Hearts On Fire has launched a $30 million, 27-month advertising campaign called “WOW.” The “WOW” campaign is designed to reach two audiences: the first-time buyer who may be interested in an engagement ring, and the second-time buyer who may be celebrating a special event or renewing vows.

The campaign includes television, radio, and outdoor advertising. Additionally, retailers are provided materials for use in print advertising, direct mail, and point-of-sale displays.

Television advertising is running with “WOW” retail partners exclusively on network affiliate stations (NBC, CBS, ABC, and FOX) with 40% of the spots in prime time. The goal is to reach 96% of the target audiences with a 16-time frequency.

The highlight of the campaign is two 30-second television commercials. The first, titled “Cake Topper,” is aimed at a younger engagement ring audience; the second, “Mom/WOW,” targets the more established couple. Billboards, radio, print, and point-of-sale materials all reflect the “WOW” theme of the television commercials.