SUMMARY: Congratulations to the folks at Barkley & Evergreen Advertising for generating a ton of positive publicity, including a front-page story in the Kansas City Star (below), for an ad campaign for Helzberg Diamonds. KC Star columnist Jennifer Mann is also promising a future story to discuss the campaign. The publicity alone more than pays for any advertising costs and is a perfect example of integrated marketing communications. 06-09-2008
Billboard proposal is all about the bling By JENNIFER MANN, The Kansas City Star
When a guy named John showed up on a $5,000, high-profile billboard to propose to Jennifer, thousands of daily I-35 commuters let out a collective, �Ahhhh, isn�t that sweet!� After all, who doesn�t appreciate a little romance wedged into these chaotic economic and social times? Sorry, folks. Problem is John doesn�t exist and neither does Jennifer, at least not the ones depicted on the billboard. It turns out the billboard marriage proposal is a teaser for a campaign for Helzberg Diamonds engagement rings � in this case a $2,599 1-carat emerald-cut ring set in 14-karat white gold � unveiled this morning. But until the board was revealed as a marketing ploy, area residents seemed eager to buy into the notion that romance is still breathing. Chatter about the board quickly turned up in area media corridors, including The Kansas City Star�s Mom2Mom blog, the Mix 93.3 �Rocket & Teresa� show and a KMBC-TV 9 news report. And Friday�s 610 Sports radio show may have provided the kicker when the hosts begged John to call them. They even offered on air to take up donations to help him pay for his shot at love. Thanks guys, but the pockets at Helzberg�s, where executives have been thrilled, tickled and delighted, are deep enough to pony up for the board. Link to rest of article: http://www.kansascity.com/105/story/655404.html
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