Strategy: Hearts On Fire- The World's Most Perfectly Cut Diamond Turns Men Into 'Heroes'.

Strategy: Hearts On Fire Turns Men Into 'Heroes'. Hearts On Fire plans to spark sales during the important fourth quarter via a global campaign that identifies its diamonds as "the world's most perfectly cut" and male purchasers as "heroes." The effort, which launches in October, includes TV, radio, print and outdoor in markets where local retailers sell its branded gems and can tag the ads.

(PRWEB) August 11, 2005 -- Hearts On Fire, the fastest growing diamond brand in the world, is set to launch a new, global marketing campaign in Fall 2005 that is expected to run in key US markets and in over 18 countries.

The new campaign capitalizes on previous Hearts On Fire creative while incorporating new market research that further explores the psychology of diamond consumers. The extensive research was conducted by a world-renowned cultural anthropologist whose findings provided new direction for the creative messaging.

The Be a Hero" spot presents everyday men, who account for ¾ of all diamond purchases, as heroes after purchasing Hearts on Fire diamonds. With the tagline "For Everything She Is and Will Be, Only One Diamond Will Do," the ad draws a parallel between Hearts On Fire - The Worlds Most Perfectly Cut Diamond - and a mans expression of love for his perfect woman.    

Our research shows that men communicate their love through diamonds and the majority of purchases are made by men. Buying a Hearts On Fire diamond is knowing that you are buying and giving the best," said David Knies, Vice President of Marketing.

The "Be a Hero" spot is based on a series of dream sequences in which a man who buys Hearts On Fire is thought of as a hero." After making a Hearts On Fire purchase he is portrayed as prince charming, a knight on a white horse, the star of a ticker-tape parade, and a super hero.

The creative was masterminded by Hearts On Fires in-house agency in coordination with Parallax Productions in Boston, MA. This program consists of taggable billboards, 30-second television commercials, 60-second radio spots and magazine ads.

About Hearts On Fire Company
Established in 1996 by CEO Glenn Rothman, Hearts On Fire specializes in the development, branding and marketing of The Worlds Most Perfectly Cut Diamond and luxury jewelry. Under Rothmans leadership, Hearts On Fire Company has led the paradigm shift in diamond branding and has defined a new industry standard for perfection. Hearts On Fire® diamonds, Dream® diamonds, and Jewelry by Hearts On Fire are sold in more than 500 leading retailers in over eighteen countries.

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