An Innovative Advertising Campaign that Redefines the Media Marketer Relationship

September 09, 2011,

Hearst Magazines, a leading publisher of monthly magazines reaching 88 million adults in the U.S., and Hearts On Fire, the pre-eminent consumer diamond jewelry brand, today announced a first-of-its-kind, strategic marketing partnership that encompasses a print ad campaign, social media, user-generated content, contest and e-commerce components.

Hearst Magazines' in-house creative agency conceived and is executing an original advertising campaign for Hearts On Fire, which will run in the form of 82 spreads from October 2011 to January 2013 across seven Hearst magazine titles. The ads feature two well-known style bloggers: Christine Cameron of My Style Pill and Stephanie Johnson of SJ's Style Compass. The two will be Hearts On Fire ambassadors for the duration of the campaign, and their thoughts and recommendations will be featured in the ads. The women will also be blogging about the jewelry on their own sites.

Hearst's in-house creative team developed three versions of the creative, with messages and merchandise targeted to the magazines' specific audiences: a female-directed, fashion theme for Cosmopolitan, Marie Claire and Redbook; a luxury message with higher price-point merchandise for Harper's Bazaar, O, The Oprah Magazine and Town & Country; and male-targeted content for Esquire. Each insertion in the monthly series will be unique, incorporating different images, copy and merchandise, as well as digital and social media components.

QR code tags and a call-to-action send readers to HeartsOnFire.com to join the conversation by sharing their diamond stories for the chance to win jewelry and appear in future advertisements in the series. Call-outs drive to title-specific pages on HeartsOnFire.com, so the reader experience remains brand-specific, and traffic and sales are trackable. Each ad also references a Facebook page: readers who “Like” facebook.com/HeartsOnFire will be entered to win a monthly diamond jewelry giveaway valued at $2,500-$5,000. Revenue incentives for Hearst will take effect as the partnership grows to various levels of success.

“This partnership represents a paradigm shift for how luxury brands can team up with magazine publishers in this new digital age. We expect this exciting program to take both Hearts On Fire brick-and-mortar sales as well as website clicks to new levels.” said CEO and founder, Glenn Rothman. Michael A. Clinton, president, marketing and publishing director of Hearst Magazines, added, “This campaign is a perfect example of how, as a media company, we can harness our talent, resources and capabilities to engage our diverse range of readers and deliver sales for retailers. Hearts On Fire is a truly innovative company and the ideal partner – we believe that the message we helped create for their product and brand through this program will help drive consumers to purchase.”

About Hearts On Fire®
The Hearts On Fire Company (HOF) is successfully building the pre-eminent consumer brand in the fine diamond jewelry business, powered by the pulsating energy of its extraordinary diamonds. Founded in 1996, Hearts On Fire has established a new industry standard for diamond cutting perfection, enabling the Company to become the world's fastest growing diamond brand. The Company continues to redefine the industry through its extraordinary diamonds, sophisticated marketing and training programs and unique retail relationships. Hearts On Fire, The World’s Most Perfectly Cut Diamond®, is carried in 34 countries, including over 500 U.S. retail locations, as well as locations throughout the U.K., Asia, and the Caribbean. For more information, please visit heartsonfire.com.

About Hearst Magazines
Hearst Magazines is a unit of Hearst Corporation, one of the nation's largest diversified communications companies. Once it completes its acquisition of Lagardère SCA's 100 titles in 14 countries outside of France, Hearst Magazines will publish more than 300 editions around the world, including 20 U.S. titles. Hearst Magazines is a leading publisher of monthly magazines in the U.S. in terms of total circulation and reaches 88 million adults (Spring 2010 MRI). Hearst Magazines Digital Media, dedicated to creating and implementing Hearst Magazines' digital strategy, has more than 28 websites and 14 mobile sites for brands such as Cosmopolitan, Popular Mechanics, ELLE, ELLE DECOR, Esquire, Good Housekeeping, Marie Claire and Seventeen, as well as digital-only sites such as Delish.com, a food site in partnership with MSN; MisQuinceMag.com; and RealBeauty.com. Hearst Magazines has published nearly 100 applications and digital editions for the iPad, iPhone and iPod Touch, as well as the Droid platform. In addition, the company includes iCrossing, a global digital marketing agency.


Hearts On Fire AmbassadorsHearts On Fire Ambassadors
Hearts On Fire Ambassadors