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Birks Group begins Brilliantly Different campaign

Montreal-based jewellery retailer Birks Group will begin a new advertising campaign tomorrow tied to the 10th anniversary of its proprietary diamond cut, the Birks Amorique. The campaign, called "Brilliantly Different," features actress Rachelle Lefevre and promotes a limited edition collection of jewellery made from Canadian diamonds and platinum. The national campaign will consist of outdoor, digital, newspapers and magazine advertising. A video component will run online and on Air Canada in-flight television screens this summer.

"We are thrilled to celebrate the anniversary of the Amorique's creation by introducing a limited edition ring worn ever so elegantly by Rachelle Lefevre in our new ads," said Eva Hartling, vice-president of marketing and communications at Birks Group. "The beautiful, and recently-engaged, actress is the perfect representation of today's Birks woman, confident, intelligent and full of joie-de-vivre."

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