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Campaign Seeks to Set Millennials' "Hearts On Fire"

Aug 12, 2015 9:24 AM   By Rapaport News
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RAPAPORT... Hearts On Fire, a high-end diamond brand, began on Tuesday a multi-phase global marketing campaign to target millennials who are entering the nuptial age.

Starting in September, the Ignite Something campaign will feature in fashion and bridal magazines as well as television channels, digital outlets and social media channels, according to a company statement released on Tuesday. TV and video components of the campaign are expected to launch on Hearts On Fire’s Facebook and Instagram accounts in late August.

Hearts On Fire, assisted by advertising agency TBWA\Chiat\Day, is looking to redefine the experience of owning a diamond for the millennial generation, which is beginning to marry. With a deeper understanding of how this age-group is transforming the luxury space, Hearts On Fire is seeking to build a platform that will enable younger consumers to create their own form of luxury, it said in a statement on Tuesday.

“Today’s young couples are part of a generation that has a different relationship with tradition – they are doing things the way that they want to,” said Kristin Suppelsa, vice president of marketing a Hearts On Fire. “As a brand, Hearts On Fire is well-known for its passion and creativity, and this new platform further increases our ability to speak directly to all generations, and welcome the new traditions that they are forging for themselves.”

Hearts On Fire was set up in the U.S. in 1996. Following its acquisition last year by Chow Tai Fook, a major retail jeweler based in Hong Kong, the brand has begun a series of initiatives to increase consumer awareness of its products around the globe. 
Tags: branding, Chow Tai Fook, CTF, Hearts On Fire, HOF, marketing, Millennials, Rapaport News
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