• by Wayne Friedman , August 5, 2008

Existing Hallmark Channel advertiser Kay Jewelers struck a marketing partnership with the network for its original movie "Dear Prudence," and the movie's actor Jane Seymour.

 

Seymour is not only an actor, but a jewelry artist with her own line called 'Open Hearts by Jane Seymour," which is sold exclusively at Kay Jewelers.

As part of the marketing agreement, Hallmark and Kay will run an online sweepstakes in which users have a chance to win an Open Hearts by Jane Seymour diamond necklaces. Kay Jewelers will place in-store displays in its 909 stores, which will feature tune-in information for the premiere of "Dear Prudence."

"Dear Prudence" stars Seymour as Prudence Macintyre, a Martha-Stewart-like columnist who goes on a much-needed vacation from her work-driven life and becomes involved in solving a murder mystery. It premieres August 23.