The Diamond Trading Company’s right-hand ring promotion has gone Hollywood. The DTC has teamed up with Warner Bros. Pictures on a promotion for Catwoman, a major summer release coming to theaters in July 2004.
“Catwoman was the perfect fit for us,” says Sally Morrison, director of the Diamond Information Center. “Catwoman personifies all the attitudes and values of the woman who owns the diamond right hand ring: strong, beautiful, and stylish, sophisticated as well as sexy.”
“Our film’s message is very much one of empowerment,” says Louise Soper, vice president of National Promotions for Warner Bros. Pictures, “and we feel that the concept behind the diamond right hand ring reflects Catwoman’s spirit of confidence and independence.”
The promotion will include multiple components:
* A new version of the “Women of the World, Raise Your Right Hand” ad features Catwoman wearing a diamond right hand ring. This execution of the print ad will be in heavy rotation in the months of July, August, and September in most books within the existing Diamond Trading Company media buy.
* A scene in the movie in which Catwoman (played by Halle Berry) puts a diamond ring on her left hand, reconsiders, and puts it on her right hand.
* adiamondisforever.com will host a diamond right hand ring promotion that will run June 10 through September 15. Entrants will have the opportunity to win one of four diamond right hand rings from The Stuckey Company (romantic, floral, contemporary or modern vintage).
This is the first time the Diamond Trading Company has undertaken such an integrated entertainment based campaign.