Jewelry Sweepstakes Hypes Hallmark Channel Movie

Hallmark Channel is looking to build buzz about an upcoming original movie starring Jane Seymour with a sweepstakes giving away gems from a Kay Jewelers collection designed by the actress.

The movie, “Dear Prudence,” features Seymour as an advice columnist and TV personality who solves a murder mystery while on vacation using her good housekeeping tips. Hallmark will run the sweeps in partnership with Kay online starting Aug. 11, preceding the film’s debut on Aug. 23.

Consumers can register to win at www.hallmarkchannel.com through Aug. 31. The grand prize is a one-carat diamond necklace in 14K white gold. First prize is a half-carat diamond necklace in white gold, and second prize is a diamond necklace on a 14K yellow gold circle. All are part of Kay’s exclusive “Open Hearts by Jane Seymour” collection.

The sweepstakes aims to drive viewers to the movie and shopper to the stores, a Hallmark Channel spokesperson said.

In-store displays in 909 Kay Jewelers outlets around the country will provide tune-in information about the movie and tout the sweepstakes. Both companies will provide links to the other company’s website.

Hallmark has not yet settled on plans to plug the sweepstakes on air. However, Seymour will wear a ring and a necklace of her own design in scenes of the movie.

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