Leagas, Blue Nile Go Direct Route

A humorous booklet advising men on common tasks such as carving a turkey is the latest component in Leagas Delaney’s branding push for Blue Nile.
The 40-page guidebook is being mailed to millions of men in select markets and to past customers of the client’s diamond and fine jewelry e-commerce site, said agency officials. The piece supplements an estimated $15-20 million ad push that broke in December. It is another sign that dot.coms are turning to direct mail rather than relying solely on broadcast, outdoor and online ads.