Halifax jewelry store Touch of Gold is seeking to boost awareness of its engagement ring products with a print, radio and out-of-home advertising campaign.
The creative for the campaign, designed by Halifax agency Trampoline Branding, focuses on the emotions surrounding marriage and the act of proposing. The radio spots, for example, refer to the bride-to-be’s awe at receiving a ring, while print and outdoor ad copy includes lines such as, “She can still say ‘yes,’ even if she’s rendered speechless.”
Brad Dykema, creative director at Trampoline, said the objective of the campaign was to enhance Touch of Gold’s presence in the engagement ring market.
“People in the city know (Touch of Gold) as a higher-end jewellery store. However, they’ve never really been top-of-mind as far as engagement goes,” said Dykema. “They’re known to have precious metals, precious stones and high-end watches, but they really wanted to get the message out that they also have some really fine lines of engagement rings.
“The idea was to get some emotion around the message and get the message out to think of (Touch of Gold) for engagement.”
