DeScenza Bows Holiday Ads

Haggman has unveiled its second holiday campaign for the DeScenza Diamonds store chain. The client is expected to spend
70 percent of its $1.5 million annual budget on it.
The shop debuted the 84-year-old jeweler’s first broadcast ads in last year’s campaign. Sales for its four stores shot up 21 percent from the previous year, said Mary Ingram, account supervisor at Manchester, Mass.-based Haggman. The store never worked with an agency before, and previous advertising consisted of print ads.
The current campaign focuses more on the products and the store’s low prices. It is tagged, “Now is the time. This is the place.”
TV and radio ads will run through December. The print component appears in this month’s Boston magazine. Konjolka/KSL in Wellesley, Mass., handles media buying.
In one spot, a camera pans over a woman outfitted with a diamond ring, bracelet
and necklace. The voiceover says, “All of a sudden your wife thinks you’re incredibly handsome. It’s called the DeScenza effect. Something you could experience for
yourself this holiday season.”
“We wanted to send an urgent message,” said Ingram.