This month jewelry.com forms strategic alliances with World Gold Council, SONY BMG. And the Ovarian Cancer Research Fund.
“The May is Gold Month” event is an alliance with WGC, Aurafin-Oro America, and major retailers (JC Penney, Macy’s, May Company Stores, and Zales). Last year’s kick-off event generated a 40% increase in traffic for the Web site. The multi-million dollar promotion and ad campaign involving consumer magazines, public relations, direct mail, and interactive marketing (including a daily contest) “is spreading the news that May is Gold Month” and gold is the prefect gift for moms, dads, grads, weddings, anniversaries or a just because occasions.”
In conjunction with the release of the new “Elvis by the Presleys” CD on May 3, Jewelry.com offers the public an opportunity to log on to its site (www.Jewelry.com/elvis) and enter to win a prize package that includes a 14k gold and diamond bracelet worth $4,000 and a personalized Elvis record plaque with the winners’ name. In addition, ten persons will receive a free “Elvis by the Presleys” CD.
Jewelry.com recognizes that 70% of their registered users are women. So for Mother’s Day, the Web sites teamed up with Ovarian Cancer Research Fund in a consumer awareness campaign. Ovarian Cancer is the leading cause of death of all gynecologic cancers in the United States. In 2003, it is estimated that roughly 25,000 women will be diagnosed with this form of cancer and close to 14,000 will lose their lives to it.
“Jewelry.com wanted to find a special way to send a message of love that was worth its weight in gold,” said Laurie Hudson, president of Jewelry.com. “It is our hope that this month long Mother’s Day campaign, we can raise awareness about the threat of ovarian cancer and direct women to the Ovarian Cancer Research Fund ‘s site, where they can learn more about this disease.”