultaneously run their stores' brand with the national campaign of "A Diamond Is Forever" along with promoting the Journey campaign.

The package includes:
* Retailers can use one of two available DPS 30-second Journey television spots created by Spot Runner. For additional consideration, Spot Runner has developed 30 and 60-second Journey radio commercials, which can be used along with the TV campaign.
* The ads will be customised with retailers' information, and a customised voiceover.
* Participating retailers will pay 60 percent of their scheduled media plan with the DPS providing 40 percent, up to $20,000 per retailer.
* Eligible air dates for the campaign are Oct. 29 to Nov. 25. Spot Runner will facilitate the advertising process, which is available to any independent retailer selling Journey.