Jewellery company Thomas has unveiled a new campaign via branding agency Traffic designed to reinforce that the newly-rebranded company is the preeminent regional destination for the highest-quality diamond jewellery – in particular, engagement rings.
To launch the campaign, a TVC starring Olivia Rogers, Miss Universe Australia 2017 and the new Thomas brand ambassador, will premiere tonight in regional areas during the first episode of The Bachelorette on Channel 10.
It will prompt couples to enter ‘The Finest Wedding in the Country’ competition via a custom website to win a wedding package up to the value of $50,000.
The prize includes a diamond engagement ring and wedding bands up to the value of $20,000, and winners can bring their dreams to life with the help of a wedding planner and local partner vendors.
Andrew Begg, Founder and CEO of Traffic, said the latest campaign is an important milestone for Thomas, and planning commenced at the start of the year.
“We wanted to launch the new Thomas brand with an extravagant campaign to further cement their position as the place to find the finest diamonds in the country,” he said.
“This new campaign and promotion strongly reinforced this aspect of the Thomas offering, and points to an exciting new future for the brand, whilst still highlighting and celebrating the regional heritage of the brand.”
All of the elements of the campaign were designed and executed by Traffic’s award-winning creative studio, with the romantic, whimsical TV ad being produced by Zoom Film & TV, director Mark Toia behind the camera.
“Given the nature of the spot, Mark was our clear and obvious first choice as director,” Begg said.
“As soon as he saw the storyboards, he shared our excitement and was on board immediately.
“The result is an amazing piece of film that even exceeded our high expectations. And as always, Mark was a joy to work with.”
The multi-channel campaign/competition, featuring TV, outdoor, print, digital assets, a promotional website, social media, in-store activation and promotion, launches today, and will be running for the duration of 2017.
Brand agency: Traffic
Creative director and CEO: Andrew Begg
General manager/ strategy planning: Jeremy King
Account management: Karen Jarvis and Taz Pirbhai
Creative team: Andrew Begg, Rob Quick, Bruce Paroissien and Matt Smith
Production: Zoom Film & TV
Director: Mark Toia
Photographer: Ben King
Talent: Olivia Molly Rogers