Diamond Promotion Service (DPS) established a $750,000 co-op fund to help retailers advertise on television and radio using Spot Runner. DPS and Spot Runner formed an alliance in November 2006 to help retailers piggyback on and customize De Beers commercials for local broadcast play.

The fund is designed to cover 40 percent of a retailer's Journey Diamond Jewelry advertising media to jumpstart their holiday marketing programs by launching a four-week advertising campaign in November 2007.

Retailers can align their stores' brand with the "A Diamond Is Forever" and the Journey Diamond Jewelry campaigns.

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