Strategy & Execution: The company's advertising slogan, "There's only one king of diamonds," tied in with the firm's diamond drill bits, and items chosen for the specialty advertising portion of the promotion were selected on the basis of their usefulness to persons working on oil rigs. Gaphics illustrating a king of diamonds in a poker deck appeared on a hardhat decal, coffee mug, deck of playing cards, and a key ring. These were dispensed to 27 district offices for distribution by sales representatives calling on oil rigs. Target audience consisted of approximately 30,000 oil rig workers, supervisors,engineers,and oil company personnel with purchasing authority. Trade magazine advertising was also employed.