New Jersey Gem Show · May 6–10, 2026
Dinosaurs, jingles & a discount code: how we built the air war for the New Jersey Gem Show
Five days. Vendors from 15+ countries. Real dinosaur bones in the kids zone. Here's how beWOW turned a gem show into appointment listening across the tristate.
The artwork
One show. Four billboards. One showstopper.
Each piece targets a different audience — collectors, jewelry buyers, families, fossil obsessives. Same dates, same code, four reasons to drive to Edison.
The brief
"Make Edison the center of the gem world for five days. Pull crowds from New York, Pennsylvania, Connecticut, Delaware. Speak to the collector AND the family in the same breath."
01 · The scene
From May 6–10, 2026, the NJ Convention & Expo Center turns into something between a museum, a marketplace, and a treasure hunt. Vendors fly in from 15+ countries. Many of them are mine owners — the people who actually pulled the stones out of the ground — selling direct to the floor.
That's the whole story: cut the middleman, drop the price, hand the customer the gem.
But our brief wasn't just collectors. It was families. Kids cracking open geodes. Kids standing next to a real dinosaur skeleton. Kids waving a metal detector across a sand pit and walking out with their first fossil. So the campaign had to do two jobs at once — talk like a serious buyer's market AND a weekend the kids will remember.
Two languages. Two audiences. One five-day window. Go.
⌘ · Position
Cut the middleman. Put the mine owner on the mic. Put the dinosaur in the kids' zone. Put the jingle on every drive.
02 · The facts
- The brief
- Fill Edison. Two audiences. Five days. One discount code.
- Event
- The Spring New Jersey Gem, Jewelry & Fossil Show
- Venue
- NJ Convention & Expo Center, Edison, NJ
- Dates
- May 6–10, 2026
- Vendors
- From 15+ countries — many direct mine owners
- Kids zone
- Dinosaur skeletons · geode cracking · gem hunting · metal detecting
- Languages
- English + Hindi (multicultural radio)
- Code
- DINO26
03 · What we made
Five moves. One campaign.
01 — Original radio spots. English and Hindi.
We wrote them, scored them, voiced them, mixed them. Two :60 jingles built to live in the same campaign without feeling like translations of each other. The English spot leans collector and family-day-out. The Hindi spot leans community, weekend plans, jewelry buyers. Same DNA, two voices.
02 — Mainstream radio + multicultural networks.
Placement across mainstream FM and the South Asian / multicultural stations the tristate actually drives to. Same campaign, two audiences, no compromise. The spots ran on the morning commute and the school pickup — exactly when 'where are we going this weekend?' becomes a real question.
03 — Streaming radio apps.
Because half the tristate doesn't touch an FM dial anymore. The spots ran across the streaming radio apps the same audience listens to in the kitchen and on AirPods — extending the reach of the airwave buy without paying twice for it.
04 — A full key-art system. Not one billboard. Four.
Same show, four billboard concepts — Prehistoric, Fashion, Cinematic, Dino & Kids — plus a hero showstopper poster. Each one targets a different lobe of the audience: serious collectors, jewelry buyers, weekend families, fossil obsessives. Same logo, same dates, same code (DINO26), four entirely different reasons to show up. That's how you fill five days, not just one.
05 — Organic social rollout.
Posters and short-form built for Instagram, TikTok, Facebook and YouTube. No paid boost — this was earned reach: the show's own audience, the vendors' channels, the families re-sharing the dinosaur. Built to spread, not bought to spread.
04 · Sound on
Press play. This is what runs on the air.
Two languages. Same five-day window. Built to hit collectors and families in the same drive.
Go straight to the source
Get tickets to the New Jersey Gem Show.
Use code DINO26 at checkout.