Bloomingdale's Fine Jewelry Italian Gold

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Bloomingdale’s multi-million dollar “Italian Gold Month” promotion is the single largest annual sale of jewelry merchandise for the upscale New York based retailer.
The challenge in this campaign was to create a program that would announce the event using direct mail and print advertising. The DESIGNWERKS creative team began with developing the tag “Capture the allure and beauty of Italy” and then chose a colorful and engaging Venetian visual theme for this campaign. The direct mail piece was designed to appear as though the recipient had gotten a postcard from a friend or relative visiting Italy. The campaign was highly successful and a visual variation of it ran concurrently in Cond√© Nast Traveler magazine.