Circa came to us with a difficult challenge: how to communicate the important service they provide in a voice of true luxury? This voice, and their overall positioning, needed to compete both with low-end “cash for gold” businesses, and high-end competitors like Sotheby’s. Their media buy had been focused on business-oriented publications like the Wall Street Journal and the New York Times. Moving forward, they wanted to create renewed brand awareness on a grand scale, while simultaneously communicating the intricate details of their jewelry-buying services. Oh, and we needed to get the phone ringing — and not just to hear the company’s new voice.

• Establish Circa as the world’s leading jewelry-buying service.
• Create a consistent luxury brand message across all media platforms, while communicating the complete 
• spectrum of Circa’s services.
• Increase phone traffic to all locations.
• Do all of the above without increasing the media budget.

• Created new brand strategy, expanding to include luxury and fashion, that speaks in a more relevant voice to intended consumer.
• Re-designed all marketing materials to reflect new fashion and luxury service strategy.
• Re-allocated some of media spend to include fashion publications, thus directly reaching intended consumer.
• Created memorable, show-stopping advertising campaign and web site.
• More than doubled call volume to Circa locations immediately following new campaign launch.