Hallmark Channel, Kay Come Out To Play On 'Dear Prudence'

Hallmark Channel and Kay Jewelers are opening a partnership behind the network’s upcoming telefilm, Dear Prudence.

The family friendly network and the jewelry retailer will tie a promotion and sweepstakes around Golden Globe Award-winning actress Jane Seymour (Dr. Quinn, Medicine Woman), who stars in the original movie, which bows on the channel Aug. 23 at 9 p.m. (ET/PT) and also pitches the Open Hearts by Jane Seymour jewelry line.

To support the marketing partnership, Hallmark Channel will host an online sweepstakes at www.hallmarkchannel.com from Aug. 11-31, which gives users the chance to win one of the Open Hearts by Jane Seymour diamond necklaces.  Kay Jewelers will place in-store displays in its 909 stores located across the country, featuring tune-in information for the premiere of Dear Prudence.  Both companies will provide online links to the other’s Web site.

The attendant sweepstakes will offer three Open Heart designs: the grand prize is a one-carat diamond necklace crafted in 14K white gold; the first prize is a ½-carat diamond necklace crafted in 14K white gold; and the second prize is a pave diamond “family” design necklace flowing atop a 14K yellow gold circle.

“This partnership is the result of our stellar ongoing relationship with Kay Jewelers,” said Hallmark Channel executive vice president of ad sales Bill Abbott in a statement.“Kay is a longtime sponsor of our popular holiday movies so when this opportunity was presented to us, we knew it was a great way to help drive tune-in to Dear Prudence and sales of Ms. Seymour’s jewelry collection.  Working together on this initiative has proven to be a win-win for both companies and yet another way for each of us to further our brand and products in the most cost-effective way.”

Noted Kay senior vice president of marketing George Murray: “Kay is delighted to bring Jane’s open heart philosophy to life. Jane’s emotional and artistic expressions are beautifully reflected in Kay’s new signature collection.  The essence of her open hearts collection mirrors our own belief that jewelry is the perfect expression of a love that knows no boundaries.”

In the telefilm, Seymour portrays Prudence Macintyre, a humorous, Martha-Stewart-like advice columnist and TV personality who takes a much-needed vacation and becomes embroiled in solving a murder mystery by using her own quick-witted, good-housekeeping tips.  In doing so, she gains a better understanding of the mother she wasn't close to in her youth and takes her first steps toward finding a balanced life that includes true love.