$50M Of New DPA Marketing Budget Will Go To US Promotions

A Story by gemkonnect

The Diamond Producers Association (DPA) plans to throw $50 million of its just-announced 2017 marketing budget of $57 million into US market promotions. DPA chief executive Jean-Marc Lieberherr said t

The Diamond Producers Association (DPA) plans to throw $50 million of its just-announced 2017 marketing budget of $57 million into US market promotions. DPA chief executive Jean-Marc Lieberherr said that this level of funding for the US market translated into a full-scale launch of the DPA’s Real Is Rare communications platform.

The DPA had earlier announced at the JCK Las Vegas show that this year’s marketing budget of $57 million had been approved by the board. Chairman Stephen Lussier said, "The board's decision is a major turning point for the Diamond Producers Association and the diamond industry. All board members are aligned behind the goals and plans of the DPA, which is now fully equipped to fulfil its mission of communicating to next generation consumers about the timeless beauty and emotional value of diamonds. We look forward to working closely with the diamond and jewellery trade and with other industry organisations to build a stronger future for our sector.”

Lieberherr added, "The DPA team and agency partners are ready to execute ambitious plans for the second half of the year. These include multichannel advertising, innovative digital programs, and high-impact PR campaigns. Our first-half 2017 activities focussed on optimising, adjusting, and extending the successful PR, digital, and advertising plans built in the US in 2016. We developed programs around major 'tentpole' millennial live-viewing events, such as the Oscars and MTV Movie + TV Awards.”

He went on to say, "Significantly, we also have built a team in India to launch the 'Real Is Rare' platform in that market in September 2017.”

The DPA has run several research projects over the first half of this year to develop insights that have formed the creative basis of several planned campaigns in the US. These include new print, outdoor, digital display, and for the first time, select outdoor and cinema initiatives. The campaign will be distributed across several verticals such as bridal, fashion, and lifestyle.

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