Marketing had got wind of a new campaign from the diamond industry trickling down from Corporate. Apparently they wanted to up the public rare gemstone awareness factor well before the holiday shopping season by planting several stories in the media. Editorial hooked into a killer campaign - a woman in South Africa had found a massive diamond, over 600 carats, and everyone in Production agreed that it skewed nicely in all demographics. So they went with it, this story about this massive diamond, and provided links to several related "stories" about diamonds and how the average Joe or Jane might purchase one. Size, price, placement, characteristics. Written with straight-faced seriousness and accompanied by a few full-color pictures bought from a stock photography shop for rights world-wide, in perpetuity, throughout the universe. Ad Sales reported back that clients were thrilled with the resultant uptick in purchasing, with several side quandrants reporting parallel rises that caused champagne glasses in boardrooms from New York to London to toast like it was New Year's Eve.