Smyth Jewelers has a message for Baltimore-area men looking to get engaged: You, too, can afford its diamonds.
That?s the focus of a new ad campaign launched last week by MGH for the Timonium-based jeweler.
Tagged “Where Baltimore Gets Engaged,” the campaign incorporates multimedia, creative executions and out-of-the-box marketing initiatives designed to position Smyth as Baltimore?s premier engagement ring retailer.
“I don?t think the entire Baltimore community knows that Smyth has the largest selection of diamonds on the East Coast,” said John Patterson, MGH?s creative director. “We kind of jointly decided that it was time for the rest of Baltimore to know that this is really the premier spot for engagement rings.”
Through the ad campaign, which will run through September 2006, the jeweler hopes to educate men about the process of buying a quality diamond and to inform them that they can purchase a beautiful diamond at a reasonable price.
“There?s a misconception in the Baltimore area that the best purchases on engagement rings are through chain ormall locations and the Internet,” said Mark Motes, Smyth?s general manager. “These vendors are typically marking up a diamond well beyond its value, making for an overpriced purchase.”
Included in the creative materials will be aerial advertising; ads on golf GPS systems; ring-shaped coasters that will be placed in bars and restaurants; print wrap-arounds; radio advertising; and billboards.
Part of the campaign will direct people to a new micro-site, www.GetEngagedHere.com, where couples can place engagement announcements for free and tell their engagement stories, as well as get information on purchasing a ring.
The campaign is also using out-of-the-box marketing, which will be found all over Baltimore. One approach uses “Place Knee Here” street decals showcasing some of the city?s best places to get engaged. They will be placed throughout the Inner Harbor, Power Plant Live, Camden Yards and other well-known city and county locations.
“The idea is sort of wherever people will meet and fall in love, Smyth wants to be there,” Patterson said.
MGH
» 100 Painters Mill Road
Suite 600
Owings Mills, MD 21117
» 410-902-5000
» www.mghadvertising.com
