Cundari gets the ROM sparkling

The Toronto agency is using multiple media outlets to achieve maximum shine for the Nature of Diamonds exhibition.

Toronto-based Cundari is promoting the Royal Ontario Museum’s Nature of Diamonds exhibition, set to launch Saturday, Oct. 25 and run for five months, with a suitably sparkly campaign.

Aside from featuring jewelry worn by Mae West, Joan Crawford and Elton John, among others, the exhibition will showcase the world’s third-largest cut diamond, the Incomparable.

The multi-platform campaign consists of transit shelter ads, billboards, online ads, a promotional booklet and ROM outdoor banners. Print elements include full-page ads in Saturday’s editions of the Globe and Mail and Toronto Star, as well as certain magazines.

‘The goal of this campaign was to strategically present a mix of media in order to best drive traffic to the exhibition, hoping to engage sophisticated adults looking for awe-inspiring experiences,’ says Anne Wood, media director at Cundari.

Cundari is also utilizing the radio waves beginning Oct. 27 with ads on Mix 99, CHUM, CHFI and EZ Rock.