• by Fern Siegel , September 5, 2023

Jeweler James Allen just debuted its first out-of-home advertising campaign — “Size Does Matter”— running print and digital ads on all train lines in New York City.

Alchemy Media created the wildpostings, while Food Truck Productions handles the on-site activation. Outfront Media is handling the MTA banners.

While the business has a retail store in Washington, D.C.'s Georgetown neighborhood and a showroom in New York, most of its business is online. The goal is to cut overhead and focus on quality.

But for its first OOH foray, James Allen brings its message to commuting New Yorkers, a milestone for the company. In June, the Metropolitan Transit Authority reported 3.6 million daily subway riders.

Accompanying the ads are branded MetroCards in various stations that feature a special 30%-off discount code. Customers can use it for an engagement ring or fine jewelry pieces.

The OOH campaign also includes wild postings in some of the city's most trafficked neighborhoods. The ads highlight key pieces with fun copy, such as: “Put a Ring On It” and “Rock Her World.”

The digital activation kicks off over the course of two days: Sept. 22 in midtown, near the James Allen New York showroom, and Sept. 23 in SoHo. Visitors can also enjoy a branded food truck from 11 a.m. to 5 p.m. with free treats, discount codes for shopping and some surprise gifts.

Shannon Delany-Ron, Chief Marketing Officer, JamesAllen.com, told Agency Daily: “This campaign allows us to engage with customers in a way we haven’t before …. to remind customers we’re here for all their jewelry needs. Whether it be an engagement or wedding ring, or that perfect piece of fine jewelry, we want to be the retailer they rely on when picking that special something.”

Alchemy Media's client work includes Bark Box, Paramount, Glossier, Burger King and Facebook.