The Diamond Promotion Service (DPS) has outlined a promotional package for its retailers of the ‘Journey Diamond Jewelry’, to capitalise on the coming holiday season. It has created a $750,000 co-op fund to support the retailers with television advertising budgets, along with customised advertising campaigns developed by its Internet-based ad agency Spot Runner.

According to the deal, DPS would fund 40 percent of a retailer's Journey Diamond Jewelry advertising media, with a four-week campaign in November. The retailers have the option to increase the fund and simultaneously run their stores' brand with the national campaign of "A Diamond Is Forever" along with promoting the Journey campaign.

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